New ‘TLJ’ branding, upscale store design and high-quality pastry range is intended to better position TOUS les JOURS in South Korea’s highly competitive and premium bakery-café segment
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The flagship TLJ store in Seoul’s upscale Gangnam district | Photo credit: CJ Foodville
South Korea’s TOUS les JOURS has revamped its branding and unveiled a new premium store design.
Shortening its name to ‘TLJ’, the bakery-café chain said its new ‘modern and sophisticated’ brand identity is part of a drive to better reflect its premium products and store design in the highly competitive South Korean branded coffee shop market.
CJ Foodville opened a flagship TLJ store in Seoul’s upscale Gangnam district on 13 December 2024 to showcase the re-vamp. The outlet features separate bakery and café counters and an open kitchen, serving high-quality pastries and premium coffee.
Situated between the Gangnam and Sinnonhyeon rail stations, CJ Foodville expects the high footfall, commercial location to attract its key audience of young office workers, students and tourists.
CJ Foodville plans to apply the new branding to company-owned TOUS les JOURS stores before rolling it out to franchised sites.
“The rebranding integrates a cheerful touch into the brand identity design to make it more approachable. TOUS les JOURS has opened an innovative premium store in a major commercial district in Korea in order to accelerate its growth as the ‘global No. 1 bakery brand. We expect that TOUS les JOURS, with its differentiated concept, will establish itself as a landmark in Gangnam and set a new standard for bakeries,” CJ Foodville said in a statement.
Founded in South Korea in 1997, TOUS les JOURS currently operates more than 1,750 stores globally, including more than 1,300 in its home market. The bakery-café chain competes with SPC Group-owned Paris Baguette which also trades on a premium food and coffee menu across its 3,750-plus largely franchised stores in South Korea.
Seoul-based Isaac Toast and US chain Dunkin’ also hold significant market share. In September 2024, South Korean Dunkin’ licensee SPC Group unveiled a new premiumised Dunkin’ store concept in Seoul’s Cheongdam-dong district. The site features an updated store design, including an open kitchen producing hand-made doughnuts and sofa seating areas, as well as a revamped food and beverage menu focused on lower sugar products and premium coffee.