Tour Les Jours Tour Tom Phong in Phnom Penh, Cambodia, is crowded with tourists on Friday. Courtesy of CJ Foodville
Go Dong Hwan
South Korean food giant CJ Foodville said on Monday it has opened a new store of its flagship bakery brand Tous Les Jours in Cambodia, kicking off its expansion into the overseas bakery market in Southeast Asia.
CJ Foodville signed a master franchise agreement with global restaurant franchise company EFG and simultaneously opened Cambodia’s first two Tour Les Jours outlets in Phnom Penh on Friday.
EFG operates more than 100 facilities in countries including Cambodia, Laos and Myanmar.
The brand’s first store in Cambodia is Tou Les Jours Kham Phetcha Krom, located in a high-traffic area between the Cambodian capital’s major attractions, including the Royal University of Phnom Penh, the Institute of Technology of Cambodia and various entertainment venues.
The second store, “Tous Les Jours Toul Tom Poung”, is located in an area popular with locals and tourists, near outdoor markets and residential areas.
Both stores boast the latest luxury interior design developed by the company for the brand, and offer over 400 types of pastries in cafes.
CJ plans to open at least three more Tous Les Jours stores in Cambodia this year as the company looks to establish a foothold in the Southeast Asian bakery market there and then expand into other countries in the region.
“The new Tou Les Jours store in Cambodia is significant as it will serve as a bridge for the company’s overseas bakery market expansion plans to neighboring Southeast Asian countries,” a company official said. “After proving K Bakery’s profitability with stores in Vietnam and Indonesia, the brand’s strength in the region is already being tested.”
Tous Les Jours operates more than 400 stores in seven countries, including the United States, Canada, Indonesia and Vietnam.
The brand’s revenue in overseas markets is on the rise and exceeds that of its domestic stores.