K-Pop + K-Food
The SPC Group announced on Dec. 18 that it has opened a Paris Baguette shop that has been redecorated in a “Big Bang” theme in Shanghai, in partnership with YG Entertainment. “Big Bang” is a Korean idol group that has also spawned a line of cute animation characters. This is the first store in both China and Korea that integrates a bakery with pop culture content.
Paris Baguette’s Nanfangshangcheng shop in Shanghai has embellished its 2nd floor with “Big Bang X Krunk,” a cartoon character that illustrates the characters of “Big Bang” in a cartoony style, a character product of YG.
In this shop, they sell desserts and beverages reinterpreted with “Big Bang X Krunk” characters, such as hit products like mini cakes with pure milk, puddings, macaroons, milkshakes and creamy coffees. Also they are going to sell mugs, caps and T-shirts emblazoned with “Krunk” characters.
Celebrating this collaboration, Paris Baguette is running events both online and offline, including “delivering Big Bang Krunk Café opening news to friends,” “collecting stamps,” and “sending Big Bang post cards.” For more information, check Paris Baguette’s official website in China, www.parisbaguette.co.cn, or YG ESHOP’s weibo at http://weibo.com/ygeshopchina.
An officer at Paris Baguette said, “The purpose of this cooperation with YG is for providing young Chinese customers new culture spaces and experiences. We expect that the cooperation between leaders of K-Pop and K-Food creates synergy in the Hallyu, or Korean Wave, industry.”