Mom's Touch Opens 'Chimaek' Specialty Store in Bangkok

Located in the headquarters building of Thailand's 대표 beer 'Singha'
61 seats capacity... Plan to add 8 more stores by next year

On the 19th (local time), at 'Mom's Touch Thailand 2nd Branch' located on Vibhavadi Rangsit Road in Bangkok, Thailand, Kim Dongjeon, CEO of Mom's Touch & Company (right), and Cho Chaechotisak, CEO of Mom's Touch Thailand (left), are conducting the grand opening ceremony. Photo by Mom's Touch

[Asia Economy Reporter Moon Hyewon] Mom's Touch announced on the 21st that it has opened its second store in Thailand on Vibhavadi-Rangsit Road, a newly emerging office district in Bangkok, with a 'chimaek' concept. This is the first time Mom's Touch has opened a chimaek store in an overseas country.

The second store in Thailand was rapidly launched to expand customer contact points, fueled by the enthusiastic local response to the first testbed store that opened last October in a large shopping mall in Bangkok. In particular, to capture young office workers who lead dining trends, the store was opened in a newly emerging large office commercial area in downtown Bangkok.

Located in the 'S Oasis' building, which houses the headquarters of Singha Beer, Thailand's representative beer, the second store in Thailand has 61 seats. It plans to mainly offer 'Korean-style chimaek' featuring chicken menu items such as Ssai Sunsal (spicy boneless chicken), fried tenders, and Ssai Burger, along with Singha draft beer.

Mom's Touch plans to build a differentiated brand image among young Thai office workers based on the Korean Wave food culture in Thailand, a representative Hallyu country, and to open eight additional stores by next year. It also intends to actively utilize the rich influencer network and marketing capabilities of its local partner company to rapidly increase brand awareness.

A Mom's Touch official said, “Thai consumers are greatly influenced by the Korean Wave and are sensitive to trends to the extent that they visit Korean restaurants to eat and share foods featured in Korean dramas. The dining and delivery markets are rapidly growing, and as a hub of the ASEAN region, Thailand has considerable influence on neighboring countries. We will use the Thai market as a stepping stone to enter more countries and expand 'Momsekwon' worldwide.”

This content was produced with the assistance of AI translation services.