Brioche Doree is not a name well known in Korea, but in France and elsewhere in the West, it is a sweet sound to pastry lovers.

The popular bakery and cafe chain is the world’s second-largest in the segment, and the quality lives up to the reputation, according to Louis Le Duff, the chairman of Group Le Duff that operates the Brioche Doree brand.

“Brioche Doree can be likened to a four-star hotel brand,” Le Duff said during an interview over wine and exquisite delicacies baked in the kitchens of Brioche Doree’s first store in Korea, which marked its launch at Yeouido’s Marriott Hotel on Thursday.

He also said the company does not wish to compete with existing bakery brands here, namely Paris Baguette and Paris Croissant, both operated by SPC Group.

“We are not in the same market,” the French businessman stressed.

Brioche Doree aims to open at most 80 stores over a span of up to 10 years, he added.

The second store in Korea is to be located in either Hannam-dong or Itaewon, areas that are widely visited and populated by the foreign community in Korea. Cheongdam and Apgujeong, along with Seorae Village ― a neighborhood known as “little France” ― had also been considered as prime candidates for additional outlets.

Brioche Doree said its operations are mainly about offering high-quality French pastries and bread, for which the ingredients are directly shipped in from France.

Prices range from around 3,000 won to 5,000 won per pastry. And unlike the chain’s Western stores, the Yeouido branch offers a dining menu as well after taking into consideration Korea’s “cafe” culture that enjoys not only beverages but also culinary treats.

Next year, the brand will launch in China where it will be operated by Fenghwa Group, the main shareholder of Daewoo Development, which runs the Brioche Doree brand in Korea.

Executives from both Fenghwa and Daewoo Development were also in attendance at Thursday’s event.

By Kim Ji-hyun (jemmie@heraldcorp.com)