First Tous les Jours Mongolia store opens

Korean bakery Tous les Jours has opened its first stores in Mongolia as it broadens its Asian footprint.

Two Tous les Jours Mongolia shops have opened in Ulaanbaatar in what the company sees as another step in its plan to become a global bakery brand.

Besides Mongolia, the brand’s parent CJ Foodville has 270 Tous les Jours stores in seven countries: Cambodia, China, Indonesia, Malaysia, the Philippines, the US and Vietnam.

It is the first international bakery to open in Mongolia, where K-pop has amassed a considerable following, raising the profile and acceptance of Korean brands in general – especially music, food and fashion.

A local master franchise has been appointed to lead the brand’s roll-out

The Korea Times reports that the company’s first Mongolian store in downtown Ulaanbaatar opened on October 31, drawing more than 2000 customers and generating over US$8600 in sales.

A CJ Foodville spokesman said Tous les Jours opened its second shop at the Shangri-La Mall this week, attracting twice the number of customers it expected.