'Golmokdaejang' Mom's Touch enters Myeongdong in June... "Laying the foundation for overseas expansion"

Early June Myeongdong Direct Store Opening... Expanding Tourist Contact Points
Previously Opened at Namsan Tower and DDP Landmarks

Mom's Touch, celebrating its 20th anniversary this year, is aiming to shed its 'alley restaurant' image by opening stores one after another in landmarks within downtown Seoul, such as Namsan Tower and DDP. In June, it will open a large strategic store in Myeongdong, the 'number one tourist spot.' The strategy is to expand contact points with foreign tourists and lay the groundwork for successful overseas expansion.

Mam's Touch Myeongdong Directly Managed Store Under Construction

According to the distribution industry on the 8th, Mom's Touch & Company will open a directly managed Mom's Touch Myeongdong store in early June. To this end, on December 19 last year, they leased an entire three-story building near Exit 5 of Euljiro 1(il)-ga Station on Subway Line 2. The Myeongdong directly managed store will have about 80 seats in total. The contract period is five years until December 2028. Currently, the building's exterior is painted in yellow, symbolizing Mom's Touch. Mom's Touch is finishing the interior decoration. A Mom's Touch official explained, "The original opening date was scheduled for May 14, but considering the symbolic location and scale of Myeongdong, we decided to extend the preparation period."

Myeongdong, the number one tourist spot, is recently the place with the highest influx of foreign tourists. Although the commercial district was greatly depressed after the COVID-19 pandemic, it has regained its previous vitality as tourists flock from various places. The vacancy rate is close to zero. Since Mom's Touch started in 2004 as a 'small hamburger shop in an alley,' entering Myeongdong inevitably holds special significance. This is also connected to Mom's Touch's focus this year on successful overseas expansion, following last year's record-high sales of 364.4 billion KRW.

Mom's Touch recently opened a directly managed store in Tokyo, Japan, and has signed master franchise (MF) contracts in Indonesia, Malaysia, Cambodia, Laos, and Kazakhstan, actively entering local markets. Laos and Cambodia are expected to complete MF contracts this month and open their first stores within the third quarter. Mom's Touch views the experiences of tourists who have tried Mom's Touch in Korea as assets for local success and aims to establish itself as a 'burger brand you must try in Korea' through landmark store openings.

To this end, in addition to Myeongdong, Mom's Touch has already opened directly managed stores in landmarks bustling with tourists in the city center. In March, stores were opened near Namsan Seoul Tower, where visitors can enjoy panoramic city views, and near DDP, which houses K-POP artist exhibition halls. In April, a strategic store was opened in Haeundae, which attracts 9 million visitors annually. A Mom's Touch official said, "Our goal is to steadily increase strategic stores in 'tourist landmarks' frequently visited by overseas travelers, including Myeongdong, and establish Mom's Touch as a 'burger brand you must visit in Korea.' We expect these strategic stores to generate great synergy not only for domestic growth but also for overseas market expansion."

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