Tous Les Jours sponsors BTS 'THE CITY' event in Las Vegas

Tous Les Jours, a bakery cafe chain run by CJ Foodville, has partnered with the global phenomenon BTS as an official sponsor for their "THE CITY ARIRANG - LAS VEGAS" project. This collaboration highlights the expanding reach of K-culture in the United States and aims to elevate Tous Les Jours' brand presence by offering fans a distinctive experience.

The bakery set up special pop-up stores at three Las Vegas locations from May 22 to 27. These spaces were decorated in red, the signature color of BTS's album "ARIRANG," attracting significant attention and long queues of fans. Attendees were treated to samples of Tous Les Jours' signature baked goods, including red bean bread and kimchi croquettes, along with popular beverages.

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Tous Les Jours is more than just a place to sell bread; it's a space where people gather to enjoy fresh baked goods and coffee.

Beyond product sampling, the pop-ups featured large photo zones and merchandise giveaways, creating an immersive brand experience for BTS fans. A CJ Foodville representative stated that Tous Les Jours strives to be more than just a place to buy bread, but a community space for people to gather and enjoy fresh baked goods and coffee. This partnership was seen as a meaningful opportunity to connect with music fans in Las Vegas and a moment that affirmed Tous Les Jours' pride as a leading brand in K-bakery.

Looking ahead, Tous Les Jours intends to further engage with global audiences by establishing a presence at a fan zone near a concert venue in New Jersey in August. This initiative is part of a larger strategy to broaden its international footprint. "THE CITY" project itself, pioneered by HYBE, transforms urban spaces into immersive musical experiences, with Las Vegas being its first global implementation in 2022. Notably, Las Vegas has mobilized its entire city for BTS, a feat reportedly unmatched by any other single artist, except for major sporting events like the Super Bowl and Formula 1.

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This collaboration was a meaningful opportunity to share brand experiences with music fans in Las Vegas and a moment that proved our pride as a brand representing K-bakery.