NEW YORK — TOUS les JOURS, the French-Asian bakery café chain, is adding a touch of K-Drama romance to its menu this February. On Friday, January 30, 2026, the brand announced a partnership with Rakuten Viki, the leading streaming service for Asian entertainment, to offer customers a special Valentine’s Day treat.
The collaboration combines the bakery’s signature desserts with the popularity of Korean dramas, aiming to create “a shared ritual—connecting great food with storytelling, romance, and intentional time together.”
The Promotion: Cakes & K-Dramas
From February 1 through February 14, 2026, customers who make any purchase at participating TOUS les JOURS locations nationwide will receive a free one-month trial of Viki Pass Standard (while supplies last). This pass grants ad-free access to Viki’s extensive library of Asian dramas and movies.
In addition to the in-store gift, the brands are hosting a “Sweet & Stream” Social Media Sweepstakes running from February 7–14.
- The Prize: Three lucky winners will receive a year of free cakes from TOUS les JOURS (including their famous Cloud Cakes and Mousse Cakes) plus an annual Viki Pass Standard subscription.
- How to Enter: Fans can enter via Instagram by following the official accounts and engaging with the sweepstakes posts. Winners will be selected at random on February 15.
“Positively Yours” & In-Store Displays
To further highlight the connection between sweets and screen time, participating bakeries will feature in-store displays promoting the Viki Original drama “Positively Yours”. The campaign encourages fans to pair their Valentine’s desserts with romantic series like True Beauty and Lovely Runner.
“Today’s consumers are looking for experiences, not just products,” said Regina Schneider, Chief Marketing Officer of TOUS les JOURS. “By partnering with Viki, we’re elevating dessert into a shared ritual… connecting great food with storytelling.”
Karen Paek, VP of Marketing at Rakuten Viki, added:
“As romance is at the heart of so many K-dramas, Valentine’s Day felt like the perfect time to join together… for a fan-driven experience that offers a sweet way to discover new content.”
The Bottom Line This partnership offers a unique blend of culinary and digital entertainment, capitalizing on the growing popularity of Korean culture in the U.S. By pairing premium pastries with on-demand romance, TOUS les JOURS and Rakuten Viki are providing a complete “date night in” package for Valentine’s Day. To share your own brand partnership news or seasonal promotions with our team, reach out via our Contact Page.
