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Champion barista Alexandra Hager visits key Asian markets to share the brand’s beverage development know-how and create K-inspired drinks with local flavors
■ TOUS les JOURS Tours Three Asian Countries to Develop K-Inspired Beverages
CJ Foodville announced that its bakery brand TOUS les JOURS will share its beverage development expertise and global operational capabilities with its teams in key Asian markets, aiming to introduce distinctive K-inspired beverages tailored to reflect local trends in each market.
Starting October 30, 2026, Alexandra Hager, Beverage R&D Manager at TOUS les JOURS USA, has been visiting key Asian markets, including Indonesia, Vietnam and Mongolia, to research local market and consumer trends. Drawing on these insights, she will reinterpret locally popular ingredients through TOUS les JOURS’ creative approach while sharing beverage development expertise accumulated across global markets.
In particular, the brand aims to offer a distinctive beverage experience that feels both familiar and new by combining coffee and tea with concepts inspired by K-bakeries and K-desserts.
This vision of blending K-bakery inspiration with coffee and tea is also what prompted Hager to volunteer for the project.
■ Alexandra Hager: U.S. Champion Barista Crafting Korean-Inspired Beverages
Since joining TOUS les JOURS in 2018, Hager has introduced a range of signature beverages that reflect Korean identity in the U.S. market, strengthening the brand’s competitiveness as a bakery café. In April 2022, she won first place in the Coffee in Good Spirits competition, organized by the USA Chapter of the Specialty Coffee Association (SCA). Before joining TOUS les JOURS, she worked as a barista at Starbucks and Blue Bottle in Los Angeles.
Hager’s signature creations include the Tiramisu Latte, which reimagines one of TOUS les JOURS’ popular cakes as a drink, and the Gochujang Caramel Latte, made with a distinctly Korean ingredient and developed in collaboration with global brand Oatly. It blends the spicy-sweet flavor of gochujang into a latte, offering a new way to experience the iconic Korean ingredient.
“We launched this project to share the product development capabilities and operational know-how we’ve built in global markets with our overseas operations. By incorporating local trends, we aim to create distinctive menu items only TOUS les JOURS can offer,” a CJ Foodville representative said.
By connecting the strengths of our operations in each country, we will enhance our operational competitiveness worldwide and further solidify our role as a global franchise platform leading the K-bakery category.
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A. Building on the operational capabilities it has developed in global markets, TOUS les JOURS aims to create distinctive beverages that reinterpret each country’s trends through a Korean sensibility and technical expertise. Through this project, the brand plans to strengthen its competitiveness in the global beverage market and further solidify its position as a global franchise platform leading the K-bakery category.
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A. TOUS les JOURS has been visiting its key markets in Indonesia, Vietnam and Mongolia since October 30, 2026.
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A. Alexandra Hager is a Beverage R&D Specialist who joined CJ Foodville USA in 2018. She develops a range of signature beverages that reflect TOUS les JOURS’ Korean identity.
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A. Her signature beverages include the Tiramisu Latte and Gochujang Caramel Latte.
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A. The U.S. Coffee Championships are the most prestigious specialty coffee competitions in the U.S., held annually by the USA Chapter of the Specialty Coffee Association (SCA).
