Kuala Lumpur, Malaysia – South Korean bakery-café chain TOUS les JOURS is set to re-enter the Malaysian market, made possible by a partnership by its parent company CJ Foodville and retail and e-commerce group Stream Empire Holdings.
The first branch will be opening in the second quarter at Sunway Pyramid Mall, with a second one planned for Sunway Velocity Mall.
TOUS les JOURS first entered in Malaysia in June 2013 but exited in 2017, closing its four stores back then.
CJ Foodville stated plans to utilise its thriving TOUS les JOURS operations and established supply chain in neighbouring Indonesia to support its expansion into Malaysia, which it views as a key strategic hub for driving further growth in Southeast Asia.
TOUS les JOURS first entered the Indonesian market in 2011 and established a halal-certified production facility there in 2019. By 2023, the brand had grown to over 70 outlets in Indonesia, achieving a 20% year-on-year increase in sales and a 27% year-on-year rise in operating profit.
“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.
Alongside South Korea and Indonesia, TOUS les JOURS’ East Asia network also comprises stores in China, Vietnam, Singapore, Mongolia and Cambodia.
