The Launch

TOUS les JOURS, the Korean bakery café chain owned by CJ Foodville, is introducing the Gochujang Caramel Latte in partnership with oatmilk brand Oatly across its more than 200 U.S. locations, available October 1 through November 30. The limited-time offering marks the brand's most direct bet yet on consumer appetite for Korean-inflected specialty beverages — a segment gaining measurable traction in urban foodservice markets.

The drink combines espresso with Oatly Barista Edition oatmilk, a house-made gochujang caramel syrup, vanilla oat cold foam, and Lotus Biscoff cookie crumbles. It is available hot or iced. Gochujang, a fermented Korean chili paste that has steadily migrated from restaurant kitchens into mainstream retail and foodservice menus over the past three years, supplies the drink's heat component — an increasingly viable tool for operators seeking differentiation in a crowded specialty coffee landscape.

From Pop-Up to Scale

The product has a documented origin point. Oatly first developed an iced gochujang latte with Brooklyn-based Korean-American artist Yaeji for Café Yaeji, a New York pop-up framed around Korean café culture. TOUS les JOURS has reinterpreted that recipe with a caramel-forward profile and is now scaling it nationally — a commercialization path that illustrates how limited-edition cultural activations are being converted into menu revenue by multi-unit operators.

"With Oatly, we're taking a familiar Korean ingredient in an unexpected direction, pairing gochujang with caramel and coffee," said Max Gallegos, Chief Marketing Officer of TOUS les JOURS. Michael Lee, Executive Vice President and Executive Creative Director for North America at Oatly, framed the partnership as a natural extension of the brand's café-culture strategy: "TOUS les JOURS gives us the chance to take that idea from one weekend in New York to people across the country."

Retail Activation and Context

Selected locations — Cerritos, Brea, La Habra, Union Street, and Madison Square Park — will distribute a co-branded Oatly x TOUS les JOURS keychain with purchase, while supplies last. A companion Instagram sweepstakes, running through November 15, offers five $100 gift cards, with winners announced November 18.

The launch fits a broader strategic pattern for TOUS les JOURS. The brand served as the Official Bakery Café Sponsor of BTS THE CITY ARIRANG NEW YORK and participated in KCON LA 2026, positioning itself at the intersection of K-culture events and foodservice. Globally, the chain operates more than 1,750 locations; the U.S. footprint of 200-plus cafés represents a growth market for CJ Foodville. For Oatly — which has prioritized the specialty coffee channel as a key commercial axis — the tie-up extends barista-format distribution into a branded retail environment that skews toward a culturally engaged, younger consumer.

The collaboration arrives as plant-based milk penetration in foodservice continues to outpace retail growth, with oatmilk commanding the largest share of non-dairy café pulls in North America according to industry tracking data. For operators evaluating seasonal beverage strategy and Korean food and beverage trends, the gochujang latte format offers a concrete case study in translating a niche cultural ingredient into a commercially actionable LTO.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.