CJ Foodville, which operates the franchise bakery brand Tous Les Jours, announced on the 9th that the cumulative sales of its matcha products in the Vietnamese market have surpassed 800,000.
Demand for matcha products is increasing in the Vietnamese market. This comes as matcha has gained attention in overseas markets recently. Tous Les Jours launched four types of bread and cakes using matcha in June last year, followed by the release of a matcha version of its '32-layer pull-apart bread' at the end of last year and eight new products including bread, cakes, roll cakes, and beverages last month.
Tous Les Jours' matcha products are characterized by the deep flavor and creamy taste made from finely ground young tea leaves. Matcha is richer in nutrients compared to green tea because the entire leaves are ground. CJ Foodville explained that it designed the recipe with an optimal ratio to reflect the local consumers' preference for strong flavors.
Building on its popularity established in Vietnam, Tous Les Jours is currently exporting products to neighboring countries like Mongolia and Cambodia. Since its entry into Vietnam in 2007, it has been supplying products to Tous Les Jours stores, Lotte Mart locations, local mini-marts like Mini Go!, and Korean companies such as Dookki and CGV after establishing a factory in the Long An area in 2020.
The factory in Vietnam has secured stable production capabilities through standardized manuals from CJ Foodville, R&D capabilities, and recipe development that reflects local preferences. The local subsidiary is strengthening its foundation in the Asian market through integrated management of materials and supplies from procurement to production and logistics, as well as B2B supply and exports.
A CJ Foodville representative said, "The popularity of Tous Les Jours' matcha products in Vietnam is a case of combining the K-bakery identity that Tous Les Jours has maintained with local operational capabilities," adding, "We will further solidify Tous Les Jours' influence in the Asian market based on the product quality verified in Vietnam."