Korean bakery café chain TOUS les JOURS is rolling out a Gochujang Caramel Latte as a limited-time offering through November 30, teaming with Oatly on a dispensed-beverage play that leans into Korean flavor identity across more than 200 U.S. locations. The LTO — served hot or iced — is available now at participating bakery cafés nationwide.
The Build
The drink layers espresso and Oatly Barista Edition oatmilk with a sweet-and-spicy gochujang caramel syrup, vanilla oat cold foam, and Lotus Biscoff cookie crumbles. Gochujang, a fermented Korean chili paste, is the differentiating ingredient — giving what would otherwise be a conventional caramel latte a slow-building heat that operators increasingly see resonate with adventurous beverage consumers. The formulation builds on a one-weekend Café Yaeji pop-up in New York, where Oatly debuted an iced gochujang latte in collaboration with Korean-American artist and DJ Yaeji. TOUS les JOURS adapted that concept into a caramel-forward, multi-daypart SKU suited for a permanent café program.
Channel Context
Spicy-sweet flavor fusion has become one of the more durable LTO hooks in foodservice beverage, with Korean condiments — gochujang chief among them — crossing from restaurant menus into café and grab-and-go programs at an accelerating pace. For TOUS les JOURS, now at 200-plus U.S. units under parent CJ Foodville and more than 1,750 locations globally, the Oatly collab functions as both a product launch and a cultural positioning tool. The chain was Official Bakery Café Sponsor of BTS THE CITY ARIRANG NEW YORK earlier this year and activated at KCON LA 2026, building a lane with K-culture audiences that this LTO is designed to sustain between event cycles.
Oatly's angle is distribution reach: moving a single-weekend New York concept into a 200-unit footprint gives the oatmilk brand a sustained on-menu presence at a foodservice operator where Barista Edition is already the house oatmilk. "Yaeji helped us turn gochujang into a completely unexpected coffee experience at Café Yaeji, and TOUS les JOURS gives us the chance to take that idea from one weekend in New York to people across the country," said Michael Lee, EVP and Executive Creative Director, North America at Oatly.
Activation Details
To support the launch, five locations — Cerritos, Brea, La Habra, Union St., and Madison Square Park — are offering an exclusive Oatly x TOUS les JOURS keychain with purchase while supplies last. A #SipIfYouDare Instagram sweepstakes runs October 1 through November 15, with five $100 TOUS les JOURS gift cards as prizes; winners are announced November 18. No purchase is required to enter. Beverage availability varies by location.
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.
