News South Korean chicken chain makes debut in Shibuya

[thomas]

The renowned fast-food brand Mom's Touch, hailing from South Korea, is set to launch its first outlet in Shibuya on 16 April. Boasting nearly 200 seats, Mom's Touch Shibuya will feature the brand's signature crispy chicken sandwiches and burgers, catering to local tastes and introducing a unique twist with bulgogi-flavoured burgers that blend sweetness with a kick of spice tailored for the Japanese palate. The menu will highlight other favourites like classic fried chicken and zesty, spicy fries. With an impressive footprint of approximately 1,420 outlets in its home country, Mom's Touch is contemplating further expansion into the Japanese market, potentially through franchising opportunities.

Photo credit: Yui Sato via Nikkei​

Prices will be similar to those at South Korean locations. "Thigh burgers," which feature a seasoned fried patty and special sauce, are sold in South Korea for 4,600 won (USD 3.40) without fries or a drink. A meal costs 6,900 won. The company is ready to test whether its value will be "affirmed in Japan, an advanced restaurant market," said CEO Kim Dong-jeon. "As long as we offer food that tastes better than what's expected at our prices, we can achieve the same growth in Japan as in South Korea," Kim said. Mom's Touch has enjoyed fast growth since opening in 1997, with its big, juicy chicken and affordable prices attracting customers from a wide range of ages. It became the top burger chain in South Korea in terms of stores in 2021. The chain has expanded beyond South Korea, running several U.S., Thailand, and Mongolia locations. The company decided to make a full debut in Japan after a pop-up shop in Shibuya last fall attracted about 33,000 customers in three weeks.

Paywall alert:

South Korean chicken joint Mom's Touch to make Japan debut in Shibuya

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asia.nikkei.com

マムズタッチ公式サイト | Mom's Touch

マムズタッチ（Mom's Touch） の公式サイトです。渋谷公園通りに日本第1号店をオープン。私たちは韓国No.1のバーガー＆チキンブランドであり、最も愛されるグローバル企業として国境を越えたNo.1を目指しています。

momstouch.co.jp