CreatripTeam

Paris Baguette marked the 80th anniversary of its original shop Sangmidang by unveiling a new brand vision called 'K-Pava'—a play on 'K' (Korean) and the chain's nickname 'Pava'—positioning the company as a leader of global "K-bakery" trends similar to K-pop. The bakery opened a flagship store, Gwanghwamun 1945, at the site of its first 1988 store, featuring a 17m media wall, 116 seats, and design elements using traditional patterns and Hangul (Korean alphabet). Limited-edition anniversary items combine traditional Korean ingredients and methods with modern techniques, including breads made with rice nuruk (traditional fermentation starter) and native yeast, Isigny butter cream bread, a custard "gold cream" loaf made in a traditional cauldron, nostalgic yukwa-style donuts, puffed-grain pastries, and a Jeju barley bread. A dedicated Sangmidang corner displays the brand’s history, and a 'K-Pava Cake' series interprets Korean aesthetics—such as bibimbap-inspired colors and hanbok (traditional Korean dress) motifs—into cakes. Paris Baguette says it will continue to develop 'K-Pava' products and content to offer unique experiences and drive the global K-bakery movement.