Paris Baguette launches 'Annyeong' campaign across Southeast Asia

Paris Baguette said Tuesday it is launching an "Annyeong" campaign across Southeast Asia, rolling out Korean-inspired bakery products and promotional events as it seeks to strengthen its K-bakery identity in overseas markets.

The campaign will run at all 88 Paris Baguette stores across six Southeast Asian markets — Singapore, Malaysia, Indonesia, Cambodia, Vietnam and the Philippines.

Named for the Korean greeting meaning "hello," the campaign is designed to introduce local consumers to Korean c ...