Paris Baguette Unveils New Vision 'K-Paba' for Sangmidang's 80th Anniversary

Flagship Store Opens in Gwanghwamun, the Site of Sangmidang’s First Branch
Limited Edition Commemorative Products Also Launched

Paris Baguette announced on October 28 that it is unveiling its new brand vision, 'K-Paba,' in celebration of the 80th anniversary of 'Sangmidang,' and will be launching commemorative products.

'K-Paba' is a concept that reflects the company’s history and tradition, which began in 1945 with the small bakery Sangmidang, and how the global K-bakery Paris Baguette will carry this legacy into the future. The 'K-Paba' logo, designed so that the elongated vowel 'a' in 'K-pop' is read as 'Paba,' the abbreviation for Paris Baguette, expresses the brand’s ambition to lead the global bakery market, just as K-pop leads global cultural trends.

Paris Baguette is offering limited edition K-Paba products at its newly opened flagship store, 'Gwanghwamun 1945 Branch,' which opened in September. Gwanghwamun is the location where Paris Baguette opened its very first store in 1988. Through the 'Gwanghwamun 1945 Branch,' Paris Baguette plans to showcase its 80-year heritage and the excellence of K-bakery.

Exterior of Paris Baguette flagship store 'Gwanghwamun 1945 Branch'. Paris Baguette

Upon entering the Gwanghwamun 1945 Branch, visitors are greeted by a large media wall measuring 17 meters in length and 2 meters in height, which displays videos featuring the 'K-Paba' logo as well as various videos highlighting the past, present, and future of Paris Baguette. The store offers 116 seats and incorporates traditional patterns and Hangul-inspired designs throughout the space.

The limited edition products commemorating the 80th anniversary of Sangmidang have been developed under the 'K-Paba' concept, combining traditional ingredients and methods with modern technology and sensibility. These include 'Woori Jujong Bread,' made with traditional takju brewed from Korean rice nuruk and patented native yeast; 'Isigny Butter Cream Bread,' which uses premium French Isigny fermented butter and salted syrup for enhanced flavor; 'Golden Cream Bread,' featuring custard cream made in a traditional pot with pasture eggs, vanilla beans, and crystal pearl salt for a savory taste; 'Yugwa Donut,' recreating nostalgic flavors with barley malt, Korean rice, and ginger syrup; 'Puffed Pastry,' offering a crispy texture with sprouted brown rice and popped kamut; and 'K-Paba Jeju Barley Bread,' which combines the rich flavors of Jeju barley, sweet red bean paste, and aromatic mugwort rice cake. A dedicated Sangmidang corner within the store allows visitors to explore the history of Sangmidang and Paris Baguette.

The store also offers the 'K-Paba Cake' series, which presents a modern interpretation of traditional Korean beauty and color. This includes the 'K-Paba Bibim Cake,' which recreates the vibrant colors of bibimbap using fruits and chocolate crumble, and the 'K-Paba Hanbok Cake,' which expresses the colors and elegance of hanbok in cake form.

A Paris Baguette representative stated, "To mark the 80th anniversary of Sangmidang, we have introduced special products under the 'K-Paba' concept at the 'Gwanghwamun 1945 Branch,' which embodies the past, present, and future of Paris Baguette," adding, "We will continue to present 'K-Paba' products and content that connect tradition with the future, providing customers with unique experiences and leading the global K-bakery trend."

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