South Korea's renowned bakery chain, Paris Baguette, has unveiled a new marketing partnership with the French soccer club Paris Saint-Germain in a bid to elevate its global brand presence.

Under this sponsorship agreement, the distinctive Paris Baguette logo and promotional videos will grace the Parc des Princes stadium, with its substantial 48,500-seat capacity, the home of Paris Saint-Germain. Furthermore, the collaboration encompasses the distribution of delectable Paris Baguette bakery products on matchdays, the creation of co-branded merchandise, and the development of engaging social media content.

Hur Jin Soo, CEO of Paris Baguette, expressed his enthusiasm for the partnership, stating, "We are delighted to form an alliance with the esteemed football club, Paris Saint-Germain. Through the fusion of food culture and sports inspired by the magnificent city of Paris, we aim to bring heightened enjoyment and value to our patrons and football enthusiasts around the globe."

Paris Baguette has recently broadened its international footprint, inaugurating 500 additional locations outside South Korea. In France alone, the company has firmly established its presence with five stores, all strategically located in the heart of Paris.

At the Choose France summit held in July 2022, Hur Jin Soo, the CEO of Paris Baguette, alongside Chairman Hur Young In, unveiled their ambitious expansion strategy. Their plans not only include the opening of more storefronts across France but also the construction of a dedicated production facility to streamline operations within the region.

Originating in 1988 and operating as a key business of the SPC Group, Paris Baguette has grown to become a global powerhouse in the bakery sector. Its international chain now encompasses a diverse portfolio of markets, such as the UK, the US, China, and Malaysia, summing up to roughly 4,100 stores across the globe.

In the realm of sports, Paris Saint-Germain (PSG) is one of the world's most affluent and high-profile football clubs. The club's roster is further enhanced by the talents of South Korean footballer Lee Kang-in, who brings a touch of Korean prowess to the Parisian pitch.