Native Burger 'Mom's Touch' Lands in Tokyo... Pushing Out McDonald's to Start Japan Campaign

First Overseas Direct Store Opens in Shibuya in April
Large Store Opens at Location Where McDonald's Operated for 39 Years
"We Will Promote the Excellence of K-Burgers in Japan"

Mom's Touch, a native burger and chicken brand, is opening a directly operated store in Tokyo to begin its advance into the Japanese market.

Mom's Touch announced on the 11th that it will open its official directly operated store, 'Shibuya Mom's Touch,' in Shibuya Ward, Tokyo, this April. Shibuya Mom's Touch is the first directly operated store Mom's Touch is launching overseas. So far, Mom's Touch has expanded into Mongolia, Thailand, and the United States through a master franchise model.

The Shibuya Mom's Touch store will be a large-scale outlet of approximately 418㎡ with 200 seats, located in the space where the local McDonald's operated for 39 years. This location is adjacent to the Scramble Crossing, a landmark in Shibuya with a daily floating population of about 3 million people, and is backed by the bustling commercial area around Shibuya Station, Tokyo's largest entertainment district, and large shopping malls, making it a lively spot frequented year-round by both locals and international tourists.

On the 10th, Mom's Touch announced its official entry into Japan through its official Japanese SNS channels and plans to strengthen communication with local customers through the opening of a reservation system, pre-promotions, and outdoor advertising. Building on the hot response from last year's pop-up store experience, which delivered overwhelming taste and quality not found in existing QSR brands in Japan, Mom's Touch aims to develop Shibuya Mom's Touch into a landmark representing K-burgers and the Korean Wave.

Last October, Mom's Touch operated a pop-up store, Mom's Touch Tokyo, in Shibuya for three weeks. This store showed signs of great success, with advance reservations selling out early. Over 33,000 consumers visited, and long queues persisted late into the night, attracting significant attention from local broadcasts and online media.

Meanwhile, Mom's Touch will participate in the 'Tokyo Franchise Show,' Japan's largest franchise trade fair, held in Tokyo from the 13th to the 15th. This is the first time Mom's Touch is participating in an overseas franchise event. Along with operating the directly managed Shibuya store, the company plans to discover partners to continue its franchise business in Japan and quickly establish itself in the local market.

A Mom's Touch representative said, “Japan's burger market alone is worth about 7 trillion won, and with its diverse dining culture, it is a country with symbolic significance attracting global attention. Based on the strength that Mom's Touch, which started as a latecomer just 20 years ago, has grown to become the industry leader by store count, we will promote the excellence of K-burgers in Japan and accelerate the expansion of overseas markets.”