KUALA LUMPUR (Oct 9): Berjaya Food Bhd (KL:BJFOOD) said on Wednesday that it has signed a master franchise agreement that would allow the company to exclusively operate Paris Baguette stores in Brunei and Thailand.

The company has plans to open an unspecified number of stores across both markets by quarter three of 2025, Berjaya Food said in a statement. Paris Baguette, which mainly sells French-inspired bakery products, is the flagship brand of South Korean food company SPC Group.

“The expansion into Brunei and Thailand also reflects commitment to establishing a stronger footprint in underserved markets, tapping into the rising café culture in these nations,” Berjaya Food said.

The latest agreement comes as Berjaya Food pushes for international expansion and growth of other brands, amid pressure on its key Starbucks franchise in Malaysia. 

Berjaya Food launched Paris Baguette in the Philippines in April, and its second store in September this year. Berjaya Food currently has eight Paris Baguette stores in Malaysia and two in the Philippines.

The company had also signed an agreement to operate Paris Baguette in Singapore. There are already over 4,000 Paris Baguette stores across 11 countries. 

“We are excited to extend Paris Baguette’s reach into Brunei and Thailand, two vibrant markets with growing demand for premium café experiences,” said Datuk Sydney Quays, chief executive officer of Berjaya Food.

Berjaya Food is also exploring “new opportunities to introduce other international brands under its portfolio to global markets” as part of a broader expansion strategy, the company said without elaborating further. 

Current portfolio of Berjaya Food includes Starbucks Coffee, Kenny Rogers Roasters, and Krispy Kreme Doughnuts. 

Starbucks in Malaysia has been facing public boycott, along with a few other global brands such as fast food chain McDonald’s, due to their support or perceived link to Israel amid the ongoing conflict in Gaza.