Crossing Borders with K-Bread... 'Paris Baguette' Enters Italy by Acquiring Pascucci

SPC Group's bakery brand Paris Baguette is entering Italy.

On the 24th, SPC Group Chairman Huh Young-in met with Mario Pascucci, CEO and third-generation founder of the Italian coffee brand Pascucci, who is visiting Korea, and signed an MOU (Memorandum of Understanding) for the 'Master Franchise of Paris Baguette in Italy.'

Exterior view of Paris Baguette France Montparnasse Branch

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This MOU is the result of over a year of discussions between the two companies. If Paris Baguette enters Italy, it will become the third European country after France and the United Kingdom.

After the MOU signing ceremony, Chairman Huh and Chairman Mario toured the Centro Yangjae store, the representative Pascucci store in Korea, as well as the 'Lab of Paris Baguette' Pangyo flagship store, which can serve as a model for Paris Baguette's entry into Italy.

Pascucci, which started in 1883 in the Montecerignone region of Italy, is an authentic Italian espresso specialty brand that has expanded to 17 countries worldwide. Since SPC Group introduced it to Korea in 2002, the two companies have maintained a relationship for over 20 years.

Thanks to SPC Group's expertise in the food and dining sector and franchise business know-how, Korea has become the country with the most Pascucci stores, successfully establishing the brand. Now, in a reciprocal move, Pascucci will introduce SPC Group's Paris Baguette to Italy and help expand the European market through 'cross-entry,' further strengthening the cooperation between the two companies.

Meanwhile, on the 20th, Chairman Huh met with Ferdinando Guelli, Trade Commissioner of the Italian Trade Agency (ITA) in Korea, to agree on increasing trade between SPC Group and Italy. On the 23rd, he also held a meeting with Emilia Gatto, the Italian Ambassador to Korea. In particular, SPC Group has pledged active participation and support for various business exchange events held this year to commemorate the 140th anniversary of diplomatic relations between Korea and Italy.

Chairman Huh said, "Italy, with the largest bakery market in the EU and a diverse bread culture, is a very important market in Europe. I am very pleased and confident to cooperate with Pascucci, with whom we have a long-standing relationship, to enter this market. We will continue to expand cooperation between the two companies and carry out various activities together to contribute to enhancing friendly cooperation between the two countries."

Chairman Mario said, "Paris Baguette, a global brand loved by people worldwide with over 7,000 stores in 11 countries including Korea, will surely capture the tastes of Italians as well. We will do our best to ensure Paris Baguette successfully establishes itself in Italy and the European market."

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