TOUS les JOURS, an internationally recognised bakery café chain under a South Korean conglomerate, marked its re-entry into Malaysia through a partnership with SEH Food, part of Stream Empire Holdings. Championing the artistry of its French-Korean bakery arts, the brand is devoted to sharing its romantic culinary fusion steeped in cultural storytelling. INK PR was engaged to elevate the brand’s market debut as a lifestyle icon, driven by the authentic experiences and sensory-driven branding. With a campaign shaped by immersive touchpoints and meaningful storytelling, the activation aimed to build emotional equity and cultural relevance with Malaysian consumers with its promise of freshly baked goods every single day.
STRATEGY
INK (the agency) played a pivotal role in reintroducing the brand to the local population through three separate activations. The first was the signing ceremony between the two entities, where The Agency facilitated the invitation to both mainstream and entertainment media, and assisted in coordinating a media-worthy press conference at Sunway Pyramid Hotel—officially reintroducing TOUS les JOURS to the market. The milestone signalled the international brand’s trust and confidence in Malaysia, paving the way for future international collaboration.
The Agency also assisted in the coordination for the grand opening of TOUS les JOURS’ first store at Sunway Pyramid Shopping Mall. Selected media and KOLs were invited to get their first taste of the brand’s offerings, ambience, and positioning through an immersive experience of the café’s signature blend of elegance and warmth.
To further spotlight the brand’s cultural narrative and aspirations in Malaysia, a culturally enriched event was held at Sunway Velocity Mall, the location of the second outlet. The Agency collaborated with the brand to invite curated KOLs to an experiential showcase designed to highlight the South Korean heritage and values that founded the TOUS les JOURS’ vision and their signature products. The event emphasised appreciation and engagement through immersive storytelling, positioning TOUS les JOURS as a premium lifestyle café delivering an exceptional bakery experience.
KEY TAKEAWAYS
With INK’s campaign, TOUS les JOURS didn’t just reopen doors to Malaysia—they reestablished a premium café experience where every pastry tells a story of French-Korean craftsmanship and daily delight.
