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How a Korean ‘French-Asian’ Bakery Chain Redefines America’s Sweet Tooth: CEO Q&A

"our menu features unique flavors and just the right amount of sweetness, which sets us apart in the american market.".

If you live in New York or Los Angeles and love to grab a coffee and snack on the go, you are probably no stranger to TOUS les JOURS , the café-style bakery known for its wide selection of freshly baked pastries, delicate cakes and beautiful fruit tarts. TOUS les JOURS (and its equally French-sounding rival, Paris Baguette) is actually from South Korea . The bakery café chain pioneers a unique concept known as French-Asian pastry and is enjoying a growing presence in the U.S.

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French-Asian pastry is a distinct genre confined neither to France nor to Asia; it’s also more than “just a fusion of flavors,” said Tony Hunsoo Ahn , the CEO of TOUS les JOURS’s international business. The store sells classic French bakery items, traditional Korean-style pastries and everything in between. “Our menu features unique flavors and just the right amount of sweetness, which sets us apart in the American market,” Ahn told Observer.

Founded in Korea in 1997, TOUS les JOURS opened its first U.S. store in 2004 (Paris Baguette arrived a year later). Today, it operates more than 100 stores across the U.S. Encouraged by consistent profitability and a growing demand in recent years, the company has an ambitious goal to grow that number ten-fold by 2030. In September 2023, TOUS les JOURS announced plans to build its first U.S. production facility in Gainesville, Georgia to support that vision. The company also recently opened its first store in Canada, further expanding its reach in North America.

In December 2023, Observer interviewed Ahn about the TOUS les JOURS’s long journey of bringing Korea’s café culture to the U.S. and how it has moulded and reshaped America’s taste in coffee and pastry.

The following Q&A has been edited for length and clarity.

Observer: I have visited Korea a few times as a tourist. I got the impression that coffee and pastry have a special place in the Korean lifestyle in comparison with other Asian cultures. Where do you think it came from?

Tony Hunsoo Ahn: Korea is probably one of the quickest markets to keep up with the latest trends in the world. As Korea experienced economic growth at an exponential speed over the past few decades, its food and beverage scene quickly adapted to Western culture.

As a result of economic growth, more jobs have become available, therefore increasing the size of the population commuting for work. Coffee and pastries have become a staple in modern Korean culture because of their simplicity and functionality. For many, it has become a daily routine to take their favorite cup of joe, likely an Americano, from their nearby café on their way to work or during lunch breaks. Visiting a bakery or café has become an essential part of a typical Korean person’s daily life, regardless of age or gender.

What makes a bakery or a café great in Korea?

It’s the experience—bakeries and cafés have a huge presence in Korea, and there’s still room for growth. Most stores are well decorated to create an inviting vibe and have plenty of seating, making them suitable for social gatherings or work meetings.

How did TOUS les JOURS get its name?

“Tous les jours” means “every day” in French. With our unique French-Asian menu and mission to provide freshly breads made with quality ingredients every day, we couldn’t have thought of a better fitting name.

How would you define French-Asian bakery? How is it different from, say, traditional French bakery?

French-Asian bakery is a unique concept where a wide variety of menu items are presented with authentic ethnic flavors, such as red bean and kimchi, in a cafeteria-style store. We offer an array of both French pastries and Asian-style cakes rather than just a fusion of flavors. You will find traditional Korean-flavored products, such as a red bean donut, as well as traditional Western bakery items with nontraditional flavors, such as croissants filled with strawberries and cream.

The cafeteria-style layout, where each customer grabs a tong and tray to pick out their own items, is something you will definitely find in a French-Asian bakery. This has helped us create a product-centric environment, which emphasizes our menu variety. This design also enhances the in-store experience for customers since it provides the customers control to choose their own products without waiting to be served at the counter.

Korean pastry in general strikes me as distinct in both flavor and aesthetics. What sets you apart from competitors in a Western market like the U.S.? 

One thing that distinguishes us from competitors is our emphasis on providing a wide variety of menu items all day and for every occasion. You can find breakfast pastry, birthday cakes and good coffee all in one place.

Our menu features unique flavors and just the right amount of sweetness, which sets us apart in the American market. Many customers have said the authenticity of flavors is our key strength. We have seen that classic items with our signature flavors, such as milk cream and matcha, perform exceptionally well. One of our top-selling products is Cloud Cream Cake, which incorporates a sweet vanilla sponge with milk-based cream and fresh berries.

Who are the customers of TOUS les JOURS  in the U.S.? Are they primarily Asian or other ethnic groups as well?

In the first few years of our operation in the U.S., our strategy was to steadily expand our presence across areas where consumers had prior experience with the brand. For instance, Koreatown Los Angeles. However, we quickly learned that there was a demand for Korean-inspired bakery goods outside of these markets, too. So we opened our first Manhattan location in 2012. That was an area outside of our comfort zone, and it’s been a continuous growth to where we are today. Currently, non-Asian customers make up more than half of our customer base.

As far as age groups go, our target and actual customer pool has been those in their late 20’s to 40’s who enjoy premium products and value quality. Interestingly enough, we’ve seen more Gen Z customers frequenting our stores in recent years.

TOUS les JOURS has been doing business in the U.S. for nearly 20 years. Has your brand proposition and customer base changed over time? How has inflation in the past 18 months affected your business and strategies, if at all?

With high inflation, a main shift we’ve seen in consumer behavior is seeking quality over quantity, especially among the younger generation.

While consumers are willing to spend a bit more for premium options, the overall value must make sense in order for business to survive. Especially in the current state of economy, there has been a huge shift in value where what seemed to be pricey in the past has become the norm. This shift is an advantage for TLJ, actually, because in the past a lot of consumers tended to classify us as a premium brand compared to their local bakery options, and now we appear more accessible, and we are consistently seeing an increase in the number of average tickets.

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This Bakery Chain Is So Much Better Than Whatever You’re Eating

Don't let its french name fool you—it didn't start in europe..

I’m not a big birthday person, but it’s become a tradition that every year that I ask for a cake from a very specific bakery. I love this establishment so much that I’m getting excited just thinking about it, even though my birthday is in April . I’m a big proponent of supporting local bakeries and restaurants, but in the case of this very large bakery chain , I make an exception. No, I don’t buy a Cookie Puss from Carvel. I pick up a cake from Tous Les Jours .

Related Content

What is tous les jours.

The name is French (it translates to “every day ”), but Tous Les Jours was actually founded in South Korea, and currently has more than 1,650 locations worldwide. It sells a wide array of pastries, sandwiches, and coffee, and everything is made in-house every day, hence the name.

I’m particularly enamored with Tous Les Jour’s sweet- potato -flavored goods, such as buns and, yes, my beloved birthday c ake . These items all feature a unique East Asian sweet potato with off-white flesh called goguma , which has a delicately sweet flavor. T hough sweet potato might seem like an unusual and starchy flavoring for a cake filling, the light touch of its sweetness is,   I’m telling you , out of this world.

The savory items are worth exploring, too . You can get sausage buns, chicken salad sandwiches, BLTs, lots of stuff that makes a quick and satisfying lunch. There are also loaves of bread if you’re serving a crowd , as well as a mind-boggling array of buns and coffee drinks to pair with them . It’s a far cry from the sad little vacuum-sealed offerings at those lunchtime grab-and-go-type spots scattered around most major American cities.

If you’ve never had Asian pastries, be aware that they aren’t tooth-achingly sweet (though there’s plenty of sugar involved ). T he cakes, unlike the   typical grocery store offerings , are more fluffy and spongy than they are dense. You usually won’t find these items too cloying; they’re just enough, and it leaves you craving more.

Where to find Tous Les Jours

As a chain, Tous Les Jours isn’t quite as ubiquitous as   the l ikes of Panera   in the United States. Locations are mostly clustered around major metropolitan areas: Los Angeles, New York, Chicago, Dallas, and Atlanta . So you urban dwellers have easier access than those in smaller towns—for now. If we all hype this chain, maybe it will have the chance to grow outward. Can you imagine a world free of sad sandwiches at lunch?

If any of you have been to a Tous Les Jours , sound off in the comments. I could use a recommendation for what to grab the next time I’m in, because I have to make sure I don’t cave and get the cake (gotta keep it special by only ordering it once a year).  

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Pastries Born in France, Raised in South Korea

How two South Korean bakery chains popularized treats combining Eastern flavors and Western techniques.

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At first glance, Tous Les Jours's outpost in Flushing, Queens looks like just another charming bakery, with its pale green walls, refrigerated pastry cases brimming with an assortment of cakes, signage that reads "boulangerie," and rows of wooden tables displaying an assortment of breads and other baked goods. A quick look around the space reveals piles of baguettes, canelés, and croissants.

But upon further inspection, small differences begin to reveal themselves — bread loaves are drizzled with condensed milk, buns are stuffed with red bean-flavored fillings, and dough is baked around hot dogs. That's because Tous Les Jours has its roots in both South Korea and France.

"There are well over 30 items, and they are all baked in-store fresh daily," says Mi Young Lee, the East Coast manager for South Korea-based bakery chain. At one of the bakery's 1,500 global locations, visitors will find everything from light sponge cakes to pain du chocolat, many of which resemble items found in a French bakery. However, most items also feature Asian flavors — namely Korean and Japanese — fused with Western baking techniques. The result is a fascinating array of pastries, both sweet and savory, that appeal to both Eastern and Western palates.

"Only a few people knew about French baked goods back then, in the 1970s and 1980s, with a few small bakeries making the products in the country."

The concept of the "French-Asian" bakery chain first came about in 1988, when Hur Young-in opened the first Paris Baguette in South Korea, says Jessie Sou, the chain's marketing director. Similar to its competitor Tous Les Jours, Paris Baguette, the largest bakery chain of its type with more than 3,000 locations in South Korea alone, also specializes in goods that mix Korean, Japanese, and French baking styles. (The idea proved lucrative for Young-In, who ranked #24 on Forbes' 2015 list of Korea's richest people ; he's worth $1.4 billion.)

Unlike in Vietnam — where French colonization from the 18th century until 1954 led to the deep integration of French dishes into Vietnamese cuisine — Korea remained relatively untouched by French colonizers, and thus foods from France were completely foreign. According to Michael J. Pettid, a professor at Binghamton University and author of Korean Cuisine: An Illustrated History , baked goods were pretty much nonexistent in Korean cuisine until recently. "Traditionally, Koreans didn't eat bread like in the West," he says. "They did have some types of steamed breads — often made from a mix of rice flour and wheat — but these were introduced from Central Asia in the 13th century and not really a regular meal item."

Young-In and Tous Les Jours's founders thus helped usher in major shift in how Koreans ate, says Paris Baguette's Sou. "In Korea, dishes are typically made from rice, noodles, and soup," Sou says. "We brought bread and croissants to their breakfasts, changing the format of the morning meal." The trend was helped along by American fast-food chains, notes Pettid, which introduced foreign items like pizza and burgers. Eventually, younger populations in large cities started seeking out coffee shops and bakeries. "We helped Korean people to comfortably accept French baked goods," Sou says. "We introduced the croissant to Korea, and made it mainstream. Only a few people knew about French baked goods back then, in the 1970s and 1980s, with a few small bakeries making the products in the country."

These days, Paris Baguette is ubiquitous in Korea, similar to McDonald's presence in the United States. "Paris Baguette for Koreans — especially those born in the 1970s — it's a very nostalgic brand. They grew up with Paris Baguette, everyone knows Paris Baguette." That's why when the bakery made the leap to the United States in 2005, it opened its first location in Los Angeles, where there's a large community of Korean immigrants. The brand now has 45 American locations, as well as outposts in China, Singapore, Vietnam — and as of last year , Paris, of all places.

In the process of adapting French goods for the Korean palate, Paris Baguette and its competitors started introducing treats that harness flavors like red bean, green tea, and sesame. "Some of the items are quite unlike what one might expect to find in a bakery in the West," Pettid says. "Like they always have done in the past in terms of introduced cultures, Koreans modify that to match their own tastes." Other goods are an amalgam of French dishes, but with a subtle twist. For example, Tous Les Jours' croque monsieur features béchamel and ham like the French classic, but it's served on milk bread, a light and fluffy white bread widely popular in Japan.

Other notable items include various riffs on buns — which are popular in Japanese and Korean cuisines — but instead of being steamed, they'e made from a variety of pastry doughs, stuffed creams, and custards that are the building blocks of French baking guides. Also popular are pastries that fuse savory items (like hot dogs and cheese) with sweet ingredients (like condensed milk and honey). Lee says that while many of these flavor combinations are popular in Asia, they come as a surprise to many American customers. Sou explains that only a few items sold in these bakeries are replicas of what a diner would find in France. In general, Sou characterizes Asian-French baked goods as being "less sweet and less greasy, but fluffier."

Not familiar with the chains? Eater sat down with Peterjae Choi, the kitchen manager and head pastry chef at Tous Les Jours' location in Queens, New York, to learn about six of the shop's most popular baked goods:

Whipped Cream Pan Bread / Milk Bread

Fluffy and incredibly soft (think softer than Wonder Bread), the whipped cream pan bread — which is similar to a Pullman loaf — is a riff on a Japanese milk bread. The process involves making a tangzhong , which translates to "water roux." Flour and milk are cooked, similar to how a choux dough is made. It's then mixed in with the rest of ingredients, which can include eggs, butter, sugar, and whipping cream, the latter of which Choi notes makes the bread "extra soft." The dough is then baked in a square pan and cut into thick slices. The bread is much richer than the Pullman loaf it resembles thanks to the eggs and butter.

Not only is the bread sold as loaves in the bakeries, but it's also offered in many bakeries as "honey toast." Popular in Japan and Korea, honey toast is frequently topped with ice cream, fruit, and a variety of sauces. Tous Les Jours sells a version that requires no silverware: A thick slice of milk bread is scored into a four-by-four grid of squares and then brushed with a mixture of condensed milk, sugar, butter, whipping cream, and of course, honey. The bread is then toasted in an oven until the mixture caramelizes, creating a golden, crunchy, and sweet crust.

Twin Egg Bread

A riff on a Korean street food gyeran bbang , per Choi, the Twin Egg Bread is a savory item that rings true to its name. It's made from a pain de mie (a sweetened bread) dough, which is rolled out, shaped into an oval, and then layered with ham ("from a store similar to Costco") and two hardboiled eggs. The dough is then folded over itself and cut in half to form two pastries with visible egg yolks. The pastry is then baked, drizzled with garlic sauce, and sprinkled with parsley for a touch of healthy green. According to Choi, it's a popular breakfast choice.

Twisted Doughnuts

While it does feature a yeasted dough, the "Twist Twist" — which is known as kkwabaegi in Korean — is much lighter and fluffier than a typical American-style raised doughnut. The "Asian-style doughnut" is only lightly sweetened, made with melted butter, always twisted, and is fried in corn oil, notes Choi. When it is pulled from the frier, it is immediately placed in a container of cinnamon and sugar which is shaken to coat the doughnut. While Americans often eat the doughnuts at breakfast, Choi says that in Korea they are frequently an after-school snack for students, and many visitors to Tous Les Jours purchase them in the afternoon.

Soboro Pastry

Soboro is a Korean streusel that's a popular topping for many baked goods. It has the usual elements of a streusel — flour, butter, and sugar — but most importantly, it also has peanut butter. The base of the soboro pastry, which is a style of bun, is made from a laminated Danish pastry dough, Choi says. It is rolled out, shaped, and then topped with streusel before being baked off. Once baked, it is filled with a classic creme patisserie and dusted with confectioner's sugar. The result is a soft bun with a creamy center and a slight peanut flavor.

Another streusel-based riff: the crispy cream cheese bread, which shares a number of similarities with the soboro bun, including its shape and base dough. However, instead of a peanut butter-spiked streusel, it gets a double dose of cream cheese: The bun comes topped with a chunk of streusel made with cream cheese; and the dough is also folded around a slab of sweetened cream cheese before it is baked. "Koreans really love cream cheese," notes Sou.

Custard Bun

Like milk bread, the custard bun finds its origins in Japan, where it's known as a "cream pan." Fluffy white bread dough — made with a tangzhong — is rolled out and wrapped around a filling of thick, sweet, and eggy custard cream. The buns are then shaped, proofed, and brushed with an egg wash before being baked until golden brown. This bun gets no streusel topping, though it is often decorated with a few sliced almonds.

Hot Dog Pastry

This is just one of several pastries that are stuffed with an American favorite — hot dogs. The sausages were first introduced to Korea through U.S. Army bases during the Korean War. Since then, Korea has utilized hot dogs in ways that go beyond the bun , such as serving them in a stew ( budae jigae ), encrusting them with french fries, and wrapping them in pastry.

Essentially, the hot dog pastry is a play on a hot dog in a bun, except everything is one self-contained unit. A pain de mie dough is rolled, stretched, and layered with hot dog pieces. The savory item is then shaped and topped with a squeeze of mayonnaise and diced onions before it is baked. When it's golden brown, it's removed from the oven and drizzled with ketchup and flecks of parsley. Unlike in America, where the "hot dog is reserved for special occasions like a baseball game or barbecue," says Sou, Koreans love snacking on the meaty pastries on a daily basis. "They are like a complete meal, with protein and carbohydrates all in one."

Dust to Dust

Review: ‘unfrosted’ is a squandered comic opportunity, hundreds of meat pies, trays of kibbeh: how communities are keeping college campus protesters fed.

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Tous Les Jours

Ratings and reviews, location and contact.

By the girls in the family. The cheese cake and honey cheese bread did the job. I thought the coffee was weak and the blasting of the k-pop doesn’t go with the French cafe design.

We bought some cake and pastry for late night snack, pick a few variety cake and bread, we like the pound cake the most, in fact we eat some the next day, still moist and delicious.

My friend and l had our breakfast for two consecutive mornings at Tous les Jours cafe which was located on the main road just near our L7 Myeongdong by Lotte hotel. The cafe is small but clean with nice ambience. It has a wide variety... of bread and sandwiches, pastries and cakes and also good selection of beverages. We especially love the fresh and nice croissants which we had for two mornings. Our breakfast was really a pleasant experience given the yummy bread and nice cup of Americano . The prices are reasonable and the cafe is open very early in the morning which is beneficial to tourists like us who begin our day early for our day tour and shopping. This cafe is certainly a great place for breakfast. More

There are quite a few outlet all over Seoul. Good place to grab a bite as this is one of the earliest operating shops near your neighbourhood. Price is pretty reasonable. We actually grab a few bread at Myeongdong outlet near Prince Hotel while waiting... for our bus to Nami Island. More

It's convenient located near the Myeongdong subway exit. A good location to meet up with friends & after shopping around.The bread & cakes are fresh, good for a quick & simple breakfast. Cakes are good to take away for snacks.

Love this little bakery! All the bread are so nice and fresh. All are labeled in English. Coffee are very good. It's a fantastic place for breakfast!

TOUS LES JOURS, Seoul - 129 Toegye-Ro, Myeongdong / Namdaemun - Restaurant Reviews & Phone Number - Tripadvisor

A Korean Bakery Success Story: TOUS les JOURS’ Mission to Become an American Staple

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For some time now, aspects of Korean culture, such as K-pop and Korean TV and film content, have been generating a buzz on a global scale, and the attention being drawn to Korean offerings only continues to grow. Korean bakeries and baked products are no exception to this sensation.

TOUS les JOURS first entered the global bakery market in 2004, choosing the U.S. as the ideal location for its debut. Now the company is consolidating on that successful launch and expanding throughout the whole country, including major cities like Los Angeles, New York and Chicago. By taking locals eating trends and broader lifestyle choices into consideration, in parallel with maximizing the company’s unique selling points (USPs), these Korean bakeries have been able to win over customers in a wide array of areas. CJ Newsroom sat down with the executives of CJ Foodville USA to discover what the key to their U.S. success was.

CJ Newsroom spoke to Ahn Hun-soo, CEO of Foodville USA, who is in charge of brand expansion in the United States, Judy Lee, who works in human resources and organizational behavior, Alexandra Hager, CJ Foodville’s beverage specialist and winner of first place at the 2022 US Coffee in Good Spirits Championship and Her So-jung, a member of the business development team.

Q. What is the story of CJ Foodville’s American campaign and why did TOUS les JOURS choose the U.S. as its first non-Korean market?

Ahn Hun-soo : TOUS les JOURS entered the US bakery market when it opened its first location in Los Angeles in 2004. TOUS les JOURS faced difficulties early on in the process because existing management tools and practices were still adapting to the American market. However, as the business grew it began to make profit and has now been doing so for five prosperous years.

Judy Lee: TOUS les JOURS currently owns 77 stores across all the states it is active in and is expecting to reach 100 stores soon. TOUS les JOURS’ ambition is no less than becoming the best-loved bakery in the U.S.. We are planning to expand to 1000 stores by 2030.  

Alexandra Hager: Being successful in the U.S. market carries a lot of significance because America is the world’s largest single market. It is the birthplace of the franchise as a concept. Succeeding in the United States can safely be thought of as one of the fastest and surest routes to becoming a truly global franchise. 

Q. Are there cultural and culinary differences between Korean and American bread?

Her So-jung Her: In Korea, bread is thought of as a snack or a treat. Bread is sometimes prepared like that in the States, but it is also a more integral food that can be a central part of breakfast, lunch and dinner. This is why, for example, the demand for European bread is high in the U.S..

Hager: Bread is generally not hugely strong in flavor in the U.S. because Americans eat bread with a variety of other foods, foods you would not want to overpower the taste of. Korean bread, in contrast, is usually sweet because Koreans enjoy bread as a snack primarily. This was quite striking for me at first, personally, but I soon grew to like it. 

Ahn: Plenty of customers at first would ask why there was such a wide variety of bread in our stores. You do not usually see that in coffee places in the States. 

Her: In the U.S. you do get bread-based snacks like cookies and muffins, but these are defined as confectionery breads and people have very specific associations with them. Customers are surprised to see all sorts of bread in our bakeries, whether it is designed as snack food or for use in full meals. 

Hager: So the uniqueness of Korean bakeries lies in that wide spectrum of choice and in the flexibility of different flavors. American customers who were first made aware of Korean food through savory options like kimchi visited us after hearing stories about what Korean bakeries might be like. TOUS les JOURS is taking full advantage of this zeitgeist by offering red bean and kimchi bakery options too, and this has been a big success. 

T OUS les JOURS’ Competitiveness

Q. How did TOUS les JOURS grow its business and start generating profit? What is the secret to its success?

Lee: That success lies in structural innovation and an ability to reorganize the business adaptably. These are the main factors that have led to profit. We have also put effort into hiring local talent and into localization strategies that help us maintain our corporate status. In 2018, the U.S. branches of TOUS les JOURS became CJ Foodville’s first global subsidiary to record a financial surplus. 

Q. What changes did the COVID-19 pandemic bring about in the bakery industry?

Her: Many local bakeries in the U.S. made an identity shift towards casual dining during the pandemic. Even coffee places started doing more light meals, but customers were not responsive to this change and many bakeries started closing down. This was a shock to witness, but we tried to learn from models that began failing. TOUS les JOURS’ competitive edge came from uniqueness and a willingness to get involved and work out why some businesses were failing and some were not. As a result, the business rode through the pandemic as it is now celebrating expanding success. We are very proud of this, of course.  

Q. What was TOUS les JOURS’ marketing strategy for overcoming the pandemic?

Lee: TOUS les JOURS paid keen attention to the growing importance of home dining during the pandemic. First, we improved the quality of our cakes and, secondly, we tried to better communicate with customers and speak to their needs by developing seasonal cakes that target families. This way, we were able to successfully bring in more customers and find the silver lining in the situation.

Hager: We also focused on improving coffee quality. It was important to secure a place in the market not just as a bakery but also as a coffee provider. To do this, we visited various coffee roasters and found the perfect local roasters that both Korean and American tasters found satisfying.

Meet theTOUS les JOURS Cerritos

Located on the West Coast, TOUS les JOURS’ flagship store in Cerritos has a modern exterior that harmonizes perfectly with the relaxed Orange County vibe. Hager took us on a tour of the branch.

Hager: The first thing you notice when you step into the bakery is the eye-catching open kitchen. It’s got a fresh, pristine look and feel to it. The interior is designed for customers to be able to look around the bakery naturally and in a relaxed way. They can peruse, at their own pace, the bread, sandwiches and cakes, which are arranged in an intuitive order without giving the store an overly regimented atmosphere. From European to Asian style choices, TOUS les JOURS Cerritos offers customers more than 200 types of bread.

Q. Are there any memorable moments you have had with specific customers?

Hager: Yes! Not long after the Cerritos store first opened, we got a visit from an especially loyal customer. He had driven over 60 kilometers(37.2 miles), from Riverside, just for a cup of espresso. He explained to me that it was because of how much he loved the flavor. Of course, that is a gratifying moment to have as a beverage manager. 

There were also customers who came to visit without realizing that Tous Les Jours is a Korean bakery. They were very curious, and it’s always fun to engage with that curiosity and see customers having their first experience with something completely new to them. 

Most customers in the store talked about how surprised they were by such a wide-ranging menu. Customers pointed out that American bakeries tend to offer similar choices to one another, and this makes TOUS les JOURS something of a unique cultural experience for them. That’s not something you can say every day about the process of grabbing a quick coffee.

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6 Questions with TOUS les JOURS’ Tony Hunsoo Ahn

“Now more than ever, I am confident that TOUS les JOURS will become a household name across the United States by 2030.”

I fell in love with the TOUS les JOURS brand over 25 years ago when my wife and I would frequent the location by our home in South Korea—the brand’s signature Cloud cakes soon becoming a staple at all our celebrations. My passion for the brand transcended the largest ocean and thousands of miles, and I am extremely proud to lead the U.S. division of CJ Foodville USA, the parent company of TOUS les JOURS. Since joining the team 10 years ago and becoming CEO in 2017, I have focused on growing TOUS les JOURS’ foothold in the U.S. with the goal of establishing the brand as a major player in the fast-casual bakery and café sector. What started as a singular French-Asian bakery in Guri, South Korea in 1997 has proudly exploded into a bakery empire with nearly 1,700 stores around the world, including more than 90 locations in the United States.

Our strong franchise system fuels our expansion in the United States, and we are very grateful to be experiencing heightened franchise interest and growth, with many new franchisees opening TOUS les JOURS cafés in their own markets. Asian Americans are extremely familiar with TOUS les JOURS’ concept and unwavering commitment to providing freshly baked, high-quality goods. Since the brand’s arrival in the U.S. in 2004, we have been embraced by these communities, which further cemented our success and reputation as a beloved bakery café chain. Moreover, we are witnessing customers become franchisees as they recognize the at-tractive business opportunity that TOUS les JOURS presents—a path similar to my own experience with the brand.

Each year we see exponentially more franchise interest, allowing us to achieve rapid, yet sustainable, growth. In 2022, we opened 14 locations across the United States—a record-breaking growth metric for our bakery—and our business development team inked nearly 50 development deals from coast to coast. This past year was another substantial growth year for TOUS les JOURS, which was on track to open more than 20 new locations, catapulting the brand beyond the 110-store milestone in the U.S.

Now more than ever, I am confident that TOUS les JOURS will become a household name across the United States by 2030 and ultimately become the go-to destination for bread, pastries, beverages and, of course, our delightfully dreamy Cloud cakes.

What was your first job?

My first part-time job was as an administrator at a casual restaurant where I first learned about the restaurant industry, marketing strategy, and time management. My first full-time job after college was as an online merchandiser for a retail company. It was a great opportunity for me to learn about e-commerce and how to merchandise products effectively in a digital environment.

What’s your favorite menu item at TOUS les JOURS?

Our Cloud Cake is the outright winner in my book. Made with freshly whipped cream, seasonal berries, and soft sponge cake, it has just the right balance of sweetness. I’ve taken our Cloud Cake to countless birthdays, gatherings, and client meetings, and it’s always a hit with the guests, who often ask where they can get more from.

What’s your favorite cuisine outside of TOUS les JOURS?

Definitely Korean cuisine. Not only does it have a bit of that nostalgic factor since it is a taste of home for me, but it also is versatile with a simple range of spices and natural ingredients that caters to everyone. Korean cuisine also happens to align perfectly with our core brand values at TOUS les JOURS, which are freshness and variety as a typical Korean meal will consist of freshly made ingredients and an array of side dishes, and you can really taste the time and care that goes into each dish.

Who inspires you as a leader?

I am inspired by Howard Schultz, the former CEO of Starbucks. His leadership was key in Starbucks’ expansion, and the compassion-oriented culture he advocated towards his partners is truly admirable. He built a company that became a global household name by focusing on customer experience and employee empowerment while also introducing beverages and store formats that have come to revolutionize the coffee industry.

What’s the best piece of advice that other restaurant executives should hear?

One of the best pieces of advice I can offer to other restaurant executives is to keep a focus on their core strengths and values and to look for the solutions to problems within their organization. A strong, capable team that is empowered to collaborate and innovate is essential for success. Another key thing I’d like to share is to focus on the people. While TOUS les JOURS as a brand focuses on forming meaningful relationships with our communities and customers, none of this can be done without the people who per-form the work behind the scenes. Compensate them fairly and engage with them on a regular basis to make sure everyone feels valued for their work.

What are some of your interests outside of work?

When I’m not working, I enjoy hiking with my wife and our dog. Being outdoors and experiencing nature is a great way to recharge and stay active. Additionally, I make it a habit to visit a local coffee shop or restaurant every morning before heading to work to stay connected with trends and stay inspired.

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Korean Mega Chain Opens Second Chicago Bakery in Wicker Park

Tour Tous Les Jours, where Korea meets France via Wicker Park

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Share All sharing options for: Korean Mega Chain Opens Second Chicago Bakery in Wicker Park

Korean-French bakery chain Tous Les Jours has opened its second Chicago location, debuting chocolate croissants, cloud cream cakes, and macaroons along Division Street just in time for last weekend’s Do Division street festival. Since opening its first U.S. store in 2004, Tous Les Jours has expanded to about 50 in America. The chain debuted in Korea in 1988 and has more than 1,600 stores in American, Korea, China, Vietnam, Philippines, Indonesia, Malaysia, and Mongolia.

The chain has four suburban locations and a Chinatown location opened in August. The new location, 1726 W. Division Street, in Wicker Park, is run by Korean-American Richard Kim, a former manager at Sunda , the Pan-Asian restaurant in River North. Tous Les Jours is a bright space with laminated pastries, sandwiches, and coffees and teas.

The area has a variety of pastry shops including Alliance Bakery and Artemio’s Bakery. Now an internationally popular chain is moving into this side of town. Tous Les Jours Wicker is now open.

Tous Les Jours, 1726 W. Division Street, open 7 a.m. to 8 p.m. on Sunday; 6 a.m. to 8 p.m. on Monday through Thursday; 6 a.m. to 9 p.m. on Friday; 7 a.m. to 10 p.m. on Sunday.

Tous Les Jours Wicker Park

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Tous Les Jours

Matt Tervooren

June 12, 2018

Most items at Tous Les Jour - donuts, baguettes, pastries - seem like things you could get at any bakery in the city. Even the name sounds like a neighborhood spot where you would go for your morning coffee and blueberry muffin. But this place serves French items infused with Korean and Japanese flavors, like milk cream baguettes and donuts filled with red-bean paste. The back of the bright space has a bunch of two-tops and stays open till midnight, so keep it in mind for a dessert stop after dinner.

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Tous Les Jours, A Korean-French Bakery, Now Open In Wicker Park

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WICKER PARK — South Korea native and Uptown-based restaurant manager Richard Kim has officially opened Chicago’s second Tous Les Jours franchise in Wicker Park, 1726 W. Division St.

During the month of June, the French-Korean bakery will be open 8 a.m.-6 p.m. Monday through Friday, 9 a.m.-7 p.m. Saturdays and 9 a.m.-6 p.m. Sundays.

Tous Les Jours will eventually be open 6 a.m.-8 p.m. Monday through Thursday, 6 a.m.-9 p.m. Fridays, 7 a.m.-10 p.m. Saturdays and 7 a.m.-8 p.m. Sundays.

“We are going to dial back our hours for about a month so my staff can fine tune everything,” Kim said. “Until I know we are able to deliver our service and product to the high standard I want for Wicker Park.”

Meaning “every day” in French, Tous Les Jours is a chain bakery based in South Korea with more than 1,500 shops worldwide.

Related: Tous Les Jours, A French-Korean Bakery, To Make Wicker Park Its 2nd Chicago Location

In Chicago-proper, the chain has a home in the Chinatown neighborhood at 2144 S. Archer Ave.

Tous Les Jours has found success in several Chicago suburbs, but those bakeries are near where large concentrations of Asian-American populations live, Kim said.

Kim told Block Club Chicago in March he hoped Wicker Park locals and tourists would embrace Tous Les Jours and help transition French-Asian baked goods from “trendy” to “mainstream.”

“There are few neighborhoods like Wicker Park [that] have as much trendiness, would embrace something so new, different and delicious,” he said.

Hur Young-in opened the first Tous Les Jours in South Korea in 1988, infusing French pastry recipes with Korean flavors, such as green tea and sesame.

He also took savory pastries with ham and cheese and added sweetness with condensed milk and honey — a concept popular in Asia.

The Wicker Park franchise will carry traditional French items, such as muffins, croque monsieur, croissants, feuilletes, pan bread and croquettes.

South Korean pastries will include a variety of flavors, from custard to pumpkin to red bean.

For example, try the soboro. A “Korean streusel bread,” soboro has a pastry bread cookie base that is coated with a hard streusel topping of flour, sugar and butter and filled with sweet potato, red bean or strawberry jam.

Kim was born in South Korea and moved to Chicago at the age of 2. He grew up in the city, but his parents later moved to suburban Northbrook.

Kim lived in the Wicker Park and Bucktown neighborhoods for about a decade after college. For seven of those years, he lived at the corner of North and Ashland avenues, near Hollywood Grill.

Now 35, Kim lives in Uptown.

Tous Les Jours has already flourished in places like Texas and Colorado, which gives Kim hope for the Chicago market.

“Now they’re popping up everywhere … To me, that’s a sign that people are more widely accepting of Korean food, Korean culture,” he said. “It’ll only be a matter of time before we’re clamoring for more French-Asian bakeries in our city.”

Do stories like this matter to you?  Subscribe  to Block Club Chicago. Every dime we make funds reporting from Chicago’s neighborhoods.

Hannah Alani

[email protected]@blockclubchi.org Twitter @hannahalani More by Hannah Alani

May 3, 2024 5:30 pm

French-Asian-inspired Café & Bakery TOUS les JOURS

• March 9, 2022

‘TOUS les JOURS’ is a French word for ‘everyday.’

There’s a hot place in the new Carrollton Korea Town, where Korean-style pastry, bread, cakes, and drinks are served fresh everyday.

The TOUS les JOURS is a popular café & bakery brand in Korea. It has multiple locations in the United State, including 3 in North Texas.

The latest North Texas branch is in the K Towne Plaza, off Hebron Parkway and SH121 in Carrollton.

All items are made fresh every morning. Any leftover is thrown away, according to the manager Amy Han.

The store opened its doors in May of 2021.

TOUS les JOURS specializes in French-Asian-inspired baked goods. The bakery chain offers more than 300 different kinds of baked goods, including artisan pastries, gourmet cakes and desserts, and handcrafted beverages.

Currently, there are more than 70 stores in the U.S. and more than 1,650 stores worldwide.

The K Towne Plaza branch is the first ‘café & bakery’ branch in Texas. It means that, at the K Towne Plaza branch, customers not only can get freshly baked goods but they can also use it as a meeting place.

Ester P. highly recommends the K Towne Plaza branch in her Yelp review. “Definitely a legit Korean franchise location in Carrollton compared to the early location inside H-mart” she writes.

What separates K Towne Plaza from other Korean-style bakeries is that it offers a wide variety of pastries that can satisfy customers with different preferences.

If you have been to Korea and know what the authentic vibe of TOUS les JOURS in Korea is like, the K Towne Plaza location is definitely a must-go place.

TOUS les JOURS – K Towne Plaza 4070 TX-121 #400, Carrollton, TX 75010 469-289-6650 instagram.com

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7 Must-Try Cakes in Tous Les Jours Korea’s Menu

Looking for a nice birthday cake? Book the classic cheesecake of Tous les Jours Korea here ! 🎂

• Whether you’re just craving for something sweet or want to buy a nice cake to celebrate an occasion, this decadent cake by Tous Les Jours Korea will put a smile on your face!
• Looking for something mouthwatering but is on the cheaper side? Check out this moist pound cake with walnuts .
• Save money on Tous Les Jours Korea’s cakes when you book any of their cake menu options on WAUG here . (New users get extra ₩3,000 off after signing up!)

Explore more: 10 Tasty Items from McDonald’s Korea That You Can Book for Less!

Best Cakes to Try in Tous Les Jours Korea

Curious to see the cake choices of Tours Les Jours in South Korea? Below we’ve listed the best options that you can book instantly! (If you’re already a WAUG member , you’ll also get to earn points that you can use to pay for any activity on our platform! 🎉)

1. Classic Cheesecake

Premium and perfect, this is an absolute must-try for all cheesecake lovers!

• PRICE on WAUG: ₩25,000
• Instant MMS voucher for fast redemption at a Tous Les Jours branch in Korea
• Valid for 93 days from the date of purchase

2. Strawberry Montmartre #1

A Tours Les Jours favorite, the Strawberry Montmartre #1 is a moist cream cake with soft white sheets, rich whipped cream, and fresh fruits.

• PRICE on WAUG: ₩20,000

3. Walnut Pound Cake

Soft, moist, and irresistible, you just can’t have enough of this walnut pound cake.

• PRICE on WAUG: ₩13,000

4. Classic Roll Cake

Nothing beat the classic. Bring joy to the occasion with this signature Tous Les Jours treat for everyone.

• PRICE on WAUG: ₩12,000

5. Strawberry Fresh Cream Cake #2

Milky and soft, this pretty cake is topped with fresh cream and strawberries!

• PRICE on WAUG: ₩24,000

6. Sweet Potato Cake #1

This soft round cake with a subtle sweet potato flavor will surely put a smile on anyone’s face. An absolute must try in Tours Les Jours Korea!

• PRICE on WAUG: ₩21,000

7. Classic Pound Cake

Delicious and homemade, a classic pound cake made rich with Tous Les Jours’s gold syrup.

How to Book Tous Les Jours Korea Voucher on WAUG

• Log in or sign up for an account here .
• Choose from any of the menu options above.
• Select the date and quantity.
• Check out using your card, mobile payment, Toss, or Naver Pay.
• Receive the MMS voucher.

How about buying a gift certificate?

Aside from Tous Les Jours cakes, you can also book some awesome digital gift certificates here !

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Tous Les Jours Toul Tom Poung in Phnom Penh, Cambodia, is crowded with visitors, Friday. Courtesy of CJ Foodville

CJ Foodville has begun expanding its overseas bakery market in Southeast Asia by opening new stores for its signature bakery brand, Tous Les Jours, in Cambodia, according to South Korea's major food company, Monday.

CJ Foodville signed a master franchise contract with EFG, a global restaurant franchise company, and opened Cambodia's first two Tour Les Jours stores at the same time in Phnom Penh, Friday.

EFG runs over 100 establishments in countries including Cambodia, Laos and Myanmar.

The brand's No. 1 store in Cambodia is Tous Les Jours Kam Puchea Kroum. It is in an area with heavy foot traffic between some of the Cambodian capital's key facilities, including the Royal University of Phnom Penh, the Institute of Technology of Cambodia and various entertainment establishments.

Its No. 2 store, Tous Les Jours Toul Tom Poung, is situated in an area frequented by locals and tourists around street markets and residential zones.

The two stores boast the company's latest premium interior design for the brand, serving over 400 different types of pastries at the venues that cater to visitors as a cafe as well.

CJ plans to open at least three more Tous Les Jours stores in Cambodia within this year. It is the company's measure to establish its bakery market base for Southeast Asia in the country and spread the base further to other countries in the region.

"Our new Tous Les Jours stores in Cambodia mean a lot as they will bridge our forthcoming plan to expand our overseas bakery market to nearby Southeast Asian nations," a company official said. "We've already tested the brand power in the region after stores in Vietnam and Indonesia have proven K-bakery's profitability."

Tous Les Jours runs over 400 stores in seven countries, including the United States, Canada, Indonesia and Vietnam.

The brand's earnings in overseas markets, which showed greater figures than stores in Korea, have been rising.

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Tous Les Jours, an Asian-French Bakery, Says Bonjour to Michigan

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Share All sharing options for: Tous Les Jours, an Asian-French Bakery, Says Bonjour to Michigan

Tous Les Jours , a South Korean bakery from the same company that owns fried chicken wing chain Bonchon , has opened in Troy.

Visitors will find everything from light croissants to pain du chocolat, similar to other goods found in a French bakery. However, most items are infused with Asian flavors — namely Korean and Japanese. The result is an array of pastries, both sweet and savory, that appeal to both Eastern and Western palates. Think bread loaves drizzled with condensed milk, buns stuffed with red bean-flavored fillings, egg tarts and egg salad, and dough baked around hot dogs.

Tous Les Jours, which started in South Korea in 1988 , arrived stateside in 2004 and has since expanded to more than 1,650 stores worldwide, including its Troy location at 1699 Crooks Rd. The brand offers 300 different kinds of bakery goods, including sandwiches, smoothies, baked pastries, loaves, macarons, gourmet-style cakes, and beverages.

Bonchon , the popular South Korean fried chicken chain, is set to open its first Michigan location in Farmington Hills in late-November 2021.

A local franchise team for the restaurant chain secured a lease at 27907 Orchard Lake Rd. It’s one of five Bonchons planned for Michigan, with another to follow in metro Detroit in 2022. With a name that translates to “my hometown” in Korean, Bonchon was founded in South Korea in 2002 and expanded into the U.S. in 2006. The chain currently has more than 110 U.S. locations.

• Pastries Born in France, Raised in South Korea

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Lemon Raspberry Cake

Earl Grey Grapefruit Cake

Peaches N Cream Cloud Cake

Strawberry Cookies N Cream Mousse

Strawberry Flower Lychee Cake

Mini Carrot Cake

Earl Grey Cloud

Blueberry Yogurt #3

Blueberry Yogurt #2

Strawberry Lychee

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Cloud Cake #3

Cloud Cake #2

Strawberry Cloud Cake

Green Tea Cloud Cake

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Triple Berry Cloud

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Jungle Party

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[Photo News] Tous les Jours at PGA Tour

Published : May 2, 2024 - 15:20

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CJ Group’s Tous Les Jours bakery operates a booth at the 2024 CJ Cup Byron Nelson, which kicks off Thursday in Dallas. Having previously hosted its own PGA Tour event since 2017, CJ CheilJedang took over title sponsorship for the Texas-based tournament from AT&T last year. (CJ CheilJedang)

Articles by Korea Herald

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CJ Foodville bolsters Tous Les Jour for Cambodian bakery market

C J Foodville has begun expanding its overseas bakery market in Southeast Asia by opening new stores for its signature bakery brand, Tous Les Jours, in Cambodia, according to South Korea's major food company, Monday.

CJ Foodville signed a master franchise contract with EFG, a global restaurant franchise company, and opened Cambodia's first two Tour Les Jours stores at the same time in Phnom Penh, Friday.

EFG runs over 100 establishments in countries including Cambodia, Laos and Myanmar.

The brand's No. 1 store in Cambodia is Tous Les Jours Kam Puchea Kroum. It is in an area with heavy foot traffic between some of the Cambodian capital's key facilities, including the Royal University of Phnom Penh, the Institute of Technology of Cambodia and various entertainment establishments.

Its No. 2 store, Tous Les Jours Toul Tom Poung, is situated in an area frequented by locals and tourists around street markets and residential zones.

The two stores boast the company's latest premium interior design for the brand, serving over 400 different types of pastries at the venues that cater to visitors as a cafe as well.

CJ plans to open at least three more Tous Les Jours stores in Cambodia within this year. It is the company's measure to establish its bakery market base for Southeast Asia in the country and spread the base further to other countries in the region.

"Our new Tous Les Jours stores in Cambodia mean a lot as they will bridge our forthcoming plan to expand our overseas bakery market to nearby Southeast Asian nations," a company official said. "We've already tested the brand power in the region after stores in Vietnam and Indonesia have proven K-bakery's profitability."

Tous Les Jours runs over 400 stores in seven countries, including the United States, Canada, Indonesia and Vietnam.

The brand's earnings in overseas markets, which showed greater figures than stores in Korea, have been rising.