TOUS les JOURS expands its footprint in Southeast Asia with a master franchise agreement in Malaysia
CJ Foodville’s TOUS les JOURS signed a master franchise (MF) agreement with Malaysian company Stream Empire Holdings on January 8. Following its successful operations and expansion in Indonesia, TOUS les JOURS aims to strengthen its brand presence in Malaysia, further solidifying its position in the key halal market of Southeast Asia.
Malaysia is a key economic powerhouse within the Association of Southeast Asian Nations (ASEAN) and a prominent halal market, with Islam as its national religion, making it a strategic hub in the Southeast Asian region. The consistent growth of the Malaysian bakery market also makes the country a strategic cornerstone for TOUS les JOURS. According to the Korea Agro-Fisheries & Food Trade Corporation’s agricultural and food export platform, KATI, the Malaysian bakery market was projected to reach 3 billion USD in 2023 (13.8 billion MYR), with an expected compound annual growth rate of 5.19% from 2024 to 2028.
By expanding into Malaysia, TOUS les JOURS has solidified its position as a leading K-bakery brand across nine countries. Following the signing of the MF agreement, the brand plans to open its first store in Malaysia in the first half of this year, with further expansion to key locations planned thereafter.
Stream Empire Holdings, TOUS les JOURS’ MF partner, is a Malaysia-based company with a diverse portfolio of retail businesses. Operating over 200 stores across major Southeast Asian countries, including Malaysia, it spans sectors such as food and beverages, convenience stores and fashion retail. With its strong local expertise and extensive network, Stream Empire Holdings is expected to be pivotal to TOUS les JOURS’ expansion in Malaysia.
The Malaysian market, in particular, offers strong potential for synergy with Indonesia, where TOUS les JOURS has achieved significant success. The proximity of the two markets is expected to enhance business operations and logistics. TOUS les JOURS entered Indonesia in 2011, establishing a production plant in Bekasi in 2019, and became the first Korean bakery to receive halal certification in the country. Thanks to its Indonesian plant, TOUS les JOURS has maintained a stable supply of baked goods across the Southeast Asian market. In 2023, sales in Indonesia grew by 20% year-on-year, operating profit increased by 27% and operating profit margins remained in double digits for two consecutive years.
With its strong business foundation in the Southeast Asian market and the expertise of local MF partners in Malaysia, TOUS les JOURS plans to open its first store in Malaysia within the first half of this year. The brand aims to offer a differentiated experience with its “premium lifestyle bakery” products, which have been successful in both Korean and international markets. The store will feature a variety of products tailored to local tastes, including hearty breads, pastries, cakes and beverages.
A CJ Foodville representative stated, “We plan to establish TOUS les JOURS as a healthy and fresh premium bakery brand in Malaysia and accelerate our expansion into Southeast Asia,” adding, “By leveraging our successful business foundation in Indonesia and the infrastructure of our local partner in Malaysia, we aim to create strong synergy for continued growth.” Meanwhile, TOUS les JOURS has expanded into North America via the U.S. and Canada and several Asian countries, including Indonesia, Vietnam, Mongolia and Cambodia, and currently operates approximately 560 stores globally. Since entering Indonesia in 2011, the brand has grown to operate over 70 stores in major cities, including the capital, Jakarta, and is recognized as a leading premium bakery brand in the local market.
