South Korea’s confectionery and bakery giant SPC Group is set to open branches in Italy under an agreement signed with Pascucci, an Italian coffee brand.

The memorandum of understanding (MOU) for the Master Franchise of Paris Baguette in Italy was signed during Caffe Pascucci Chief Executive Officer Mario Pascucci’s visit to Korea on Sunday. He met with SPC Group Chairman Hur Yong-in.

The strategic partnership marks a significant milestone for both companies, signifying a culmination of over a year’s worth of discussions and negotiations.

Italy will be the third country for the baker brand to operate in Europe after France and the United Kingdom.

Following the signing of the MOU, Mario Pascucci visited Paris Baguette and Caffe Pascucci flagship stores in Korea. The visit included stops at Centro Yangjae, southern Seoul, and the Lab of Paris Baguette in Pangyo, Gyeonggi Province, where innovative concepts and consumer experiences are curated.

Mario Pascucci represents the Italian coffeehouse franchise founded by his great-grandfather in 1883 in Monte Cerignone.

SPC Group introduced the franchise to Korea in 2002, and the two companies have been working together for more than 20 years.

Pascucci has the largest number of stores in Korea of any country in the world, thanks to SPC Group’s expertise in the food service sector and franchise business know-how. Pascucci is present in 17 countries and has 510 stores in Korea.

The CEO underscored the importance of Italy as a key European market with its rich bread culture and emphasized the enduring partnership between SPC Group and Pascucci.

Prior to the meeting with Mario Pascucci, Chairman Hur met with Trade Commissioner Ferdinando Gueli of the Italian Trade Agency (ITA) in Korea on March 20 to reach an agreement to increase trade between SPC Group and Italian partners and met with Italian Ambassador to Korea Emilia Gatto on March 23.

Hur expressed a commitment to nurturing sustainable business ties while contributing to enhancing diplomatic relations between Korea and Italy, especially in the year commemorating the 140th anniversary of diplomatic relations between the two countries.

By Ahn Byung-joon and Minu Kim

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