Korean Brand Origin under French-Inspired Positioning: A Qualitative Semi-Systematic Review of Paris Baguette’s Market Entry Opportunity in Thailand
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Abstract
This study examines Paris Baguette’s market entry opportunity in Thailand as a case of Korean brand origin under French-inspired positioning. Using a qualitative semi-systematic literature review with thematic synthesis and conceptual framework development, the study integrates literature on country-of-origin, Korean branding and Hallyu, bakery café experience, and international localization with official business and institutional sources. The findings suggest that Paris Baguette’s Korean origin can be a strategic but partly hidden asset because the brand name and bakery identity may activate French or European associations more strongly than Korean origin. French-inspired positioning may support premium quality perception, but country-of-origin ambiguity can create confusion unless Korean origin and French-inspired bakery cues are connected coherently. The synthesis identifies six themes: Korean brand origin as a hidden asset, French-inspired positioning as a quality cue, ambiguity as risk and opportunity, Thai K-lifestyle familiarity, bakery café as lifestyle experience, and balanced localization–Koreanization. The study proposes a conceptual framework and six propositions suggesting that Paris Baguette’s opportunity depends on combining Korean lifestyle appeal, French-inspired bakery quality, and Thai market adaptation. It contributes to country-of-origin and Korean branding literature and offers evidence-based recommendations for Korean food-service brands entering Southeast Asia.
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