Korean Bakery Chain Becomes Official Sponsor of BTS Festival TOUS les JOURS has been named the Official Bakery Café Sponsor of BTS THE CITY ARIRANG in New York, transforming four bakery locations into fan destinations from July 24 through August 9. The activation includes a limited-edition BTS THE CITY ARIRANG Cake, themed décor, exclusive merchandise, and pop-up events at four locations: Dumbo (Brooklyn), Union (Flushing), American Dream (East Rutherford, New Jersey), and Madison Square Park.

Event Schedule and Activations TOUS les JOURS will host four pop-up events across the participating bakery cafés from July 29 through August 1, each running from 11 a.m. to 3 p.m. Guests can enjoy complimentary samples, exclusive gifts, and photo opportunities. The brand will also activate at the official ARMY 'MADANG' experience (the official fan gathering) from August 1–3 at the Korean Cultural Center in Manhattan, offering signature menu items, interactive activities, and spin-wheel giveaways including cakes and discount coupons. A Weverse Stamp Rally will run at the Madison Square Park location from July 24 through August 3, allowing attendees to scan QR codes for digital stamp collection.

Menu and Brand Strategy The centerpiece of the activation is the exclusive BTS THE CITY ARIRANG Cake, available only during the promotion. TOUS les JOURS will also feature Korean-inspired menu items including Caramel Apple Pie, Red Bean Bread, Kimchi Croquette, Milk Cream Bread, Iced Ube Latte, and Strawberry Lemonade. "'BTS THE CITY ARIRANG' is a natural expression of who we are as a Korean bakery café brand," said Max Gallegos, Chief Marketing Officer of TOUS les JOURS. "Korean culture is not a trend for us. It is at the heart of our food, our hospitality, and the experiences we create every day. By transforming our New York bakery cafés into fan destinations, we are giving BTS fans a place to gather, celebrate, and connect through delicious flavors, merchandise, and memorable shared experiences."

Why It Matters

The partnership underscores how experiential marketing and fandom-driven activations have become central to consumer engagement in the QSR and bakery sectors, particularly among younger demographics. For TOUS les JOURS, the sponsorship leverages its Korean heritage to deepen brand positioning beyond traditional bakery operations, while capitalizing on the global reach of K-culture and music fandom.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors