Bakery brand Sprinkles has announced plans to open its first store outside the US, entering South Korea as part of its expansion plan.

The company then plans to further bolster its presence in Asia by opening stores in Singapore and Malaysia.

The brand, known for its cupcakes, cakes, cookies and brownies, intends to establish more than 18 new bakeries in international markets starting in 2024.

The first Sprinkles store in South Korea is set to open in Seoul, The Korea Herald has reported.  

The company is partnering with SPC Samlip, a subsidiary of South Korean food company SPC Group, and real estate company Bridgeport Investments.

The expansion is part of a larger plan to launch 50 new bakeries worldwide in the coming years.

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Sprinkles plans to integrate classic favourites with local flavours and to establish itself as a key player in the global dessert market.

Sprinkles development vice-president Brett Willis said: “Sprinkles’ legacy is rooted in creating moments of joy and celebration. The international franchise expansion is a testament to our dedication to sharing these moments on a global scale.

“We have built out a full team to support franchisees, including operations, training, marketing and construction. With strong demand for other countries, these franchisee signings are only the start to developing our global brand presence as we intend to sign franchises in Europe, South American and additional ASEAN [Association of South East Asian] countries.”

The company began its franchising efforts in 2021 and has since seen significant growth.

In the US, it has been expanding through domestic franchises, opening new bakeries in Northern and Central California, West Texas and South Florida.

These operations are spearheaded by women-owned franchise groups such as RIC Operating Group, Celebration Cupcakes and WTX Cupcakes.