Mom's Touch to open first overseas pop-up in Tokyo

Mom's Touch, a popular Korean burger franchise, is opening its first pop-up store in downtown Tokyo. The store will feature burger menus, goods, and events for three weeks starting Oct. 20.

A concept image of Mom's Touch's upcoming pop-up store in Shibuya, Tokyo [MOM'S TOUCH]

Mom’s Touch, a burger franchise, will open a pop-up store in downtown Tokyo.

It is the brand’s first pop-up store outside Korea.

Named Mom’s Touch Tokyo, the pop-up store will run for three weeks starting Oct. 20 in Shibuya, central Tokyo.

Mom’s Touch is currently operating some 1,400 branches across Korea, the largest number of stores for a burger franchise in the country, and expanding its presence outside home turf as well. The company has previously entered Thailand and Mongolia.

Housed in a four-story space with a basement floor, the upcoming Mom’s Touch Tokyo will offer burger menus as well as goods and events for the customers, including a photo zone and an experience zone, under the theme of “WOW Taste, MOM's touch.”

Moreover, Mom’s Touch collaborated with the massively popular Korean webtoon “Remarried Empress,” which ranked No. 1 on Japan’s Line Manga website, to set up an exhibition zone for goods, costumes and exclusive illustrations on the basement floor, the company said.

Ten burger menus including the signature Thigh Burger will be available at the pop-up store.

“Japan, a leading market in the food service industry, holds significance as it can be a test bed where we can evaluate our business’ overseas and long-term competitiveness,” said a Mom’s Touch spokesperson in a release.

“The Japanese customers are particularly discerning when it comes to taste and quality, and with the interest toward Korea increasing as of late, we are expecting a positive response,” said the spokesperson, adding that “we will showcase Mom’s Touch's — and Korean burger brand’s — strengths to Japanese customers with our first overseas pop-up store.”

BY SHIN HA-NEE [shin.hanee@joongang.co.kr]