Tous les Jours
A South Korean bakery-café franchise combining French-inspired baked goods with Asian tastes and café beverages.
Last updated August 21, 2026
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Overview
Tous les Jours, stylized TOUS les JOURS and known in Korean as 뚜레쥬르, is a South Korean bakery-café franchise owned by CJ Foodville, part of the CJ Group. Its French name means “every day,” reflecting the chain’s emphasis on bread and pastries produced for frequent, everyday consumption. The brand presents itself as French-Asian-inspired rather than as a strictly traditional French pâtisserie: its stores generally combine European-style breads and cakes with products adapted to local tastes and eating habits. The business was established in 1996, and its first store opened in Guri, South Korea, in September 1997. Later that year, the company established a frozen-dough facility in Um-Sung, South Korea, enabling standardized production and distribution across a growing franchise network. Public franchising began in September 1998. The chain expanded rapidly in its home market, reaching its 100th store in April 1999, its 300th in June 2001, and its 1,000th in July 2008. Tous les Jours broadened its offer beyond baked goods during the early 2000s. In May 2002, stores began selling coffee, sandwiches, fruit juices, and other beverages. In January 2003, the company adopted a café-style bakery model, positioning its outlets as places for both takeaway purchases and on-site consumption. This format helped the brand compete in the wider bakery-café category rather than relying only on traditional bread retailing. International expansion began in the United States in April 2004 and continued with China in August 2005 and Vietnam in June 2007. The brand subsequently entered Indonesia, the Philippines, Malaysia, Cambodia, Mongolia, Singapore, and other markets. By April 2015, it reported more than 160 stores outside South Korea. Indonesia became one of its more substantial Southeast Asian markets, with outlets in the Jakarta metropolitan area and other major cities. CJ Foodville also announced a planned investment in a production facility in Karawang in 2018 to support Indonesian operations. The brand’s international network has not followed a uniform path. Tous les Jours closed all four Malaysian stores in 2017, but a 2025 report described plans to return to Malaysia with five outlets. In Singapore, the first reported store opened at Northpoint City in December 2024. Mongolia developed a sizeable presence in Ulaanbaatar, while the United States, China, Vietnam, Indonesia, the Philippines, and Cambodia have served as important international markets at different times. As of 2021, the worldwide network was reported to exceed 1,650 locations. Its typical range includes breads, laminated and French-style pastries, cakes, sandwiches, coffee, fruit beverages, and other café products. Cakes and celebratory baked goods are important for both everyday and special-occasion purchases, while the café format supports breakfast, snacks, and light meals. Product availability, recipes, certification, and store formats vary by market. In Indonesia, all products obtained halal certification in 2020, reflecting the requirements and consumer expectations of that market. Tous les Jours is positioned as an accessible premium or upper-mainstream bakery-café brand. It relies on fresh-baking cues, a broad assortment, café convenience, standardized franchise operations, and localized product development. Its principal international bakery-café competitor is commonly identified as Paris Baguette, although the company also competes with local bakery chains, independent bakeries, cafés, and supermarket bakery departments. The brand remains active under CJ Foodville, with operations and market participation changing over time by country.
History
Tous les Jours was established in 1996 as a bakery business associated with CJ Foodville. Its first store opened in Guri, South Korea, in September 1997. In November of that year, the company created a frozen-dough production facility in Um-Sung, South Korea. The facility supported centralized production and distribution, allowing the developing chain to maintain greater consistency as it expanded. The company began offering franchise licenses to the public in September 1998. Domestic growth accelerated quickly: the 100th store opened in April 1999, followed by the 300th in June 2001. The chain expanded its product range in May 2002 by adding coffee, sandwiches, fruit juices, and other beverages to its baked goods. In January 2003, it formally shifted toward a café-style bakery model, combining bakery retail with seating and beverage service. Tous les Jours reached 1,000 stores in South Korea in July 2008. International growth began with the opening of stores in the United States in April 2004 and China in August 2005. The first Vietnamese store opened in Ho Chi Minh City in June 2007. The chain entered Indonesia in 2011 and the Philippines later that year, inaugurating its first Philippine store on November 11, 2011, as part of an initial network in Metro Manila. Malaysia followed in June 2013, Cambodia in November 2014, and Mongolia in October 2016. Indonesia became a significant regional market, with stores in the Jakarta metropolitan area and cities including Semarang, Bandung, Medan, and Denpasar. In 2018, CJ Foodville announced a planned investment of Rp100 billion in a Karawang-area factory intended to support Tous les Jours operations in Indonesia. The Indonesian business also obtained halal certification for all products in 2020. The international network has included both expansion and retrenchment. Tous les Jours had more than 160 stores outside South Korea by April 2015. In Malaysia, however, the company abruptly closed all four locations in May 2017. A report published in January 2025 described plans to resume Malaysian operations with five outlets. The brand opened its first Singapore store at Northpoint City in December 2024. Mongolia developed a network concentrated in Ulaanbaatar, while the company continued to operate or maintain a presence in other Asian and North American markets. By 2021, the worldwide chain was reported to have more than 1,650 locations. Its modern identity is based on the bakery-café format: breads and pastries are displayed alongside cakes, sandwiches, coffee, juices, and other drinks. The French name and European-style product presentation are combined with recipes and operating practices adapted to local markets. Tous les Jours remains a CJ Foodville brand and competes internationally with Paris Baguette and a variety of domestic bakery and café operators.
- 2025
Reported Malaysian re-entry
[1]The company was reported to be planning a return to Malaysia with five outlets.
- 2024
Singapore launch
[1]The first Singapore store opened at Northpoint City in December.
- 2021
Global network exceeded 1,650 locations
[1]The worldwide chain was reported to have more than 1,650 locations.
- 2020
Indonesian halal certification obtained
[1]All Tous les Jours products in Indonesia obtained halal certification.
- 2018
Indonesian production investment announced
[1]CJ Foodville announced a planned Rp100 billion investment in a Karawang-area factory to support Indonesian operations.
- 2017
Malaysian stores closed
[1]Tous les Jours announced the closure of all four Malaysian stores.
- 2016
Mongolia launch
[1]The first Mongolian location opened in Ulaanbaatar in October.
- 2014
Cambodia launch
[1]The first Cambodian store opened in November.
- 2013
Malaysia launch
[1]The first Malaysian Tous les Jours store opened in Kuala Lumpur in June.
- 2011
Indonesia and Philippines expansion
[1]The brand opened its initial Indonesian store and inaugurated its first Philippine store in November.
Products and positioning
Accessible premium bakery-café chain with French-Asian-inspired products, fresh-baking cues, and localized international offerings.
Bakery · 1997
Breads
The core assortment includes everyday breads and French-influenced loaves produced for takeaway consumption. Products may include soft breads, filled breads, and crustier European-style items, with recipes and flavors adapted to individual markets. Centralized dough production and franchise standards have supported consistency across the network.
Bakery · 1997
Pastries
Tous les Jours offers pastries and other French-style baked goods as part of its premium bakery presentation. The category supports impulse purchases, breakfast occasions, and café visits. Exact products vary by market, reflecting local preferences and ingredient or certification requirements.
Confectionery and bakery · 1997
Cakes
Cakes are a major part of the brand’s celebration and gifting business. Stores sell prepared cakes and may accept orders for customized or decorated cakes, subject to local policies. Cake offerings complement the everyday bread range and give the chain a role in birthdays, holidays, and other occasions.
Café beverages · 2002
Coffee and beverages
Coffee, fruit juices, and other beverages were added in 2002 as Tous les Jours developed its café-style bakery model. Drinks support in-store consumption and increase the brand’s relevance for breakfast, snacks, and informal meetings rather than limiting stores to bakery takeaway.
Light meals · 2002
Sandwiches
Sandwiches were introduced alongside beverages during the chain’s shift toward a bakery-café format. They extend the menu into light meals and lunch occasions, using the bakery’s bread production as a foundation. Product composition and availability differ by country.
Controversies
2019
South Jakarta cake-message controversy
A Tous les Jours outlet in Pacific Place, South Jakarta, was accused of refusing to write messages connected with Christmas, Valentine's Day, and Chinese New Year on customer-ordered cakes. The reported practice prompted allegations of religious discrimination and public criticism. The available reference does not establish a broader corporate finding or final legal outcome.
Brand decisions
2025
Planned return to MalaysiaStrategyBackground
The company had withdrawn from Malaysia in 2017 after operating four stores.
Action taken
The brand was reported to be preparing to reopen in Malaysia with five outlets during 2025.
Aftermath
The reported plan would represent a re-entry into the Malaysian market; the available reference does not confirm the opening dates or completed store count.
2020
Halal certification in IndonesiaOtherBackground
Operating in Indonesia requires attention to halal standards and local consumer expectations.
Action taken
Tous les Jours obtained halal certification for all of its Indonesian products.
Aftermath
Certification supported the brand’s ability to serve the Indonesian market under recognized halal requirements.
2018
Planned Indonesian production facilityStrategyBackground
Tous les Jours had expanded in Indonesia beyond Jakarta into several major cities, creating a need for local production support.
Action taken
CJ Foodville announced a planned Rp100 billion investment in a factory in the Karawang area.
Aftermath
The planned facility was intended to support Tous les Jours operations in Indonesia. The available reference does not confirm its completion or final investment amount.
Planned factory investment. Rp100 billion announced investment (2018)
2017
Exit from MalaysiaStrategyBackground
Tous les Jours had opened its first Malaysian store in Kuala Lumpur in 2013 and operated four stores by the time of the exit.
Action taken
The company announced the closure of all four Malaysian stores in May.
Aftermath
The Malaysian business ended at that time, although a later report described plans for a return in 2025.
2003
Adoption of the café-style bakery modelStrategyBackground
The chain had begun adding coffee, sandwiches, juices, and other drinks to its bakery assortment in 2002.
Action taken
Tous les Jours shifted its stores toward a café-style bakery format in January 2003.
Aftermath
The move broadened the brand from a bread retailer into a bakery-café serving takeaway products and beverages for on-site consumption.
Recent events
TOUS les JOURS announces exit from Guangdong[3]
Reported:
TOUS les JOURS announced that all of its stores would stop operating in Guangdong. The notice said most Guangzhou stores would operate through January 31, 2020.
Sources3 sources
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