Mom's Touch to open pop-up store in Tokyo

South Korean homegrown burger and chicken brand Mom's Touch & Co. on Wednesday announced that it plans to open its first overseas pop-up store "Mom's Touch Tokyo" in the bustling Shibuya district in Tokyo, Japan. 

This pop-up store will operate from Oct. 16 to Nov. 9. Following its expansion into Thailand and Mongolia, Mom's Touch aims to improve its global brand awareness with a pop-up store in Japan. 

The theme of this event is "WOW Taste, MOM’s touch." The brand aims to reflect the vitality encapsulated by the WOW — a twist derived from reversing the brand name MOM.

The pop-up, stretching five floors from the basement to the fourth level, promises an immersive Mom's Touch experience. The ground floor caters to instantaneous culinary cravings, while the upper layers beckon with interactive dining areas, photo zones, and branded merchandise opportunities.

A special highlight is the basement's collaboration with the top-ranked Line Manga webtoon in last year, "The Remarried Empress", serving as a haven for fans with its exclusive illustrations and merchandise.

At Mom's Touch Tokyo, ten items from its menu will be offered including its signature chicken burger, Thigh Burger, Grilled Beef Burger, and Cajun French fries. Just like in domestic stores, all cooking processes, from battering to frying, will be done by hand in the kitchen.

Write to Kyeong-je Han at hankyung@hankyung.com