Meta urged to go further in crackdown on ‘nudify’ apps

Meta has taken legal action against a company which runs ads on its platforms promoting so-called “nudify” apps, which typically using artificial intelligence (AI) to create fake nude images of people without their consent.

It has sued the firm behind CrushAI apps to stop it posting ads altogether, following a cat-and-mouse battle to remove them over a series of months.

“This legal action underscores both the seriousness with which we take this abuse and our commitment to doing all we can to protect our community from it,” Meta said in a blog post.

Alexios Mantzarlis, who authors the Faked Up blog, said there have been “at least 10,000 ads” promoting nudifying aps on Meta’s Facebook and Instagram platforms.

Mr Mantzarlis told the BBC he was glad to see Meta take this step – but warned it needed to do more.

“Even as it was making this announcement, I was able to find a dozen ads by CrushAI live on the platform and a hundred more from other ‘nudifiers’,” he said.

“This abuse vector requires continued monitoring from researchers and the media to keep platforms accountable and curtail the reach of these noxious tools.”

In its blog, Meta sad: “We’ll continue to take the necessary steps – which could include legal action – against those who abuse our platforms like this.”

The growth of generative AI has led to a surge in “nudifying” apps in recent years.

They have become so pervasive that in April the children’s commission for England called on the government to introduce legislation to ban them altogether.

It is illegal to create or possess AI-generated sexual content featuring children.

But Matthew Sowemimo, Associate Head of Policy for Child Safety Online at the NSPCC, said the charity’s research had shown predators were “weaponising” the apps to create illegal images of children.

“The emotional toll on children can be absolutely devastating,” he said.

“Many are left feeling powerless, violated, and stripped of control over their own identity.

“The Government must act now to ban ‘nudify’ apps for all UK users and stop them from being advertised and promoted at scale.”

Meta said it had also made another change recently in a bid to deal with the wider problem of “nudify” apps online, by sharing information with other tech firms.

“Since we started sharing this information at the end of March, we’ve provided more than 3,800 unique URLs to participating tech companies,” it said.

The firm accepted it had an issue with companies avoiding its rules to deploy adverts without its knowledge, such as creating new domain names to replace banned ones.

It said it had developed new technology designed to identify such ads, even if they didn’t include nudity.

Nudify apps are just the latest example of AI being used to create problematic content on social media platforms.

Another concern is the use of AI to create deepfakes – highly realistic images or videos of celebrities – to scam or mislead people.

In June Meta’s Oversight Board criticised a decision to leave up a Facebook post showing an AI-manipulated video of a person who appeared to be Brazilian football legend Ronaldo Nazário.

Meta has previously attempted to combat scammers who fraudulently use celebrities in adverts by the use of facial recognition technology.

It also requires political advertisers to declare the use of AI, because of fears around the impact of deepfakes on elections.

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The Hollywood studios allege Midjourney’s image generator is a “bottomless pit of plagiarism”.

BBC Verify explains why AI chatbots are wrong about photos emerging from the LA protests

The university will be a “anchor partner” in a government drive to develop talent in the AI sector.

The autonomous cars with no human safety driver at the wheel will be trialled in London next spring.

For the first time teachers in England are receiving guidelines on how they should and shouldn’t use AI.

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Data bill opposed by Sir Elton John and Dua Lipa finally passes

A bill which sparked an extraordinary stand-off between some of the UK’s most high-profile artists – and their backers in the House of Lords – has finally been passed.

Peers wanted an amendment to the drably-titled Data (Use and Access) Bill which would have forced tech companies to declare their use of copyright material when training AI tools.

Without it, they argued, tech firms would be given free rein to help themselves to UK content without paying for it, and then train their AI products to mimic it, putting human artists out of work.

That would be “committing theft, thievery on a high scale”, Sir Elton John told the BBC.

He was one of a number of household names from the UK creative industries, including Sir Paul McCartney and Dua Lipa to oppose the government.

The government refused the amendment. It says it is already carrying out a separate consultation around copyright and it wants to wait for the outcome of that.

In addition there are plans for a separate AI bill. Critics of the peers’ proposal say it would stifle the AI industry and result in the UK getting left behind in this lucrative and booming sector.

So, this left the bill in limbo, pingponging between the Houses of Commons and Lords for a month.

But it has now finally been passed, without the amendment, and will become law once royal assent is given.

“We can only do so much here. I believe we’ve done it. It’s up to the government and the other place (the Commons) now to listen,” said composer and broadcaster Lord Berkeley.

The government has welcomed the wide-ranging bill passing.

“This Bill is about using data to grow the economy and improve people’s lives, from health to infrastructure and we can now get on with the job of doing that”, a Department for Science, Innovation and Technology (DSIT) spokesperson said.

Caught in the crossfire of this row were other useful proposals contained within the bill, including:

“So this is good news for NHS workers and the police who will be freed from over a million hours of time spent doing admin, bereaved parents who will be supported to get the answers they deserve, and people who will be kept safer online thanks to new offences for deepfake abuse,” DSIT said.

But even though the Lords have decided they had made their point on AI, the argument has not gone away.

Those who fought the battle have not changed their minds. Baroness Kidron, a film maker who led the charge for the amendment, told me the passing of the bill was “a pyrrhic victory at best” for the government, meaning it would lose more than it gains.

That cost, she argues, is the giving away of UK assets, in the form of creative content, to largely US-based AI developers.

There are many who remain defiant and they believe strongly that the UK’s £124bn creative industry is under threat if the government doesn’t actively engage with their demands

Owen Meredith, chief executive of the News Media Association which supported the Lords said the bill sent a “clear message” to the government “that Parliament, and the UK’s 2.4 million creative workers, will fight tirelessly to ensure our world-renowned copyright law is enforced”.

“We keep being told that AI will change everything, which, I’m afraid, means that we will discuss this during debates on every bill,” said Baroness Dido Harding in the House of Lords, recorded in Hansard. “We will prevail in the end.”

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Copyright 2025 BBC. All rights reserved.  The BBC is not responsible for the content of external sites. Read about our approach to external linking.

Watch: At the scene of Austria’s worst shooting in modern history

Eleven people have died in a school shooting in the Austrian city of Graz, including a 21-year-old gunman who took his own life.

It is is the deadliest gun attack in the country’s recent history.

The BBC’s Bethany Bell visited where incident took place at Dreierschützengasse secondary school in the north-west of the city.

Read more on this story here.

Prince of Wales outlines risks to world’s oceans at Monaco conference.

Police have begun fresh investigations following the disappearance of the British three-year-old in Portugal in 2007.

Footage shows clouds of dark coloured smoke and ash billowing from the volcano on the Mediterranean island.

Footage shows attack drones homing in on their targets as they sit on the tarmac.

Fire crews were called to the scene after a road bridge came down in Bryansk.

Gotta Tell You was a radio-ready hit that climbed international charts and introduced a confident new voice to the noughties music scene.

A brand new statue of the Soviet dictator Josef Stalin has been unveiled at a Metro station in Moscow.

Footage shows the moment Emmanuel Macron is shoved in the face by his wife Brigitte as they touch down in Hanoi, Vietnam.

The 135m-ship (443ft) missed Johan Helberg’s house in Norway by metres, but he didn’t notice a thing.

Europe editor Katya Adler gains access to a secret HQ and Norwegian warships leading military exercises.

At least three people have died in the flooding which swept across southern France.

A nail-biting finish saw Austrian singer JJ win the contest in Switzerland at the very last minute.

The Royal Family shared a video of the performance by The Band of the Irish Guards on X.

The BBC’s Laura Gozzi stood close to the reality TV star and businesswoman as she gave evidence.

In an exclusive BBC interview, the Polish foreign minister accuses Russia of recruiting agents and paying them for acts of sabotage.

The teenagers have been named as 18-year-old Matt Sibanda and 16-year-old Emmanuel Familola.

Worshippers packed St Peter’s Square as Pope Leo XIV called for an end to global conflicts.

Vladimir Putin leads commemorations as Moscow marks its annual parade.

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‘Playing piano and singing takes me to another world’ – Brian Wilson

Legendary singer and musician Brian Wilson has died at the age of 82.

In 2011, the Beach Boys co-creator spoke to the BBC’s David Silitto, about releasing previously unheard songs from the 1960s.

In the interview Wilson discussed is love of singing and playing piano, as well as the power music his music has to transport him back to band’s prime.

Read more about Wilson’s life here.

Protests flare up in Los Angeles, as demonstrators against immigration raids face off with law enforcement

As many as 40 decommissioned buses were damaged in the fire, according to officials

In a Facebook post, the owner of the store said that they “feel a profound sense of loss” over the destruction of the artefacts.

The world’s richest man has called on voters to contact lawmakers and voice their opposition to the president’s Big Beautiful Bill.

Ros Atkins from BBC Verify takes a look at the facts surrounding remarks that came our of Washington.

More than 200 fires are burning in the country, with over 100 of them considered out of control.

The BBC’s Carl Nasman on Senator Joni Ernst’s back and forth about Medicaid with a town hall audience member.

A newly-installed web camera captured the moment the national park’s Black Diamond Pool in Wyoming belched a dark liquid sludge.

A zebra, described as a pet, is still running free after after being filmed on 31 May galloping on a road in Christiana.

A suspect has been arrested and charged with a federal hate crime and attempted murder, accused of “setting people on fire”.

Eight people were injured after a man “started setting people on fire” at a mall in Boulder, Colorado, police say.

“Mia” also said the rap mogul sexually assaulted her “on more than one occasion”, though he has denied all allegations.

The former president announced earlier this month he had an “aggressive form” of prostate cancer.

The tech mogul, whose time as a special government employee has ended, explained how he had got the bruise.

The Canadian province of Manitoba declared a state of emergency and told 17,000 people to flee wildfires.

Faizan Zaki correctly spelled the French-derived word “éclaircissement” to secure the title and take home the $52,500 prize.

Severe weather swept through the Central Texas city causing floods, damage and power outages.

The world’s richest man spent nearly 130 days working with the Trump administration to slash the federal government.

The BBC’s Nomia Iqbal spoke to students at Harvard University, which is the target of funding cuts and a ban on international student enrollment.

The president was not pleased with an acronym, standing for “Trump Always Chickens Out”, reportedly coined on Wall Street.

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Video shows crowd of Palestinians climbing fence and rushing to aid site

Footage shared online shows hundreds of Palestinians climbing over a large mound of dirt – with some seen scaling a metal fence – as they rush to enter an aid site in Gaza run by the Gaza Humanitarian Foundation (GHF).

Palestinians are first seen waiting behind a fence, before a voice – off-camera, with an American accent – shouts instructions. They are then seen entering the site and shouting as they run towards what is assumed to be aid.

BBC Verify geolocated the video to the SDS1 distribution site, west of Rafah. It is said to have been filmed on Tuesday.

The GHF is a controversial Israel- and US-backed group that aims to bypass the UN as the main supplier of aid to Palestinians.

The UN and other aid groups refuse to co-operate with the GHF system, saying it contravenes the humanitarian principles of neutrality, impartiality, and independence.

The BBC has approached the GHF for comment.

The video was shared by Alon Lee-Green, an Israeli anti-war activist, who said he had obtained it from an employee of “the American company in Gaza”. It was unclear if this referred to GHF or one of the private security contractors that staff its aid sites.

In a post on X, Green described the scene as “apocalyptic”.

“But this is not a disaster movie, but the hell we created in Gaza,” he wrote. “This is what starving people look like, rushing for food while risking their lives. This is what the dehumanization of millions of people looks like.”

Israel does not allow international news organisations, including the BBC, into Gaza, making verifying what is happening in the territory difficult.

Almost every day since the GHF began distributing aid on 26 May, Palestinians have been killed trying to access aid near one or other of the four centres it has so far opened.

Gaza’s Hamas-run health ministry says a total of 223 people have been killed and 1,858 others injured while trying to reach areas designated for aid distribution since then.

The US and Israel say the GHF’s system will prevent aid being stolen by Hamas, which the group denies doing.

On Wednesday, another six people were reportedly killed by Israeli fire near a GHF site in Rafah, in southern Gaza. The Israeli military said it was looking into the reports.

After reports of aid-related killings on Tuesday, Philippe Lazzarini, head of the UN’s refugee agency for Palestinians, said “another day of aid distribution, another day of death traps”.

“Day after day, casualties & scores of injured are reported at distribution points manned by Israel & private security companies.

“This humiliating system continues to force thousands of hungry & desperate people to walk for tens of miles excluding the most vulnerable & those living too far.”

The Israeli military launched a campaign in Gaza in response to the Hamas-led attack on southern Israel on 7 October 2023, in which about 1,200 people were killed and 251 others were taken hostage.

At least 55,104 people have been killed in Gaza since then, according to the territory’s health ministry.

The killing of Mohammed Sinwar marks the end of the secretive group that planned the 7 October 2023 attack on Israel.

Their boat was intercepted on Monday as they attempted to break Israel’s naval blockade on Gaza and deliver a symbolic amount of aid.

At least 39 reportedly die in three incidents near lorries transporting flour and aid distribution sites.

The Columbia University graduate had a key role in student protests over Gaza. Trump said his arrest was the first of “many to come”.

One of the two hostages was Yair Yaakov, who was killed in the Hamas-led attack on 7 October 2023, Benjamin Netanyahu says.

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Watch: Large fire breaks out at motorcycle parking lot in China

A large fire broke out at a motorcycle parking lot in Chongqing, southwest China on Wednesday. Footage shows flames and thick smoke billowing into the sky, as bystanders watch the blaze erupt. The fire was extinguished within 20 minutes and no casualties were reported, according to the local fire department.

London-bound flight carrying 242 people crashed shortly after take-off in Ahmedabad, western India.

“The scale of devastation on the ground is just massive” says BBC South Asia correspondent Yogita Limaye.

Footage shared on social media showed the man walking towards an ambulance, with smoke billowing in the background.

Footage shows devastation in a residential area where an Air India plane heading from Ahmedabad to London crashed.

A plane bound for London Gatwick carrying 242 people has crashed after taking off from Ahmedabad in India.

Air India say there were 169 Indian nationals on board the flight, as-well as 53 Britons, one Canadian national and seven Portuguese nationals.

Footage shows firefighters dousing flames in Ahmedabad, western India.

The elephant helped himself to nine bags of sweet rice crackers, a sandwich and some bananas, shopkeepers say.

Opposition’s Lee Jae-myung will become South Korea’s next president, winning the country’s first election since impeachment chaos.

The bird had escaped from a farm in the southern state of Kerala and was captured soon after its escape.

After months of political turmoil, we asked people in Seoul if they plan to vote in the upcoming election.

Sports producer Joy Bhattacharjya, takes us through what made Kohli’s Test career historic.

The volcano on the Negros island spewed plumes of ash around 3km (1.8 miles) high into the air.

The midterms will impact the future of President Marcos and his rival and VP, Sara Duterte.

BBC journalists on the ground explain how a day of conflict unfolded.

In Srinagar in Indian-administered Kashmir, a road, normally busy with tourists and travellers, lies deserted.

An Indian air strike damaged a mosque and some houses Muzaffarabad in Pakistan-administered Kashmir.

The building, which is located in a densely-populated area, remains cordoned off by security forces.

Debris from an unidentified aircraft has been found in Pampore in Indian-administered Kashmir.

Footage obtained by Associated Press shows rubble and destruction thought to be in Muzaffarabad.

Copyright 2025 BBC. All rights reserved.  The BBC is not responsible for the content of external sites. Read about our approach to external linking.

Watch: Moment crowd boos and cheers Trump at Kennedy Center

US President Donald Trump received a mixed reception from the crowd while attending Les Misérables at the John F Kennedy Center in Washington, DC on Wednesday night.

Footage shows the audience both booing and cheering Trump and his wife Melania as they took their seats in the presidential box, with some breaking into a “USA” chant.

It was Trump’s first time attending a production at the Kennedy Center since becoming president, after he overhauled the venue’s leadership and named himself chairman in February.

Protests flare up in Los Angeles, as demonstrators against immigration raids face off with law enforcement

President Trump said he’s always liked Elon Musk, and was surprised to see Musk’s criticism of his signature tax and spending bill.

As many as 40 decommissioned buses were damaged in the fire, according to officials

In a Facebook post, the owner of the store said that they “feel a profound sense of loss” over the destruction of the artefacts.

The world’s richest man has called on voters to contact lawmakers and voice their opposition to the president’s Big Beautiful Bill.

Ros Atkins from BBC Verify takes a look at the facts surrounding remarks that came our of Washington.

More than 200 fires are burning in the country, with over 100 of them considered out of control.

The BBC’s Carl Nasman on Senator Joni Ernst’s back and forth about Medicaid with a town hall audience member.

A newly-installed web camera captured the moment the national park’s Black Diamond Pool in Wyoming belched a dark liquid sludge.

A zebra, described as a pet, is still running free after after being filmed on 31 May galloping on a road in Christiana.

A suspect has been arrested and charged with a federal hate crime and attempted murder, accused of “setting people on fire”.

Eight people were injured after a man “started setting people on fire” at a mall in Boulder, Colorado, police say.

“Mia” also said the rap mogul sexually assaulted her “on more than one occasion”, though he has denied all allegations.

The former president announced earlier this month he had an “aggressive form” of prostate cancer.

The tech mogul, whose time as a special government employee has ended, explained how he had got the bruise.

The Canadian province of Manitoba declared a state of emergency and told 17,000 people to flee wildfires.

Faizan Zaki correctly spelled the French-derived word “éclaircissement” to secure the title and take home the $52,500 prize.

Severe weather swept through the Central Texas city causing floods, damage and power outages.

The world’s richest man spent nearly 130 days working with the Trump administration to slash the federal government.

The BBC’s Nomia Iqbal spoke to students at Harvard University, which is the target of funding cuts and a ban on international student enrollment.

Copyright 2025 BBC. All rights reserved.  The BBC is not responsible for the content of external sites. Read about our approach to external linking.

Air India plane crash – how the day unfolded

A London-bound Air India plane carrying 242 people crashed into a residential area shortly after take-off in Ahmedabad, western India.

The airline says 241 people on the plane were killed – one passenger, a British national, survived and is receiving treatment in hospital.

Dramatic footage shows the aircraft taking off before coming down in a built-up area.

Plumes of black smoke are then seen rising high into the sky after an explosion. Authorities launched a major rescue operation.

Briton Vishwashkumar Ramesh survived the crash, and met the Indian home affairs minister in hospital.

Footage shows flames and thick smoke billowing into the sky, as bystanders watch the blaze erupt in southwest China.

The elephant helped himself to nine bags of sweet rice crackers, a sandwich and some bananas, shopkeepers say.

An 11-year-old girl in Henan, China, pulled her baby sister from the path of a runaway electric mini cabin scooter.

Opposition’s Lee Jae-myung will become South Korea’s next president, winning the country’s first election since impeachment chaos.

This video has been removed for editorial reasons

After months of political turmoil, we asked people in Seoul if they plan to vote in the upcoming election.

Footage circulating online shows thick columns of black smoke rising from the site in Shandong province.

The two humanoid robots traded punches while fans watched on, in a world-first humanoid robot fighting event.

The volcano on the Negros island spewed plumes of ash around 3km (1.8 miles) high into the air.

The midterms will impact the future of President Marcos and his rival and VP, Sara Duterte.

The Yizhuang half marathon is the first time robots have raced alongside humans over such a distance.

China is encouraging it’s retirees to spend their savings on fun initiatives to help boost its economy, as the country’s trade war with the US rages on.

More than 3,000 people have been confirmed dead after last week’s earthquake and the toll is expected to rise.

South Korea’s constitutional court has unanimously voted to uphold the impeachment of president Yoon Suk Yeol.

The constitutional court voted unanimously to uphold president Yoon’s impeachment following his short-lived declaration of martial law.

Mount Marapi erupted on Thursday, sending a column of ash towering into the sky.

The BBC’s Yogita Limaye is the first foreign journalist to enter the country since the disaster struck.

The BBC speaks to people in Mandalay close to where Myanmar’s deadly 7.7 magnitude earthquake struck.

Myanmar’s military government says at least 2,000 people were killed in last week’s 7.7 magnitude quake.

Friday’s powerful earthquake in Myanmar was also felt in Ruili, a border city in neighbouring China.

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Brian Wilson: iconic images of a Beach Boy’s life

Brian Wilson, the lead singer, composer and front man of the Beach Boys, has died aged 82, his family have announced.

In a statement shared online, they said they were “heartbroken” by his death and requested privacy.

Tributes from fans and musicians saw him described as an icon, a genius and a pioneer.

Born and raised in California, the musician brought surf-rock to the world with songs like I Get Around, Surfin’ USA and Good Vibrations.

Below is a selection of images from his life.

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The Korean bakery chain that says croissants don’t have to be French

Head into the basement of any bustling mall in Singapore and the chances are you will smell the sweetness of fresh, buttery baked goods.

Long lines of people swarm the counters of Korean, Japanese, Taiwanese and Singaporean bakeries – tray and tongs in hand, after picking out cream rolls and milk breads or filled croissants and fruity pastries from crowded display cabinets.

For Paris Baguette, its inspiration is clearly in the name, the outlets are also decorated with the colours of the tricolour, the signage shows the Eiffel Tower and the ambience seems to be aiming for something close to the charm of a Parisian cafe.

But it is 100% Korean.

“I wouldn’t limit our bread to everything from France. We are an international brand,” says Jin-soo Hur, president and chief executive of SPC Group, which owns Paris Baguette.

“Like croissants, could you say this is a European product? I would say it’s a universal product.”

SPC traces its roots back to a small family-owned bakery shop that opened 80 years ago.

It is now a key player in mass producing bread and pastries in South Korea, employing 20,000 people across all its brands. SPC says its sales hit $5.6bn (£4.26bn) last year.

In 1988, Paris Baguette was born becoming the first Korean bakery brand to open an international store in China, which continues to be a big market.

Today it has 4,000 stores across 14 countries including in Asia, Europe and the US.

Paris Baguette has big overseas expansion plans, setting a target of more than 1,000 new branches internationally by 2030 – many of them in the US.

It’s investing in a factory in Texas which will become its largest overseas production facility when it is completed in 2027, supplying the US, Canada and Latin America.

For Mr Hur, capturing the American market is a priority because it would mean Paris Baguette has succeeded internationally.

Sport is central to Paris Baguette’s strategy through a partnership with English Premier League football club Tottenham Hotspur.

It had a similar deal with France’s Paris St Germain for two seasons, providing fans with its baked products and desserts on match days of home games.

“I think food is culture. Sports brings a lot of people into the stadium, and there’s always good vibes in London,” said Mr Hur.

The captain of South Korea’s national team was also the captain of Spurs. Son Heung-min led his team to victory in the Europa League last month, ending the club’s 17-year wait for a trophy.

It’s not about a Korean leading Spurs for Mr Hur though.

Tottenham is a “top club and Paris Baguette wants to be best in class too,” he says.

Workers don’t like to wake up early to knead dough by hand, Mr Hur says softly.

He credits his company’s system of delivering frozen dough to franchises around the world for improving efficiency and extending shelf life.

Asia has a strong heritage of baked goods, but with rapid urbanisation, and changing lifestyles demand for on-the-go convenience foods is growing steadily.

Bakeries across the region already offer a huge variety of items.

Staples like pain au chocolat and sandwiches are abundant, but they are also known for Asian-inspired flavours – be it pandan, durian, salted egg, red bean or matcha-filled croissants and pastries.

Paris Baguette is responding to the demand through a halal-certified plant in Malaysia, to supply customers in South East Asia and the Middle East.

With the fascination around Korean culture globally, experts say there could be an opportunity for Asian bakeries to see even more success.

Korean and Japanese culture is so popular around the world now that maybe they’re seeing things on their screen, and then they’re willing to try it as well, said Saverio Busato, a pastry and bakery chef at the Culinary Institute of America in Singapore.

“I just came back from a trip to Italy and I was quite surprised to see a lot of Asian bakery and pastry shops in Italy and I was super happy.

To see the local people, the Italian people, that they were kind of exploring.”

But can frozen dough produce the same quality of goods as an artisanal bakery?

I put Chef Busato to a blind taste test. He pulls apart a croissant made with frozen dough (although he doesn’t know it), inspecting the elasticity and smelling it.

“This is quite bad. There is no honeycomb inside, it’s totally hollow. The lamination doesn’t have much strength because the internal part collapses. There is no butter profile. It’s gluey and dense. There is no smell,” he tells me.

Chef Busato acknowledges that it isn’t practical to seek artisanal standards if you’re mass-producing baked goods, and so big players will have to rely on frozen dough.

What about the traditional Asian baked goods though? Chef Busato on tasting a Korean milk bread, a fluffy white bread filled with cream, said he thinks it would do well in Europe.

“It’s fantastic. It’s very good. The smell of milk is coming over is nice. It’s fluffy. It’s refreshing… Reminds me of some kind of snack when I was younger that I was bringing to school.”

The cost-of-living crisis is a major challenge for Paris Baguette – not least because of the US inflation rate as it seeks to push into the American market. A lot of companies are having to change their business because it’s not profitable for them, Mr Hur says.

One of Paris Baguette’s biggest competitors globally – Pret A Manger – has had to experiment with subscription services and expand dine-in options after Covid pushed the sandwich and coffee chain into loss, and it was forced to close dozens of outlets and cut more than 3,000 jobs.

The global economic environment weighs on Mr Hur too but he insists profit is not his only goal. “If we are only trying to make profit, we’ll just stay in Korea,” he says.

“We want to change the bread culture around the world. I want to find a way to keep opening up a lot of bakeries. It is good for my country, and good for people.”

Copyright 2025 BBC. All rights reserved.  The BBC is not responsible for the content of external sites. Read about our approach to external linking.