Paris Baguette is expanding its global store network by using major overseas airports as bases. As K-food has taken root as one pillar of global food culture, the strategy is to target local consumers and global travelers at the same time through airport commercial zones.
Paris Baguette said on the 8th that it opened a new store near Gate 8 in Terminal C at Philadelphia International Airport in Pennsylvania in May. It is Paris Baguette's 300th store in the United States and the first airport store it has introduced in the country.
Philadelphia International Airport is a major international airport on the U.S. East Coast used by more than 30 million people annually. Paris Baguette said the opening secures a new touchpoint to meet not only local customers but also travelers from around the world.
The Philadelphia airport location is designed as a seatless Grab & Go format tailored to the characteristics of airport users. Centered on bakery items and beverages, it offers menus that are easy to enjoy on the move. The focus is on speeding purchases and improving portability to suit the airport commercial area.
Paris Baguette is also introducing menus at overseas airport stores that reflect local tastes and usage patterns. At the Ninoy Aquino International Airport location in the Philippines, it sells products that blend Korean-style menus with local food culture, such as grilled chicken galbi and spicy bulgogi cream pasta. At the Techo International Airport location in Cambodia, items such as the "Trio K-spicy sandwich" and "spicy kimchi pastry" are receiving positive responses.
At the same time, it is strengthening takeout menus and meal replacement lineups to reflect the airport commercial zone's high on-the-move demand. The strategy targets travelers who want to finish a meal in a short time.
Since opening its first U.S. store in 2005, Paris Baguette has expanded operations to 30 states. In 2025, it is maintaining steady growth in the North American market, achieving profitability along with about 30% sales growth from the previous year.
Expanding the overseas airport network is seen as one of the key strategies to boost the global influence of K-bakery. The plan is to open stores at airports where travelers from around the world pass through to raise brand awareness and broaden the foundation for entering local markets.
A Paris Baguette official said, "The Philadelphia International Airport location carries significant symbolic meaning as the 300th U.S. store and the first airport store in the United States," adding, "We will continue to expand our global bases to promote the excellence of K-bakery and provide differentiated brand experiences to customers around the world."