A Korean-American Flavor Fusion Hits Bakery Cafés TOUS les JOURS and Oatly are rolling out the Gochujang Caramel Latte nationwide starting October 1, a limited-time collaboration that pairs Korean fermented chili paste with coffee and creamy oatmilk. The beverage—available hot or iced through November 30 at participating locations—layers espresso, Oatly Barista Edition, sweet-and-spicy gochujang caramel syrup, vanilla oat cold foam, and Lotus Biscoff cookie crumbles. The latte adapts Oatly's original Gochujang Latte, which debuted at Café Yaeji, a New York pop-up created with Brooklyn-based Korean-American artist and producer Yaeji that celebrated Korean café culture through music, art, and coffee. TOUS les JOURS—the Korean bakery brand with more than 200 U.S. locations—has reimagined the concept with a caramel-forward twist for a nationwide rollout. "Our Korean heritage shapes how we create and what we bring to our guests," said Max Gallegos, Chief Marketing Officer of TOUS les JOURS. "With Oatly, we're taking a familiar Korean ingredient in an unexpected direction, pairing gochujang with caramel and coffee. It's an invitation to discover a new flavor and experience the creativity behind our bakery cafés." Michael Lee, EVP and Executive Creative Director, North America at Oatly, added: "Yaeji helped us turn gochujang into a completely unexpected coffee experience at Café Yaeji, and TOUS les JOURS gives us the chance to take that idea from one weekend in New York to people across the country. It's exactly the kind of collaboration we love: culturally rooted, a little unexpected and, most importantly, ridiculously delicious."

Promotional Tie-Ins and Sweepstakes Five TOUS les JOURS locations—Cerritos, Brea, La Habra, Union Street, and Madison Square Park—will distribute exclusive Oatly x TOUS les JOURS keychains with purchase while supplies last on a first-come, first-served basis. Customers can enter the #SipIfYouDare Instagram Sweepstakes from October 1 through November 15 for a chance to win one of five $100 TOUS les JOURS gift cards. No purchase or café visit is required to enter; winners will be announced November 18.

Why It Matters

The collaboration signals a broader trend in specialty café chains leveraging trending cultural ingredients and regional flavor profiles to drive traffic and menu differentiation during peak seasons. TOUS les JOURS—which operates 1,750+ locations globally—continues to position itself as a bridge between Korean culinary traditions and U.S. consumer tastes, a strategy that has already extended to sponsorships of major Korean cultural events.

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Written by FBM Publications Editors