Korea-based food producer to launch ‘Heung-Bu Duo’ bread in honor of famous LAFC duo Son Heung-Min and Denis Bouanga;
Partnering to include domestic product and merchandise launches, as well as U.S.-focused marketing campaigns
LOS ANGELES and SEOUL, South Korea, December 31, 2025 /PRNewswire/ — Starting in 2026, fans of Paris Baguette and the Los Angeles Football Club (LAFC) will be able to find products inspired by the “Heung-Bu Duo” (Son Heung-Min and Denis Bouanga) at Paris Baguette.
Paris Baguette’s partnership with Major League Soccer’s LAFC marks the first such partnership between a company in the Korean food and restaurant industry with a U.S.-based sports team. This partnership is Paris Baguette’s third global sports collaboration, following partnerships with Paris Saint-Germain (PSG) in 2023-2024 and Tottenham Hotspur of the English Premier League in 2025.
Through this partnership, Paris Baguette will roll out LAFC-themed bakery products and merchandise beginning in 2026, as well as a variety of customer engagement programs such as the Meet & Greet event and ticket giveaway.
“Sports is powerful content that connects fans around the world and enables deeper engagement,” said Jin Soo Hur, vice president of Paris Baguette. “Through our partnership with LAFC, we will offer a variety of activities that will allow customers to share moments of joy and special experiences with our bread.”
“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 LAFC Co-President Larry Freedman. “This partnership will elevate each of our brands as we bring people together through the shared experiences of the beautiful game and delicious food.”
LAFC is a Los Angeles-based club that debuted in 2018 and currently boasts star players such as Son Heung-Min, Denis Bouanga and Hugo Lloris on its roster. With Son’s recent arrival, the club has attracted worldwide attention, rapidly expanding its fan base in Korea and internationally.
By combining baking and sports in a unique way, Paris Baguette continues to expand its touchpoints with sports fans and customers around the world through activities such as launching club and player-themed products and merchandise, running customer promotions and running stadium advertisements. The brand gained attention through innovative campaigns, including displaying an LED display message in Korean reading “Hello! Paris Baguette” during PSG home games and producing videos featuring star PSG players enjoying Paris Baguette bread. These efforts earned the company the “Marketer of the Year Award” from the Korea Advertisers Association. Paris Baguette also serves its coffee at the Tottenham Hotspur stadium.
Paris Baguette continues to expand its global presence, operating approximately 3,400 stores in Korea and approximately 700 stores in 15 countries in the United States, Europe and Asia, for a total of more than 4,100 stores worldwide. In North America, including the United States, the company aims to operate 1,000 stores by 2030 and recently strengthened its operations by beginning construction of a local bakery factory in Texas.
SOURCE Paris Baguette
