Kuala Lumpur-based Stream Empire Holdings has obtained master franchise rights to operate the South Korean bakery-café brand in Malaysia, with a first store set to open in the second quarter
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Stream Empire Holdings CEO Justin Lim (left) and CJ Foodville Indonesia CEO Jeong Su-won (right) | Photo credit: CJ Foodville
South Korean bakery-café chain TOUS les JOURS is set to re-enter Malaysia in 2025 in partnership with retail and e-commerce group Stream Empire Holdings.
The first store of the partnership will open in the second quarter at Sunway Pyramid Mall, with a second site planned for Sunway Velocity Mall.
In a press release, parent company CJ Foodville said it will leverage its successful TOUS les JOURS operations and supply chain in nearby Indonesia to expand in Malaysia – which it sees as a strategic hub for further growth in Southeast Asia.
TOUS les JOURS entered Indonesia in 2011 and opened a halal-certified production facility in the country in 2019. With over 70 outlets, TOUS les JOURS Indonesian business achieved 20% year-on-year sales growth and 27% year-on-year operating profit growth in 2023.
“We plan to establish TOUS les JOURS as a healthy and fresh premium bakery brand in Malaysia and accelerate our expansion into Southeast Asia. We will create strong synergy effects by utilising our successful business foundation in Indonesia and the infrastructure of our local partner in Malaysia,” a CJ Foodville spokesperson said.
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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 opened its first Malaysian store in Kuala Lumpur in June 2013 but exited the market four years later, closing its four stores.
Alongside South Korea and Indonesia, TOUS les JOURS’ East Asia network also comprises stores in China, Vietnam, Singapore, Mongolia and Cambodia.
Kuala Lumpur-based Stream Empire Holdings operates approximately 200 retail stores across Malaysia, Brunei, Singapore and Thailand. Most of its licensed outlets are sporting and fitness fashion brands, although it has diversified its portfolio with several convenience store additions since 2021. TOUS les JOURS is Stream Empire Holding’s first licensed café brand.