The French Post Office (La Poste) issued a special stamp to honour the baguette – France's national bread. The stamp is covered with tiny capsules that release the smell of fresh bread. It shows a baguette decorated with a red, white, and blue ribbon. A shopkeeper who sells the "scratch-and-sniff" stamp said it had a "bakery smell". The stamp had a print run of 594,000 copies. La Poste said French bakers bake six billion baguettes every year.

The baguette is close to the hearts of French people. France's president called it, "250 grams of magic and perfection". La Poste called the baguette, "the symbol of our gastronomy, the jewel of our culture". It said the bread was popular because it promises a delicious taste experience, and "it seduces with its golden crust". It added that the baguette's "toasted scent whets the appetite". The baguette was given UNESCO heritage status in 2022.