Berjaya Food Bhd (KL) announced on Wednesday that it has signed a master franchise agreement to exclusively operate Paris Baguette stores in Brunei and Thailand. The company plans to open multiple stores across both markets by quarter three of 2025.
Paris Baguette, the flagship brand of South Korean food company SPC Group, specializes in French-inspired bakery products. Berjaya Food’s expansion reflects its strategy to tap into the growing café culture in these regions and broaden its international footprint amid pressures on its key Starbucks franchise in Malaysia.
This move follows Berjaya Food’s launch of Paris Baguette in the Philippines, with its second store opening in September 2024. The company already operates eight Paris Baguette stores in Malaysia and two in the Philippines, and has plans to expand into Singapore as well.
"We are excited to extend Paris Baguette’s reach into Brunei and Thailand," said Datuk Sydney Quays, CEO of Berjaya Food. The company is also exploring new opportunities to introduce other international brands under its portfolio globally, which includes Starbucks Coffee, Kenny Rogers Roasters, and Krispy Kreme Doughnuts.
Berjaya Food’s international expansion comes at a time when Starbucks in Malaysia is facing a public boycott along with other global brands such as McDonald’s, due to their perceived ties to Israel amid the ongoing Gaza conflict.

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