AdminThe Malaysian food and beverage sector is set for a transformative addition with the introduction of Tous les Jours, a renowned French-Korean bakery-café brand. CJ Foodville, a global F&B leader, has entered a strategic partnership with SEH Food, part of Stream Empire Holdings, to bring the celebrated bakery experience to Malaysian consumers. The inaugural outlet is scheduled to open at Sunway Pyramid by Q2 2025.
Tous les Jours, which translates to “every day” in French, has gained global acclaim with over 1,300 stores in Korea and 550 international outlets. Known for its French-Korean-inspired baked goods, bold coffees, and handcrafted beverages, the brand has set its sights on Malaysia, a burgeoning market with a growing affinity for premium bakery culture and Korean brands.
“Malaysia, with its vibrant culinary landscape and strong interest in premium bakery-cafés, is a key market for us. This partnership with Stream Empire Holdings marks a significant milestone in our journey to share the joy of freshly baked goods with Southeast Asia.” said Jeong Soo Won, Region Head of Southeast Asia for CJ Foodville.
Stream Empire Holdings Diversifies Into F&B
SEH Food, the newly appointed master franchisee for Tous les Jours in Malaysia, brings years of expertise in managing international brands across fashion, beauty, and retail. This venture marks the company’s foray into the F&B sector, with ambitions to expand regionally in the future.
Justin Lim, CEO of Stream Empire Holdings, expressed his excitement about the collaboration, stating, “This partnership with CJ Foodville to bring Tous les Jours to Malaysia represents a bold new chapter for Stream Empire Holdings. Diversifying into the F&B sector allows us to leverage our expertise in retail and e-commerce while meeting the growing demand for unique and premium dining experiences. Tous les Jours’ innovative blend of French and Korean flavours aligns perfectly with our mission to introduce world-class brands to Malaysian consumers.”
By introducing Tous les Jours, Stream Empire Holdings aims to position itself as a key player in Malaysia’s competitive F&B market, focusing on premium and halal-certified offerings to cater to diverse consumer needs.
Halal-Certified Goods for a Diverse Market
The brand’s commitment to halal-certified products is expected to resonate strongly with Malaysian consumers. Tous les Jours will leverage CJ Foodville’s halal-certified manufacturing facilities in Indonesia to ensure that its offerings align with local dietary preferences and standards.
The flagship outlet at Sunway Pyramid will serve as the cornerstone of Tous les Jours’ Malaysian expansion, offering consumers a taste of its celebrated French-Korean bakery creations.
The collaboration is poised to have a positive impact on Malaysia’s economy by driving investments in retail spaces, creating job opportunities, and strengthening supply chain networks. As a key milestone in Tous les Jours’ global growth strategy, the Malaysian venture also underscores the country’s appeal as a dynamic F&B hub.
By combining CJ Foodville’s global expertise with Stream Empire Holdings’ local market knowledge, the partnership aims for sustainable growth. The anticipated success of Tous les Jours in Malaysia will not only enrich the country’s culinary offerings but also reinforce its position as a strategic gateway for international brands entering Southeast Asia.
With its unique blend of French artistry and Korean innovation, Tous les Jours is poised to elevate Malaysia’s bakery-café culture to new heights.
C. Khor
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