CJ Foodville's Tous Les Jours announced on the 4th that it will open a new store, 'Tous Les Jours Sunway Pyramid,' in a large shopping mall in Kuala Lumpur, the capital of Malaysia.
This new store is the first location to be showcased following the signing of a master franchise (MF) agreement with the local partner, Stream Empire Holdings, in January. An MF agreement allows the headquarters to expand abroad without direct investment while receiving brand royalties and fees from contracts with local corporations, and selling technology support and brand usage rights. This method is considered advantageous as it has less risk compared to direct investment, and enables rapid brand expansion through partners who are familiar with the local market, leading to an increase in overseas expansions via MF agreements.
The Tous Les Jours Sunway Pyramid store is located on the second floor of the large complex shopping mall Sunway Pyramid in the heart of Kuala Lumpur. Spanning approximately 60 pyeong, it is designed as a premium bakery café space that showcases Tous Les Jours' high-quality products. Through this, CJ Foodville plans to expand its identity as a representative of K bakery into the Malaysian market.
Tous Les Jours offers not only its steady seller products, such as pastries and fresh cream cakes, which have proven popular domestically and internationally for a long time, but also has a lineup that reflects the demands and preferences of local customers, including sandwiches and beverages made with meal bread. They plan to strengthen customer engagement through face-to-face showcases and an open space design.
In particular, Tous Les Jours' successful expansion in geographically close Indonesia is cited as a positive factor for establishing its presence in the Malaysian market. CJ Foodville aims to maximize synergy in various areas, including business operations and logistics in Malaysia, based on the factory it operates in Indonesia. Building on this, they plan to open an additional store in June at Sunway Velocity Mall, a key commercial area in Kuala Lumpur.
A CJ Foodville official said, 'We will strengthen our brand position in the Southeast Asian market, including Malaysia, through excellent taste and quality products representing K-bakery.'