Mom's Touch, Edward Lee Burger Pre-Order Sold Out

Super Early Bird Pre-orders Sold Out in 40 Minutes
"The Only Chance to Taste Edward Lee's Recipes"
Success Hinges on Set Prices Exceeding 10,000 KRW

Momstouch announced on the 11th that the pre-orders for the two types of ‘Edward Lee Burgers’ collaborated with Chef Edward Lee have been completely sold out.

Since 10 a.m. on the 5th, Momstouch has been accepting pre-orders for the two Edward Lee Burgers through the official Momstouch website and Naver Place reservations at 12 directly managed stores.

Consumers participating in the Super Early Bird event are waiting in front of Mom's Touch Dongdaemun DDP branch. Photo by Mom's Touch

In particular, the ‘Super Early Bird (free offer)’ held on the 10th and 11th was sold out within about 40 minutes of opening as soon as the pre-orders started on the 5th, and the ‘Early Bird (free upgrade)’ held for five days from the 12th to the 16th was also quickly sold out.

The two Edward Lee Burgers, consisting of the ‘Edward Lee Cyburger’ and the ‘Edward Lee Beef Burger,’ are products that apply a special bacon jam developed with Chef Edward Lee’s unique recipe to Momstouch’s signature burgers. Despite Chef Edward Lee’s increased popularity after becoming the runner-up on the Netflix program ‘The Chef Show,’ this menu allows customers in Korea to experience Chef Edward Lee’s recipes for the first time domestically, as he does not yet operate an official restaurant in Korea.

A Momstouch representative said, "All the pre-order preparation quantities were quickly reserved, proving the strong expectations and interest from consumers that have continued since the collaboration news between Momstouch and Chef Edward Lee was revealed last January."

On the first day of the Super Early Bird opening on the 10th, Momstouch directly managed stores located in Seoul and the metropolitan area were crowded with customers who had pre-ordered. To experience the product faster, many reservation holders arrived before the opening time, forming waiting lines outside the stores, and passersby and foreign tourists stopped to take photos out of curiosity.

Meanwhile, the two Edward Lee Burgers from Momstouch are scheduled to be released sequentially on the 18th, and information on sales locations for each product can be checked through the official Momstouch app and website starting from the 18th. The Edward Lee Cyburger set is available for 10,200 KRW, and the Edward Lee Beef Burger set can be purchased for 10,800 KRW.