As the Dubai jjondeuk cookie craze sweeps the nation, 'SSONI' Son Heung-min (34) bread makes its debut.
Paris Baguette announced on the 28th that it is partnering with LAFC, the U.S. Major League Soccer (MLS) club to which Son Heung-min belongs, to sequentially introduce three new products that embody the club's identity.
This is part of Paris Baguette's brand campaign with LAFC, "PLAY BOLD (enjoy it, boldly)!" This collaboration is an extension of the LAFC official partnership signed last year, the first of its kind in the domestic food industry.
The new products are characterized by a visual realization of LAFC's signature colors, black and gold. The club emblem and images of key players are applied to the packaging to stimulate collectors' desires among soccer fans.
The first to be released, 'LA jjondeuk donut,' coats the popular Korean and U.S. 'choux-y donut' in dark chocolate. 'LA whoopie pie,' which will be released on the 30th, reinterprets the traditional American dessert with a harmony of chocolate cake and fresh marshmallow.
Paris Baguette will also release 'LA sweet-and-salty soboru' on Feb. 4, using squid-ink bread and yellow cheese. It is characterized by sweet soboru and custard toppings.
When purchasing collaboration products, participating stores will provide exclusive box packaging featuring images of the club's representative players and the "PLAY BOLD" slogan. LAFC is familiar to domestic fans as a club that past players who played with Son Heung-min passed through or currently play for.
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