Korean premium bakery brands like Tous Les Jours (56 locations) and Paris Baguette (23 stores) are expanding fast. Local dessert brands selling Korean-style baked goods, such as Dariboo and Fragment, are also gaining traction.
The Jakarta Post reports Dariboo sells roughly 700 items on weekdays and as many as 1,300 on weekends. Prices range from IDR 38,000–45,000 (about KRW 3,300–4,000, or roughly $2.48–$3.00).
Dubai chewy cookies have also been catching on quickly. Bakeries have been adding the Dubai chewy cookie to their menus, where it’s already become a must-try item. Social media buzz helped fuel the hype, and some stores sold out shortly after launch.
Prices are lower than in Korea but still higher than typical local bakery fare. Despite that, limited runs and early supply constraints have helped create rapid demand.
A KOTRA official advised that businesses should focus on clearly defined target consumers rather than trying to reach everyone. He noted that major Korean franchises like Tous Les Jours and Paris Baguette tend to concentrate in large shopping malls and aim at office workers, expatriates, and premium customers, which explains why their prices are relatively higher than local bakeries.
