Translation result.
[The Guru=Reporter Jin Yoo-jin] CJ Foodville’s bakery brand, TOUS les JOURS, is teaming up with BTS as it pushes into Las Vegas. The company has joined BTS’ THE CITY ARIRANG (THE CITY) project as an official partner to help turn the city into a festival atmosphere during the concerts. TOUS les JOURS says it will give global visitors to Las Vegas a distinctive way to sample Korean flavors and culture.
On May 19 (local time), TOUS les JOURS announced it will serve as the official bakery-cafe sponsor for THE CITY in Las Vegas. From May 22 to 27, the brand will convert three key Las Vegas locations into pop-up cafes exclusively for BTS fans. The company says the pop-ups, timed to celebrate BTS’s new album and the Arirang tour, are designed to deliver a unique brand experience for the global ARMY fandom.
THE CITY is an offline initiative that expands a concert host city into a place where visitors can experience music, messaging and lifestyle together. BTS first launched the project in Las Vegas in 2022, when the city was transformed into BTS-themed spaces that generated widespread attention and boosted spending across tourism and retail.
The pop-ups will be staged sequentially across three major Las Vegas stores. They open May 22 at the Spring Mountain location with a \”Weekend Kickoff,\” followed May 23 by a \”Flagship Stop\” at the Henderson store serving as a central pre-show hub. On May 24 the Rainbow store will host a brunch-themed program, and the series concludes May 27 with a \”Final Stop\” back at Spring Mountain. Each site will feature special merchandise, an official photo zone and other brand-experience elements to keep fans engaged on-site.
The menu blends localized options with a clear K-food identity. Alongside Korean bakery staples such as red bean bread (patppang), kimchi croquettes and milk-cream bread, TOUS les JOURS will offer items like spinach‑feta danish and cream‑cheese tarts. Beverage selections include strawberry lemonade, strawberry latte and iced ube latte. Participating stores will display special in-store signage through the end of the month.
TOUS les JOURS says the pop-ups are part of an effort to widen its reach among global fandom through experiential marketing that pairs music and food.
Max Gallegos, chief marketing officer of TOUS les JOURS, said this collaboration offers a meaningful opportunity to engage Las Vegas music fans and share the brand’s flavors, hospitality and cultural connection. \”As a K‑bakery café brand, we aim to provide warm, memorable experiences,\” he added.
Most Commented