You’ve probably seen them everywhere. Those blue-and-white signs, the trays of strawberry-topped croissants, and that distinct feeling that you're in a French boulangerie—even though you’re actually in a strip mall in New Jersey or a bustling street in Seoul. Paris Baguette has become a massive part of our morning coffee runs, but there’s a funny thing about it. Most people think it’s a French company.
It’s not.
Honestly, it’s about as French as a California Roll is Japanese. Paris Baguette is a South Korean powerhouse, and the story of who actually pulls the strings is a mix of old-school family legacy and some pretty intense corporate restructuring that just happened earlier this week.
Who Owns Paris Baguette? The Short Answer
The simple version? Paris Baguette is owned by the SPC Group, a massive food and beverage conglomerate based in Seoul.
But as of January 13, 2026, the "simple" version got a lot more corporate. The group just launched a brand-new holding company called Sangmidang Holdings (SMDH). If you want to get technical—and we’re here for the technical stuff—Sangmidang Holdings is now the parent entity, while a company called Paris Croissant acts as the operating arm that actually runs the bakeries.
It’s basically a massive family-controlled empire. The Hur family owns 100% of the shares.
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Here is how the ownership pie is currently sliced among the family members:
- Hur Young-in (Chairman): 63.31%
- Hur Jin-soo (Vice Chairman/Eldest Son): 20.33%
- Hur Hee-soo (President/Second Son): 12.84%
- Lee Mi-hyang (Chairman’s Wife): 3.54%
The 1945 Origins: It Started in a Small Bakery
The name "Sangmidang" isn't just some random corporate buzzword. It's actually the name of the tiny bakery founded in 1945 by the late Hur Chang-sung. This was in Ongjin, which is actually in what is now North Korea.
Imagine that for a second. A global empire with over 4,000 locations worldwide started with one guy baking bread in a small shop at the end of World War II. The current Chairman, Hur Young-in, took his father's small-scale success and turned it into a global juggernaut.
They’ve spent decades perfecting the "French-Asian" fusion. It’s a specific vibe: the aesthetic of a Parisian cafe but with the efficiency and flavor profiles (like those sweet potato pastries or red bean buns) that cater to a global palate.
The Hur Family Power Move
Running a multi-billion dollar bread empire isn't all flour and sugar. Lately, it's been about "succession planning." In late 2025 and early 2026, the Hur family made some huge moves to solidify who takes over next.
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Hur Jin-soo, the eldest son, was promoted to Vice Chairman in November 2025. He’s the guy focused on the global side—making sure Paris Baguette conquers the U.S., Europe, and Southeast Asia. Meanwhile, the younger brother, Hur Hee-soo, was promoted to President. He’s been the one bringing American brands into Korea, like Shake Shack and most recently, a massive deal to bring Chipotle to Seoul and Singapore in 2026.
The recent shift to the Sangmidang Holdings structure is largely seen by business analysts in Seoul as a way to manage the massive inheritance taxes that come with passing down a multi-billion dollar company. In Korea, those taxes can hit 60%. By creating this new holding company, they can essentially swap shares around to make the transition to the "third generation" smoother.
Does a Local Owner Run Your Neighborhood Paris Baguette?
If you’re wondering "who owns my Paris Baguette," the answer is likely a local entrepreneur. While the SPC Group owns the brand, they are a franchising machine.
In North America alone, they have over 260 locations, and they aren't slowing down. They actually have a goal to hit 1,000 units by 2030. If you wanted to own one yourself, you’d need some serious cash. We're talking:
- Liquid Capital: At least $500,000.
- Net Worth: $1.5 million minimum.
- Total Investment: Somewhere between $727,000 and $1.8 million depending on the location.
They also just broke ground on a massive 260,000-square-foot manufacturing plant in Texas. Why does that matter? Because it means the bread you buy in Houston or Dallas will soon be supported by a local supply chain owned directly by the SPC Group, rather than relying solely on frozen dough shipments or smaller regional hubs.
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Controversy and "Restoring Trust"
You can't talk about SPC Group's ownership without mentioning the rough patch they've had recently. In late 2025, there was a major leadership reshuffle specifically designed to "restore trust." The company faced significant backlash and legal scrutiny following workplace safety incidents in their Korean factories.
This led to the appointment of Do Se-ho as the CEO of Paris Croissant (the operating company). The Hur family is still in control, but they’ve had to bring in a lot of new oversight committees—like the "Transformation Office"—to prove to the public and the government that they are prioritizing worker safety over rapid expansion.
Why the "Paris" in the Name?
It’s a branding masterclass. Back in the 80s, European culture was the height of luxury in South Korea. By naming the brand Paris Baguette, the Hur family leaned into that "premium" feel.
They actually do have stores in Paris now. They opened their first one in 2014 near the Louvre. It was a ballsy move—selling baguettes to the French—but it worked. It gave the brand "authentic" credentials they could use to market themselves in the U.S. and China.
Moving Forward: What to Expect
If you're an investor or just a fan of their blueberry chiffon cake, here's what the ownership structure means for the future:
- More Automation: With the new Texas plant and the AI-powered safety focus they’ve been touting in their new Korean facilities, expect the "Paris Baguette experience" to become more standardized.
- Chipotle Influence: Since the younger Hur brother is now running a joint venture with Chipotle, don't be surprised if you see some "fast-casual" cross-pollination in how Paris Baguette stores are designed or managed.
- Public Listing? There’s a lot of chatter about the newly established business entity (the one that actually runs the bakeries) eventually going public on the stock market to help the family fund their succession taxes.
Actionable Insights for the Curious
- For Aspiring Owners: If you're looking to buy a franchise, keep an eye on the "Area Developer" opportunities in the Midwest and South Florida. That's where the SPC Group is pushing hardest right now.
- For Consumers: Check the "baked on-site" labels. One of Paris Baguette's big competitive advantages over places like Panera is that they still do a significant amount of actual baking in the cafe, rather than just reheating.
- For Business Watchers: Keep an eye on Sangmidang Holdings (SMDH). Now that the holding company is official, any major shifts in global strategy will come from that board, led by the Hur brothers.
The company has come a long way from a small shop in 1945. Whether you love them for the pastries or study them for their aggressive business tactics, Paris Baguette is a prime example of how a family-run business can scale to a global level—provided they can navigate the tricky waters of corporate restructuring and public perception.
To stay updated on their expansion, you can follow their North American growth through the official Paris Baguette franchise portals or watch for the next Sangmidang Holdings regulatory filings.