Stroll through Seoul and you’ll start noticing something odd — and once you see it, you can’t un-see it. That French-sounding bakery on the corner. The pink ice cream shop across the street. The orange donut sign two blocks down. The burger joint with the perpetual line. They look like totally separate companies — some from France, some from America. But here’s the thing: in Korea, they’re all the same company.
Meet SPC Group — a bakery that grew into a food empire so quietly and completely that most travelers never realize they’ve been inside a dozen SPC stores by the time they leave. Here’s the story.
The short version
· Paris Baguette, Baskin-Robbins, Dunkin', Shake Shack, Caffè Pascucci = all run by SPC Group in Korea.
· SPC started as a tiny bakery in 1945, grew into the company behind Korea's most famous breads, and now runs 52 subsidiaries, 40+ brands, ~6,500 stores.
· In January 2026, SPC officially transitioned to a holding company structure under the name Sangmidang Holdings—though everyone still calls it SPC.
So Paris Baguette isn’t French?
Not even a little bit. The name, the logo, the whole “bonjour” aesthetic — it’s all branding, and brilliant branding at that. Paris Baguette was born in Seoul. SPC opened the first location near Gwanghwamun Square on June 23, 1988, with a simple idea: bring European-style baking to Korea, but make it Korean.
The irony is almost too rich. This faux-French bakery actually made its way to real France. In July 2014, Paris Baguette opened its first Parisian store in the Châtelet neighborhood, followed by a second near the Opéra in July 2015. Imagine a Korean chain selling croissants two blocks from actual French pâtisseries — and surviving. (It did.) These days, you’ll also find Paris Baguette in the U.S. (200+ locations, mostly around New York), China, Vietnam, Singapore, the UK, Canada, Indonesia, and Mongolia. Not bad for a bakery that started as a concept.
What about Dunkin’, Baskin-Robbins, and Shake Shack?
The brands are American. The Korean stores? All SPC. When global chains want to enter Korea, they usually need a local partner who knows the market. For these three, that partner has been SPC — for decades.
| Brand | Origin | Korean Operator | First Korean Store |
|---|---|---|---|
| Baskin-Robbins | USA | BR Korea (SPC subsidiary) | 1986, Myeongdong |
| Dunkin’ (formerly Dunkin’ Donuts) | USA | BR Korea (SPC subsidiary) | 1994, Itaewon |
| Shake Shack | USA | Paris Croissant (SPC subsidiary) | July 2016, Gangnam |
BR Korea was founded in 1985 as a joint venture between SPC and Baskin-Robbins. Shake Shack Korea is operated by Paris Croissant, the same SPC subsidiary that runs Paris Baguette and Caffè Pascucci.
This is why Korean Dunkin’ and Baskin-Robbins menus have their own twists — and honestly, the Korean versions are often more interesting. Seasonal bingsu (shaved ice) at Baskin-Robbins. Korea-exclusive donuts at Dunkin’. Limited-edition Shake Shack items you can’t get anywhere else. It’s all part of the localization play, and it’s done with genuine care. When Shake Shack Gangnam opened in 2016, the opening-day line stretched for hours. Koreans love a new thing, especially when it comes with a Korea-only menu item.
The origin story — it all started with bread
Before the franchises, before the corporate empire, there was just a neighborhood bakery. In October 1945 — months after Korea’s liberation — a man named Heo Chang-seong opened a small shop called Sangmidang in what is now North Korea. After moving south, he founded Samlip Confectionery in 1959, which became Samlip Foods in 1968, laying the foundation for Korea’s modern baking industry.
If you’ve ever eaten a Korean cream bun (the squishy kind wrapped in plastic) or a steaming hoppang on a cold winter day, you’ve tasted Samlip’s legacy. SPC’s DNA is bread. The coffee shops, burger joints, and ice cream parlors all came later — but the soul of the company is still in that first bakery.
| Year | Milestone |
|---|---|
| 1945 | Sangmidang bakery opens — SPC’s seed is planted |
| 1959 | Samlip Confectionery founded |
| 1964 | Korea’s first plastic-wrapped cream bun — a grocery-store icon ever since |
| 1985 | Joint venture with Baskin-Robbins → BR Korea is born |
| 1986 | First Baskin-Robbins opens in Myeongdong |
| 1988 | First Paris Baguette opens in Gwanghwamun (June 23) |
| 1994 | First Dunkin’ opens in Itaewon |
| 2004 | SPC Group officially launched as a unified brand |
| 2014 | Paris Baguette lands in Paris, France (Châtelet) |
| 2015 | Second Paris Baguette in Paris (Opéra) |
| 2016 | First Shake Shack in Korea (Gangnam, July) |
| 2026 | Holding company Sangmidang Holdings launched (January) |
Sources: SPC Group/Sangmidang Holdings official timeline, Wikipedia.
How many SPC brands will you actually see?
All of them. Constantly. Across Korea, SPC runs roughly 6,500 stores under 40+ brand names. As a traveler in Seoul, these are the ones you’ll stumble on — whether you’re looking or not:
🏷️ SPC brands you'll see everywhere in Seoul
| Brand | What It Is | Approx. Stores in Korea |
|---|---|---|
| Paris Baguette | Bakery-café | ~3,700 |
| Baskin-Robbins | Ice cream | ~1,600 |
| Dunkin’ | Donuts & coffee | ~900 |
| Caffè Pascucci | Italian-style café | ~450 |
| Shake Shack | Premium burgers | Major commercial districts |
| Jamba Juice | Smoothies & juice | City-center locations |
Store counts are approximate, based on industry reports and media coverage. The 3,700 figure for Paris Baguette comes from December 2024 data (Forbes, Wikipedia). Numbers may have shifted slightly by 2026.
Paris Baguette alone clocks over 3,700 stores nationwide. That’s more than McDonald’s and Starbucks combined in Korea. Add Baskin-Robbins and Dunkin’ to the mix, and spending a day in Seoul without walking past an SPC brand becomes genuinely difficult. Try it. You’ll lose.
Why should a traveler care?
Because in an unfamiliar city, familiarity is a relief. Paris Baguette stores are everywhere. They’re clean, they have bathrooms and Wi-Fi, they open early, and the quality is remarkably consistent from branch to branch. For a quick breakfast, an emergency coffee, or just a place to sit and regroup, they’re one of the safest bets in the city.
Dunkin’ and Baskin-Robbins serve the same purpose — predictable menus, predictable prices, zero surprises. If you’re traveling with kids, or your stomach needs a break from spicy Korean food, these places are a comfortable pause button. But don’t just order the usual. Hunt for the Korea-only items: seasonal bingsu at Baskin-Robbins, limited-edition donuts at Dunkin’, cakes made with local ingredients at Paris Baguette. Same sign, different menu. Familiar, but new — and that’s the sweet spot.
Where to go
Want to check them out yourself? Here are a few starting points. Prices and hours vary by location, so double-check before heading over.
Shake Shack — Gangnam (Korea’s First) The one that started it all in July 2016. Opening day drew massive crowds — a landmark moment in Seoul’s burger scene, and the burgers still hold up. 📍 Open in Naver Map
Paris Baguette — Everywhere (try Myeongdong or Gwanghwamun) With 3,700+ locations, you won’t have to look hard. The ones in busy tourist areas tend to have wider menus and more seating. Walk five minutes in any direction and you’ll hit one — it’s almost a game at this point. 📍 Open in Naver Map
Baskin-Robbins — Myeongdong area Home to Korea’s very first Baskin-Robbins back in 1986. The Myeongdong area still has several locations, perfect for a mid-shopping sugar fix — and the seasonal bingsu is worth seeking out. 📍 Open in Naver Map