TOUS les JOURS turns Las Vegas into a K-bakery hub for BTS fans

Thousands of international visitors converged on Las Vegas from May 22 to May 27, trading concert tickets for Red Bean Bread and Iced Ube Lattes. As the official bakery partner of the 'BTS THE CITY ARIRANG' event, TOUS les JOURS transformed its local shops into red-hued pop-up experiences.

The bakery chain redesigned three Las Vegas outposts—Spring Mountain, Henderson, and Rainbow—to mirror the aesthetic of BTS’s fifth studio album, ARIRANG. These locations served as more than just cafes, offering interactive photo zones and themed giveaways that drew massive crowds throughout the six-day event. Fans sampled a menu featuring signature items like Kimchi Croquettes and Milk Cream Bread, marking a strategic push by the brand to merge Korean culinary traditions with global pop culture fandom.

Max Gallegos, Chief Marketing Officer of TOUS les JOURS USA, noted that the collaboration served as a bridge to connect the brand with a diverse, international audience. Following the reception in Nevada, the company is already planning a follow-up activation for August in New York. With 200 locations across the United States, the franchise is leveraging these high-profile cultural partnerships to accelerate its footprint and introduce its French-Korean fusion concept to new demographics.