[Edaily Reporter kim mi-kyung ] A beverage specialist from the U.S. subsidiary of Tous Les Jours—which introduced a unique drink combining gochujang (Korean chili paste) with a latte—is set to visit three Asian countries to develop localized menu items. The company plans to share the beverage development expertise it has accumulated in the U.S. market with its overseas locations and introduce “K-drinks” that incorporate local ingredients and trends from each country.

#CJ Corp. operated Tous Les Jours announced on the 29th that Alexandra Hager, a beverage specialist at its U.S. subsidiary, will begin touring major Asian locations starting on the 30th.

Through this tour of three Asian countries, Hager plans to directly research local markets and consumer trends. She will develop new menu items that reflect local trends in coffee and tea while incorporating “K-bakery” and “K-dessert” concepts, reinterpreted with Toujours’ unique sensibility.

Since joining Tous Les Jours in 2018, Hager has driven the company’s competitiveness as a “bakery café” by developing signature beverages that embody Korean identity for the U.S. market. He is a highly skilled professional who took first place in the Coffee Cocktail category at the U.S. Coffee Championships, hosted by the Specialty Coffee Association (SCA), in April 2022. Prior to joining Toujours, he worked as a barista at Starbucks and Blue Bottle in Los Angeles (LA).

In particular, the “Gochujang Caramel Latte,” which he introduced in collaboration with the global brand Oatly, garnered significant local attention by blending the spicy yet sweet flavor of gochujang into a latte. He has also received critical acclaim for other original menu items that incorporate the DNA of K-bakery, such as the “Tiramisu Latte,” which reimagines a popular cake as a beverage.

Through this tour, Tous Les Jours plans to solidify its role as a global franchise platform by thoroughly sharing its product development know-how and operational capabilities with its overseas locations.

A CJ Corp. official stated, “We planned this project to strengthen our operational competitiveness by organically linking the capabilities we’ve accumulated in the global market with our overseas locations,” adding, “We will strengthen our global operational competitiveness by organically connecting the strengths of each country’s locations and lead the K-bakery trend.”