LOS ANGELES and SEOUL, SOUTH KOREA — Come the new year, fans of both Paris Baguette and the Los Angeles Football Club (LAFC) will find products inspired by the “Heung-Bu Duo” (Son Heung-Min and Denis Bouanga) at Paris Baguette locations.
Paris Baguette’s partnership with LAFC marks the first such collaboration for a company in Korea’s food and foodservice sector with a US-based sports team. The partnership is also the global bakery café chain’s third global sports collaboration, following its partnerships with Paris Saint-Germain in 2023-2024 and Tottenham Hotspur of the English Premier League in 2025.
“We are thrilled to partner with Paris Baguette, a global bakery brand loved by consumers in the United States and around the world for its delicious, high-quality offerings,” said Larry Freedman, LAFC co-president. “This partnership will elevate each of our brands as we bring people together through the shared experiences of the beautiful game and wonderful food.”
Through the partnership, Paris Baguette will roll out LAFC-themed bakery products and merchandise starting in 2026, along with a variety of customer engagement programs such as meet-and-greet events and ticket giveaways.
“Sports are powerful content that connects fans around the world and enables closer engagement,” said Jin Soo Hur, vice chair of Paris Baguette. “Through our partnership with LAFC, we will offer a variety of activities that allow customers to share joyful moments and special experiences with our bread.”
Paris Baguette will expand its touchpoints with global sports enthusiasts by running customer promotions and conducting stadium marketing.
The bakery is also continuing its global expansion, operating approximately 3,400 stores in Korea and 700 stores across 15 countries, totaling more than 4,100 stores worldwide. To support its growth in the US, Paris Baguette broke ground on a new manufacturing facility in Burleson, TX.
