Previously, I told you about "Paris Baguette". Koreans as well as foreigners must have been surprised to learn that "Paris Baguette" is a Korean mainland company. However, this surprising fact is not unique to "Paris Baguette". If you travel around Korea, you must have seen a bakery called "Tous Les Jours". Looking at "Tous Les Jours" in French, I believe that many people will think that "Tous Les Jours" is a French brand. However, as it turned out, many people were surprised to learn that "Tous Les Jours" is also a Korean mainland company.
Recently, a bakery called "TOUS les JOURS" is gaining popularity not only in Korea but also abroad. Therefore, it is common to see this phenomenon not only in Korea, but also in foreign countries as well as visiting "TOUS les JOURS" to buy bread. Because of this, this time I would like to introduce you to a bakery called "TOUS les JOURS" and let you know its history.
Source:Tous Les Jours Café Yeonsinnae is finally open!~ : Naver Blog (naver.com)
A brief introduction of "TOUS les JOURS"
"TOUS les JOURS" means "every day" in French, and is a Korean franchise bakery that offers a variety of fresh bakery products every day.
Established in 1997, Tous Les Jours currently operates about 1,600 stores not only in Korea but also in 9 countries including the US, China, the Philippines and Vietnam.
Tous Les Jours sells over 300 types of products, including bread, cakes, sandwiches, desserts, and beverages, and the Good Bread and Latelier series are also popular, considering customers' tastes and health. In addition, Tous Les Jours has succeeded in localization in the United States and is opening stores in LA and Orange County, introducing delicious Korean-style bakeries to foreigners.
History of "TOUS les JOURS"
Tous Les Jours was started as a bakery brand by CJ Foodville in 1997. Originally, it tried to take over the trademark and store of a bakery called "Tous Les Jours," which opened in Yongdap-dong, Seoul in 1992, but was rejected, so the name was slightly changed.
To tell you more about the historical relationship between "TOUS les JOURS" and "TOUS les JOURS", "TOUS les JOURS" is a confectionery specialty store that opened in Yongdap-dong, Seoul in 1992, and registered its trademark 5 years earlier than "TOUS les JOURS". When CJ Foodville first launched the confectionery brand, it tried to acquire the trademark and store of "Tous Les Jours", but was rejected and the name was slightly changed to "Tous Les Jours".
"Tous Les Jours" and "Tous Les Jours" filed similar trademark lawsuits, but both parties agreed and the lawsuit was suspended. According to the agreement, CJ Foodville provides similar trademark usage fees to "Tous Les Jours," and there are reports that the trademark "Tous Les Jours" will not enter the downtown areas of Cheonan and Asan, Chungcheongnam-do, for 15 years.
Cheonan City - Tous Les Jours
Asan City - Tous Les Jours
Currently, there are Tous Les Jours in Cheonan and Asan. Tous Les Jours, which was restricted from opening stores for 15 years due to an agreement with Tous Juru in 2007, began opening stores in the downtown areas of Cheonan and Asan in 2022. Currently, there are 9 Tous Les Jours stores in Cheonan and 10 in Asan.
The reason for the popularity of "TOUS les JOURS"
Tous Les Jours has been enhancing its brand competitiveness with a strategy to strengthen product power centered on hit products. Tous Les Jours' hit products, such as "Real Brownie," which popularized proof shots (certification photos) of bite marks, and "Cheese Mill," which earned the nickname "cheesy mill", sparked competition to launch similar products in the industry, creating a buzz. proving it.
Source: Tous Les Jours Bread Recommendations: Brownie and Mammoth: Naver Blog (naver.com)
Tous Les Jours is gaining popularity thanks to word of mouth among young people, who are called "Generation MZ (Millennials + Generation Z)". Tous Les Jours products have received a positive response, especially from customers in their 20s who have no hesitation in self-certifying and disseminating their own firm taste and expanding it to more diverse experiences.
Tous Les Jours is doing well in overseas business as well. CJ Foodville, which started overseas expansion in 2004, has now entered six countries, and in particular, there are many reports that the US subsidiary has been in the black for three consecutive years since 2018.
Based on these reasons, I think "TOUS les JOURS" is a popular bakery in mainland Korea all over the world.
