Premium Korean bakeries like Tous Les Jours (56 locations) and Paris Baguette (23 locations) are expanding quickly. Local dessert brands selling Korean-style baked goods — such as Dariboo and Fragment — are also gaining traction.
According to The Jakarta Post, Dariboo sells about 700 items on weekdays and up to 1,300 on weekends. Prices range from 38,000 to 45,000 rupiah (approximately 3,300–4,000 KRW; roughly $2–$3).
The Dubai chewy cookie has become a fast-rising star. Bakeries are rapidly adding it to menus, turning it into a go-to item. With the craze spreading mainly on social media, some shops sold out shortly after launching the cookie.
While prices are lower than in Korea, they still sit above typical local bakery fare. Limited runs and early supply constraints have helped fuel rapid demand.
A KOTRA official advised companies to define a clear target audience rather than trying to appeal to everyone. They added that major Korean franchises like Tous Les Jours and Paris Baguette focus on large shopping malls and target office workers, foreign residents, and premium customers — and that their prices are relatively higher than those of local bakeries.
