A matcha craze has swept Vietnam's bakery franchise industry, driven by Cha Min-hyuk, a marketing team leader at Tous les Jours Vietnam who joined the company two years ago after working in the country's beauty industry.
The Matcha Treasure Box, a tin cake that has become a popular item in Ho Chi Minh City, was launched in August last year under Cha's leadership. In response to strong demand from local consumers, the product line has expanded to four varieties: tiramisu, cookies and cheese, and strawberry, in addition to the original. It was later adapted into canned cakes to suit Vietnam's everyday lifestyle, where motorcycle delivery is commonplace.
"The key to success was combining the taste and quality of K-bakery products with an understanding of local consumers," Cha said. "I was confident that incorporating new customer experiences through packaging and collaborations could create synergy."
His marketing strategy centers on creating unique experiences. The idea is to bring multiple products together under a single theme, turning a visit to the store itself into something special. "It's like how visiting a theme park is more enjoyable than going to an ordinary amusement park," he explained.
One notable example is the strawberry campaign. Tous les Jours brought together bakery items, cakes and beverages featuring strawberries and made the fruit the centerpiece of its promotional materials. This allowed customers to experience the theme in stores and choose products according to their preferences.
While working with local employees, Cha encountered occasional misunderstandings stemming from differences in work styles and culture. He responded by changing how he communicated with his team. Instead of relying on company dinners or workshops, he built relationships over milk tea, street food and animated films, using these shared experiences to bridge cultural and generational gaps.
"Building relationships by experiencing each other's cultures seems to have contributed to the success of our localization strategy," Cha said. "We will continue to grow as a competitive brand in Vietnam through a variety of marketing initiatives."
in LIVING
