The French croissant is one of the emblems of the French way of life. In Asia, its name is not translated because it evokes French know-how and bakery tradition. Whether in Paris, Moscow, New York or Shanghai, there is a strong demand for the classic French croissant.

It’s an iconic product. By making croissants in Thailand and China, we market a French-style delicacy across the world, but we never forget to adapt to each country, culture and customer, such as by reducing sugar or salt.

To obtain a traditional French croissant, first select the ingredients: butter and flour. The French will often pick a croissant because of the evenness of its lamination and its enticing buttery taste, savouring it with a cup of coffee. In Asia, you can also use the croissant as a sandwich (stuffed with chicken, tuna, or “egg-mayo”), or revisit it by adding local flavours, such as red bean paste, green tea, matcha. Sold in coffee shops, Asian people like larger products. Indeed, the Asian croissant weighs 90g whereas the French croissant weighs 60g. Decoration is also essential in Asia: the product is not as bare as in Europe. For example, our white chocolate and almond croissant is a must in China! In Asia, there doesn’t seem to be a clear distinction between viennoiserie products and danishes.

This attention to local tastes, the proximity of our R&D and sales teams, and our workshops, allow us to better meet consumer expectations. Every day, we are inspired by stories, places, tastes, cultures, meetings... Considering the main trends to follow, products focusing on health and well-being are very popular. Seventy-five percent of Asians are willing to buy baked goods which are good for their health (dried fruits, nuts, seeds...). Our production workshops benefit from the expertise of French bakers but are also enriched by local trends and innovations. Indulgent, very affordable, convenient to eat irrespective of the type: plain, sweet or salty, the croissant is sure to continue to meet great success in Asia!

Stéphane JOURNOUX, APAC R&D Director China Marketing Director, Délifrance