Pascucci Cake Sales Surge 20 Percent as aespa’s Karina Leads Successful Brand Strategy

Italian coffee chain Pascucci recorded a significant rise in cake sales last year, driven by product quality, visual appeal, and a marketing strategy fronted by aespa’s Karina.

According to the company on January 23, Pascucci strengthened its cake sales strategy from early last year, resulting in more than a 20 percent increase in total cake sales compared to the previous year.

Holiday Season Delivers Record Growth

Sales surged especially during the holiday season.

In December, which includes the Christmas period, cake revenue rose by over 40 percent year on year. Slice cake sales showed even stronger momentum, jumping by more than 80 percent compared to the same period the previous year.

Industry analysts view the results as a sign that dessert consumption is shifting from seasonal demand to everyday purchases.

Karina’s Brand Power Boosts Consumer Interest

One of the key factors behind the growth was Pascucci’s decision to appoint aespa member Karina as its advertising model.

With her strong popularity and sophisticated image, Karina helped elevate Pascucci’s brand identity among younger consumers. Her campaigns emphasized the pairing of premium coffee with high-quality desserts, positioning cakes as a natural part of daily café culture rather than a special-occasion product.

Marketing insiders noted that Karina’s influence played a central role in strengthening Pascucci’s connection with Gen Z and millennial customers.

Best-Selling Cakes and Expanding Everyday Demand

Pascucci currently offers 20 cake varieties, including 14 slice cakes and six whole cakes.

Among them, “Oh My White” and “Oh My Choco” emerged as the top-selling items last year. Slice cakes, in particular, gained popularity as convenient desserts for solo customers, with purchases increasing notably during weekday afternoons and weekends.

The company reported that customers are increasingly choosing cake as a casual treat rather than reserving it for celebrations.

Quality, Visual Appeal, and Campaigns Drive Results

Pascucci credited its success to a combination of product quality, refined presentation, and active marketing campaigns.

Leveraging the baking expertise of Paris Croissant, the brand expanded beyond fresh cream cakes to introduce Italian-style desserts such as tiramisu and cassata, reinforcing its identity as a premium Italian café brand.

The growth was further supported by marketing initiatives such as the “Italian Pairing” campaign, holiday promotions, and early bird seasonal offers, all promoted through Karina’s ambassador activities.

Valentine’s Season Launch Planned for 2026

Building on last year’s momentum, Pascucci plans to further strengthen its cake lineup in 2026.

For the upcoming Valentine’s season, the brand will release limited-edition whole cakes under the theme “Sweet Moment with Esther Bunny.” The new cakes will feature strawberry flavors, heart-shaped designs, and collaborations with the popular character Esther Bunny.

The company also plans to continue launching seasonal cakes designed to pair well with its beverage menu.

Pascucci Aims to Become Everyday Dessert Brand

A Pascucci representative stated that cake demand is no longer limited to holidays, noting that dessert consumption is becoming part of daily routines.

The company added that it aims to establish Pascucci as a leading everyday dessert brand by continuously strengthening its cake category and expanding product variety.

With Karina’s strong brand influence and a refined product strategy, Pascucci is expected to maintain steady growth in Korea’s competitive café dessert market.