[Edaily Reporter Shin Su-jeong] Tous Les Jours, operated by CJ Foodville, has joined a BTS-related project held in Las Vegas, USA, as an official sponsor, aiming to expand its reach among local consumers.

CJ Foodville announced on the 5th that Tous Les Jours recently participated as the official bakery café sponsor for “BTS THE CITY ARIRANG – LAS VEGAS,” held in Las Vegas, USA.

From the 22nd to the 27th of last month, Tous Les Jours operated special pop-up stores at three locations in Las Vegas: Spring Mountain, Henderson, and Rainbow. The interior and exterior of the stores were decorated using red, the signature color of BTS’s fifth studio album, ARIRANG.

At the event, Tous Les Jours showcased its signature products, including red bean buns, rich milk cream buns, and kimchi croquettes. The company also held beverage sampling events featuring Strawberry Lemonade and Iced Ube Latte. A large photo zone and merchandise events were set up to allow visitors to experience the brand.

This event was planned to boost Tous Les Jours’ brand awareness in the U.S. market amid the growing popularity of K-culture. Tous Les Jours introduced its bakery products and in-store experience to local fans through collaborations with BTS-related projects.

Following the Las Vegas pop-up, CJ Foodville plans to operate a booth in the fan zone near a concert venue in New Jersey, USA, this coming August. Through this, the company aims to expand its consumer reach as a K-bakery brand in the U.S.

A CJ Foodville representative stated, “Toujours is more than just a place to buy bread; it is a space where people gather to enjoy fresh baked goods, coffee, and beverages.” They added, “This collaboration was a meaningful opportunity to connect with music fans in Las Vegas and share our brand experience, and it was a moment that demonstrated our pride as a brand representing K-bakery.”