SEOUL, KOREA - On October 28, Tous Les Jours, a healthy bakery brand emphasizing “fresh ingredients,” held an MF agreement signing ceremony in Xinjiang Uygur Autonomous Region, located in the northwest of China. Thanks to the MF agreement with a local food service company, Tous Les Jours will now have six provinces and one province-level autonomous region under its belt, thus becoming a S. Korean bakery franchise brand with the most extensive supply chain network in China.
Geographically speaking, the Silk Road ran through Xinjiang Uygur Autonomous Region that takes up about one sixth of the country's territory. And Xinjiang Uygur Autonomous Region is located far away from China’s major cities, such as Beijing and Shanghai, so its own political and economic activities have been brisk.
Tous Les Jours‘s MF partner, Xinjiang Guānghé Zuòyòng Wénhuà Guanli Corporation, was created by the merger of the region’s two major food service companies, specializing in the restaurant and bakery business.
CJ Foodville said that its MF partner’s expertise in the restaurant and bakery business would considerably expedite Tous Les Jours‘s expansion in the region. On top of that, Tous Les Jours’s MF partner has also recently struck ‘joint venture agreements’ with the Ürümqi city government and Xinjiang Youhao Group, the largest distributor in Xinjiang, further raising the prospect of Tous Les Jours‘s successful business in China.
“Through this close partnership, we will spare no efforts in facilitating the growth of both companies. I’m confident that the tie-up between CJ Foodville and Xinjiang Guānghé Zuòyòng Wénhuà Guanli Corporation will nurture Tous Les Jours into the best bakery chain brand in the Chinese market,” said Jung Moon mok, CEO of CJ Foodville, at the MF agreement signing ceremony, held in Ürümqi on October 28.
Tous Les Jours currently has stores in China's five major cities (Beijing, Tianjin, Shanghai, Weihai, and Suzhoua) and in six provinces (Sichuan, Henan, Shanxi, Shaanxi, Fujian, and Zhejiang). The Korean bakery giant’s entry to Xinjiang Uyghur Autonomous Region will make Tous Les Jours a S. Korean bakery chain brand with the most extensive supply chain network in China.
“The MF agreement allows us to enter nearly half of China’s territory. Riding the momentum gained by the recent MF agreement, we will further spur on our endeavors to build a second CJ Foodville in China,” said an official from CJ Foodville.
As of now, Tous Les Jours runs a total of 155 stores in seven countries, including the US, Vietnam, Indonesia, the Philippines, Cambodia and Malaysia.
By. Kim Yu-na(yuna@koreaittimes.com)
