Mongolia's 'Mamsegwon' Expands... Mom's Touch Opens 4th Branch in Ulaanbaatar

Large Store with 100 Seats... Attracting 2030 and Families
"Plan to Open 10th Branch in Mongolia by Year-End"

Mom's Touch, a native burger and chicken brand, announced on the 25th that it will actively target the local market by opening its large-scale 4th store in Ulaanbaatar, the capital of Mongolia.

Mom's Touch Mongolia 4th store is located in a key commercial area in Ulaanbaatar, where residential areas and commercial facilities are combined, attracting a large floating population. The store is 155㎡ (about 50 pyeong) in size with approximately 100 seats, significantly larger and offering expanded services compared to the existing standard stores. As a premium store with a spacious and comfortable space, the strategy is to attract Mongolia's young generation in their 20s and 30s and family consumers, who have recently shown increased interest in K-food.

The interior of the store is designed to suit Mongolia's dining culture, where family customers are many and in-store dining is preferred over delivery or takeout. It features a wide and comfortable dining space and a cozy white-tone interior to allow customers to enjoy their meals comfortably for a long time. The signature menu items are the ‘Ssaiburger’ and ‘Fried Chicken.’ Unlike global competing brands operating in Mongolia, Mom's Touch uses fresh refrigerated meat produced locally to deliver differentiated taste and quality.

Mom's Touch plans to open its 10th store by the end of the year to expand local customer touchpoints and gain an advantage in the Mongolian market, which has recently become a battleground for global burger brands.

A Mom's Touch representative said, "Following the opening of Mom's Touch Mongolia 1st store last September, local Mom's Touch stores have received positive responses from Mongolians. This time, we opened a premium store with a different atmosphere from existing stores,” adding, “We expect the premium store to provide a unique brand experience exclusive to Mom's Touch and establish the brand as more beloved by Mongolian consumers."

Meanwhile, Mom's Touch is increasing its overseas stores mainly in Asian regions with high understanding and interest in K-food. This year, it plans to officially enter the Japanese market, where it confirmed success potential through operating a pop-up store in the second half of last year. In mid-April, it will open a directly managed store called 'Shibuya Mom's Touch' in Shibuya, Tokyo, to directly meet Japanese consumers, convey the brand philosophy, and seek partners to grow the brand together in the long term.

Additionally, Mom's Touch operates six stores in various commercial areas such as large shopping malls and office-dense districts in Bangkok, Thailand, where the influence of Hallyu is strong, expanding its recognition and influence. Furthermore, it plans to expand the ‘Global Mom's Zone’ to regions with large young populations such as Laos, Cambodia, Indonesia, and Malaysia.

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