SPC Group Paris Baguette, Ranked No.1 in National Brand Competitiveness Index for 3 Consecutive Years

On the 30th of last month, in front of the jujube tree at Baramhaetsal Farm, a healing agriculture farm located in Gyeongsan-si, Gyeongbuk, (from left) Lee Myung-wook, CEO of Paris Croissant, Jo Hyun-il, Mayor of Gyeongsan, and Park Eun-su, head of the NongHyup Central Association Gyeongsan branch, are holding Paris Baguette products launched through a win-win agreement with jujube farmers and posing for a commemorative photo. Photo by SPC Group

[Asia Economy Reporter Moon Hyewon] Paris Baguette, a brand under SPC Group, announced on the 11th that it was selected as the No. 1 brand for three consecutive years in the manufacturing and service sectors across all industries in the '2022 National Brand Competitiveness Index' organized by the Korea Productivity Center.

Paris Baguette also secured the No. 1 position in the bakery sector for 11 consecutive years, further solidifying its position as a leading brand in the domestic bakery market.

This achievement is attributed to the systematic implementation of franchise ESG activities tailored to the nature of the business. In particular, Paris Baguette has consistently introduced products using agricultural products purchased from local farms through the 'Happy Win-Win Project,' which supports the future growth of agriculture. Products utilizing Pyeongchang potatoes, Jeju Gujwa carrots, Nonsan strawberries, Muan onions, Yeongju Punggi ginseng, Yeongcheon Shine Muscat grapes, and Gyeongsan jujubes have been continuously launched. This year, the scope has expanded beyond purchasing and product development to include nurturing young farmers and expanding new varieties of agricultural products, thereby strengthening the competitiveness of farms and enabling the brand to grow together through various activities.

Paris Baguette's successful local marketing is also cited as one of the reasons for the award. Products such as 'Jeju Ma-eum Sand,' 'Gapyeong Matnam Sand,' and 'Pangyo Hogam Sand' embody the unique tastes and emotions of their respective regions, creating scarcity and enjoying great popularity with frequent sell-outs.

Additionally, Paris Baguette has attracted attention by opening 'Lab of Paris Baguette' in Pangyo, a future-oriented store applying its next-generation strategies of localizing and digitalizing. This regional differentiation strategy offers a unique brand experience that reflects the characteristics and lifestyle of the area.

Moreover, Paris Baguette has received positive evaluations for continuously making new attempts, such as collaborating with various brands to provide unique experiences to the MZ generation. This year, it partnered with Samyang Foods to launch the 'Buldak Fair' featuring 'Buldak Sauce' and with Seoul Jangsu to release the 'Jangsu Makgeolli Shake,' both of which gained great popularity.

This content was produced with the assistance of AI translation services.