Korean bread is achieving results in a country that took bread as a staple. It is continually expanding in North America.
According to the distribution industry on the 30th, SPC Group's Paris Baguette recently opened its 9th location (Coquitlam branch) and 10th location (Albany Street branch) in Canada. By entering Toronto and Calgary, it is steadily expanding its presence in the North American market. An SPC Group representative noted, "In the early days, we confirmed consumer reactions through company-owned stores, and now that we have gained confidence, we are opening franchise stores."
Recently, rice cakes are also preparing to enter overseas markets. As 'honey rice cake cereal' gained popularity on TikTok and YouTube, SPC Samlip's rice cake franchise 'Bijeun' developed honey rice cakes for export. Honey rice cake cereal is made by pouring honey rice cakes into milk instead of grain cereal. It is considered hearty and pretty as a substitute for a meal and has gained popularity on social network services (SNS). An SPC Samlip representative said, "We are reviewing exports to the U.S., Europe, Southeast Asia, and the Middle East in the first half of next year."
Recently, some have evaluated that the expansion of the global presence of Korean bread and rice cakes was simply due to 'good luck.' They attribute the rise in popularity to the success of Korean dramas or films, or to gaining traction through platforms like TikTok, YouTube, and Instagram. However, food industry workers say that bread and rice cakes are quite different from ramen or chicken.
While the movie 'Parasite' sparked the popularity of Chapaguri (a combination of Chapagetti and Neoguri), and the drama 'My Love from the Star' made Chimaek (chicken and beer) known, bread and rice cakes are different. An advertising industry representative noted, "Bread and rice cakes primarily had advertisements focused on morning dramas (PPL), so it's hard to say they became popular in overseas markets through content media."
So, what is the key factor that gave wings to bread and rice cakes? Paradoxically, it is regulation. The establishment of the Shared Growth Council in 2013, which defined suitable industries for small enterprises, has reportedly helped Korean bread and rice cakes advance into overseas markets.
At that time, a restriction on the opening of franchises was introduced under the pretext of protecting local bakeries and rice cake shops, leading the franchise industry to react that it was 'like a death sentence.' However, the justification of protecting small businesses was so strong that, despite the franchise industry's fierce protests, the stance did not change.
Companies need to grow, but as additional openings became difficult, shadows fell over the business division. A person in charge of the business division at the time reportedly sighed multiple times while watching the employees packed in the office. They reviewed alternative revenue models several times. Attempts to create new brands not designated as small enterprises and strategies for survival through imports were continuously made.
However, the conclusion was ultimately just one: there was no answer other than expanding into overseas markets. From then on, it reportedly began to 'head into uncharted territory.' A representative from the franchise industry said, "Since we could no longer promote growth in the domestic market, we had no choice but to focus on overseas markets," adding that "it took exactly 10 years to start expanding into overseas markets, and there was a strong sense of urgency."
Until now, among domestic corporations, there has been a strong perception that franchises make money easily. Korea has to survive through exports, but there was also a stigma attached to domestic companies as easy money-makers. However, it seems that the descriptor is beginning to change from domestic corporations to overseas corporations. This transformation from making easy money to tackling uncharted territory took 10 years.
The year 2025, the Year of the Green Snake (乙巳年), is said to be approaching. I hope that the green light for the expansion of bread and rice cakes into overseas markets, beyond Southeast Asia to North America and Europe, will shine brightly.