A brand finds its true global voice not by shouting everywhere, but by speaking first in a place that echos its prestige. And a corporation chooses to partner with an international icon not merely for business, but for redefining standards. This is why, when Sun Group announced the arrival of Maison Kayser - the emblem of French artisanal bread - in Vietnam, the culinary world understood immediately that this was more than a launch. It was a statement of ambition and prestige.
From Paris, where Maison Kayser’s loaves are regarded as heritage pieces of the boulangerie craft. Now to Phu Quoc, Asia’s most beautiful island and one of the world’s top tropical paradises where Sun Group is reshaping the benchmarks of luxury hospitality. The journey carries a special allure. A European bakery brand infused with centuries of craftsmanship chooses to land amidst the ocean breeze and golden sunlight of southern Vietnam. What seems like an unexpected pairing turns out to be a perfectly harmonious match.
The story of Maison Kayser began on Friday, September 13, 1996, on Rue Monge in Paris. Where Eric Kayser - a master baker, a culinary author, and the founder of the Maison Kayser brand - nurtured a dream: to transform his love for bread and the art of boulangerie into a brand of his own. Every loaf represented passion, precision, and the pursuit of a timeless culinary experience, and that dream ultimately came to life under the name “Maison Kayser.”
To understand this beginning, we must look back to the early 1990s, when the French bread industry was slipping into convenience and standardization. Few believed that the pinnacle of artisanal craftsmanship could ever return. But Eric Kayser did. He staked his entire career on a single belief that bread must return to its true, traditional roots.
His philosophy was simple yet unwavering. Bread must be made from carefully selected French wheat flour free of additives, and it must use natural sourdough. For Kayser, sourdough was more than an ingredient - it was a living ferment, the “soul” that elevated flavor and naturally extended freshness. This belief in a “living soul” became the guiding principle for every loaf baked at Maison Kayser.
To bring his vision to life, in 1994 Eric Kayser invented Fermentolevain, a device that maintains liquid sourdough at a stable temperature, standardizing and optimizing the use of live yeast. Thanks to this invention, he achieved his goal of creating bread with a soft, delicate crumb, rich flavors from grains and dried fruits, and longer shelf life without compromising freshness.
To date, Maison Kayser has earned 14 global awards, including Best Baguette, Best Croissant in Paris, Best Croissant in Tokyo, Quiche of the Year at the World Quiche Championship, and recognition in the World Cookbook – Le Larousse du Pain, among others.
For Kayser, bread is a symbol of culture and dedication. Each loaf is a work of art crafted with time, patience, and emotion. This is why he has been described as “the artist who breathes life into dough,” spreading the flavors of France to every street corner and small bakery across continents.
From his first shop on Rue Monge in Paris in 1996, Eric Kayser gradually built an international empire - Maison Kayser. He not only preserved the essence of French baking but also infused it with a spirit of openness and integration with local cultures.
Maison Kayser’s journey of globalization began in Japan in 2001. Today, the brand boasts 27 bakeries in Paris, 70 across France, and more than 300 locations worldwide from New York and Tokyo to Seoul.
Most recently, it has arrived in Vietnam.
The story of Maison Kayser in Vietnam began on March 14, 2025, following Sun Group’s signing of an exclusive partnership with the international brand.
Under the agreement, Sun Group will have exclusive rights to operate the Maison Eric Kayser Asie LTD (Maison Kayser) brand across Vietnam. The group is authorized to use the trademark and production know-how to develop a network of stores and produce and sell products according to the established standards.
The company is also required to maintain product quality and brand image, comply with service quality control procedures, and use only ingredients and equipment approved by Maison Kayser.
Eric Kayser spoke at the opening ceremony of the first store in Vietnam.
On the other hand, Maison Kayser will provide recipes, production processes, and support for training key personnel across the entire system. In addition to regular inspections, the brand assists in sourcing suitable ingredients and equipment to help partners maintain the quality of the baked goods. Legal matters related to intellectual property rights are also guaranteed by the company to protect the brand.
Regarding this collaboration with Sun Group, Eric Kayser shared, “I believe Sun Group is a very big corporation. They understand what customers want and are aware of the needs of people in different regions of Vietnam. We share the same philosophy. When both sides are experts, sophisticated, and share the same vision working together to find the perfect ‘formula’ for customers - it is truly wonderful. That is exactly why we chose to partner with Sun Group to create something strong and remarkable together.”
After eight months, on November 1, 2025, the first Maison Kayser store in Vietnam opened in the heart of Sunset Town, Phu Quoc. This marks a new highlight in Sun Group’s premium tourism and culinary ecosystem on the island.
The choice of Phu Quoc as the first destination for Maison Kayser was not unintentional. More than a paradise for relaxation, the island is the center of a comprehensive entertainment and resort ecosystem, featured by iconic landmarks such as Kiss Bridge and Sunset Town, creating a perfect experiential space for visitors.
Even the founder of Maison Kayser could not help but marvel at the natural beauty of Phu Quoc, the “Pearl Island,” saying, “I think Phu Quoc might be the most wonderful island in the world. When I saw the island, I realized you can go diving, stroll through the streets, swim, dine, and relax all within an amazing atmosphere. The air here is truly pleasant. People from all over the world want to visit Vietnam, and Phu Quoc will surely be their first stop before exploring other cities.”
Notably, Phu Quoc earns absolute praise with world-class international shows like “Symphony of the Sea” and “Kiss of the Sea.” These performances, combining water music, lights, and fireworks, create an unforgettable sense of exhilaration for visitors, and the magic repeats every day, 365 days a year. The arrival of Eric Kayser adds the “perfect piece” to this luxury resort picture, turning every moment into a part of the lifestyle that Sun Group has so thoughtfully crafted.
The luxurious, cohesive space and stunning scenery make Maison Kayser in Phu Quoc an ideal destination for all visitors, a place where every sense is engaged. With this vision, Sun Group has skillfully elevated the customer experience, turning Phu Quoc into a must-visit destination on the path of premium resort journeys.
“Phu Quoc is a very beautiful island, attracting many international visitors. I see a lot of guests from Korea, Russia, China, and many other countries, of course including Vietnamese as well. And I think that if we want to introduce our bakery, spirit, and philosophy to everyone, placing the brand where people naturally come is very exciting. That is why I believe Phu Quoc is the perfect place to start and introduce our brand to customers,” Eric Kayser shared.
The luxurious, cohesive space and breathtaking scenery make Maison Kayser in Phu Quoc an ideal destination for every visitor.
Eric Kayser has always emphasized that his bakeries are never a standardized chain but a reflection of the local community. The Phu Quoc store is no exception, as he was determined to create a bakery that captures the spirit of Pearl Island. While the familiar brown and orange signage remains, each detail, product, and member of the team is uniquely tailored to meet the expectations and service needs of the local clients.
“I think the design here is different from what we have done in other countries. It blends design, art, and the spirit of the awards we have received worldwide. The colors are different, the space feels different. Walking into a store on this island, I feel a touch of Las Vegas style. I think it is wonderful to introduce a new concept, bright and modern. The combination of modern and classic elements here is truly harmonious. I am very pleased with this design style, and I believe that with this beauty, we can go very far.
From here, you can see the fireworks, and from the upper floor, you can even admire the stunning Kiss Bridge, where people come to share a kiss. It is a very romantic and memorable scene,” Eric Kayser shared.
Maison Kayser boasts a collection of breads that captivates any food lover. Every product is crafted with meticulous care, capturing the full essence of French boulangerie artistry.
Among them, the Malesherbes Baguette with its crisp crust, the soft and airy Ciabatta, the rich and indulgent Cheese Bread, and a variety of tempting pastries such as buttery Croissants, subtly sweet Coffee Éclairs, and fragrant Raisin Danishes stand out. Each pastry offers a complete experience, inviting guests to savor the full paradise of flavors that Maison Kayser offers.
As the sunset stretches across the beaches of Phu Quoc, Sunset Town comes alive like never before. Here, the two branches - Eric Kayser and Maison Kayser - stand out as subtle highlights. Each space embodies a distinct style, yet both share the same philosophy: every experience at Maison Kayser is a memorable moment to savor, connect, and share.
The youthful and vibrant Eric Kayser store
Location: Pearl Square
At Pearl Square, where the sun kisses the emerald waters each afternoon, the Eric Kayser store rises like a modern symphony. The space is bathed in the colors of the sunset, with views overlooking Kiss Bridge - a symbol of encounters, connection, and shared moments.
Every detail at Eric Kayser reflects a dynamic, free-spirited energy, echoing the philosophy of its founder, Eric Kayser, who always believes that “art never stands still.”
Amid the sound of waves and sea breeze, the aroma of freshly baked bread blends with the fresh air, creating a light, youthful atmosphere. Eric Kayser is the perfect hangout for groups of young friends who enjoy a lively vibe, modern space, and cozy “chill” corners. Situated right at Pearl Square, visitors can enjoy evening fireworks and find themselves in the heart of Sunset Bazaar, making it easy to savor pastries while soaking in the vibrant surroundings.
Eric Kayser reflects a dynamic, free-spirited energy, mirroring the philosophy of its founder, Eric Kayser.
And the subtle contrast of Maison Kayser’s space
Location: Apollo Square
In contrast to the lively seaside rhythm, the Maison Kayser store emerges like a classical chapter in the same story. Inside, the luxurious space features Haussmann-style arches and interiors bathed in golden hues of oak wood and brass. Every detail is carefully arranged to evoke the sophistication and rich history of French baking artistry.
Guests can enjoy authentic French pastries with spectacular views overlooking architectural masterpieces crafted by legendary designers, such as Sun Signature Gallery - the Mid-Century Modern architecture museum designed by Bill Bensley, the King of the Sun fountain created by Frilli Gallery, and the iconic clock tower.
Visitors to Maison Kayser always feel the slow, leisurely pace of a tranquil day. Every flavor tells a memory, and every slice tells a story shaped by craftsmanship and the standard of excellence that has been upheld by the Kayser family for four generations.
Maison Kayser emerges like a classical chapter within the same story.
Together, the Eric Kayser and Maison Kayser stores create a vibrant, colorful narrative. The Eric Kayser space embodies youthfulness and energy. Simply sitting down to enjoy a pastry while watching the radiant sunset over the sea, visitors can feel the rhythm of freedom and openness. In contrast, the Maison Kayser store offers a slow, refined experience. Every detail and every slice of bread evokes tradition and elegance, with views encompassing iconic architectural landmarks, world-class shows, and sunsets often hailed as the most beautiful in the world.
Thus, Sunset Town becomes not only a meeting place for art, architecture, and love, but also a haven where the culinary arts reach their peak, touching the hearts of millions of visitors.
At Sunset Town, Maison Kayser and Eric Kayser are spaces you cannot miss to enjoy the renowned French bakery experience. Whether you wish to embrace a modern vibe or savor classic values, both spaces open their own unique worlds, yet share a single belief: every experience here is a kneaded story, a memorable moment to connect, share, and enjoy.
“Breaking bread” is a well-known expression that literally means sharing bread.
In Western culture, “breaking bread” is a ritual of connection, when people sit together and share pieces of bread. Yet, in reality, they are also sharing stories, memories, beliefs, and their presence with one another.
The term “breaking bread” serves as a gentle reminder that after life’s conflicts, pauses, and endless races, there is always a place to return to. It is where tensions soften, hearts open, and empathy has room to grow. A shared meal nourishes not only the body but also human connection - something no material gift can truly match.
This spirit is what founder Eric Kayser instills in every one of his spaces. For him, a bakery is not merely a place to sell bread; it is a “soft social touchpoint” where people sit down to talk, to smile, to meet one another amid a fast-paced life that sometimes causes the “lost of real connections.”
The bakery has become a must-visit “check-in” spot in Sunset Town.
In an era where people are easily separated by screens and busy schedules, Eric Kayser embraces a simple motto: bread is meant to connect. Here, “breaking bread” becomes an invitation to sit together and share a moment, a story that we sometimes lose without even realizing it.
Amid the vibrant energy of Pearl Island, Maison Kayser and Eric Kayser offer a gentle pause, a place to “breaking bread” together.
When visiting Phu Quoc, stop by Maison Kayser or Eric Kayser and experience the essence of “breaking bread” in the island’s own unique way. Eric Kayser embodies youthful, lively energy. You can sit by a sun-filled window, gaze at the sea and the glowing sunset, and soak in the liberating beauty of nature. Maison Kayser, on the other hand, offers a different rhythm - elegant, slow, and profound. Simply sit down and take a deep breath, and you feel yourself touching the deeper layers of culture, harmoniously blending local colors with a spirit of global integration.
When visiting Phu Quoc, make sure to stop by Maison Kayser or Eric Kayser and fully experience the spirit of “breaking bread” in the island’s unique way.
Amid the lively energy of Pearl Island, the spaces of Maison Kayser and Eric Kayser offer a beautiful pause, where every loaf, every cup of coffee, and every moment of “breaking bread” can become a memory worth bringing home. And perhaps, within this inspiring island setting, you may rediscover something that the fast pace of modern life often causes us to overlook : connection, sharing, and the simple joy of sitting together and saying, “Let’s eat together.”
