Mom's Touch Opens Second Company-Owned Store in Harajuku, Tokyo

Harajuku: A Hub for Fashion and Tourism
Targeting Gen Z, the Brand's Core Demographic
Ten Stores Planned to Open by Year-End

Mom's Touch announced on September 30 that it will open its second store in Harajuku, Tokyo, Japan.

The "Mom's Touch Solado Harajuku Branch" (hereafter referred to as the Harajuku Branch), located on Takeshita Street, the busiest area in Harajuku, is a large-scale store with a floor area of approximately 396 square meters and 140 seats. It boasts excellent accessibility to major subway stations such as Harajuku Station and Meiji-Jingumae Station, and is situated at the heart of local Millennials & Gen Z culture as well as a year-round hotspot for international tourists, thanks to its proximity to Takeshita Street, Ura-Harajuku, and Meiji Shrine-key centers for fashion trends and tourism.

Mom's Touch has positioned the Harajuku Branch as a core location to drive its expansion in Japan, building on the success of its Shibuya Branch. While the Shibuya Branch has attracted demand from office workers and tourists in a major business and commercial district, the Harajuku Branch is expected to maximize engagement with both international tourists and the brand’s primary target, local Millennials & Gen Z.

Exterior of Mom's Touch Solado Harajuku Branch. Mom's Touch

In particular, the store will enhance its "eatertainment" (eat + entertainment) strategy by offering features that appeal to Millennials & Gen Z, such as an AI photo booth, smartphone case vending machine, Gacha (capsule toy) machines, and a photo zone featuring K-pop girl group Le Sserafim, who serve as brand ambassadors. Through these fun and experiential elements, the company aims to provide a delicious and enjoyable dining experience, thereby increasing brand awareness and encouraging repeat visits.

To commemorate the opening of the Harajuku Branch, Mom's Touch will launch a limited-time "Sakusaku Set," which includes a Cheese Thigh Burger Set and two pieces of Hot Cheese Big Thigh Boneless Chicken. On opening day, the first customer will receive a year’s supply of Thigh Burgers (365 burgers). These marketing initiatives are designed to attract the attention of local customers. The company also plans to strengthen its role as a marketing platform that brings together diverse cultures and businesses through ongoing collaborations with both domestic and Japanese corporate brands.

Mom's Touch is pursuing a "hybrid" expansion strategy in Japan, aiming to broaden consumer brand experience and recognition through "commercial zone" stores in key districts like Shibuya and Harajuku, while also increasing accessibility through "residential zone" stores in areas with dense housing and schools. In addition to the existing Shibuya and Harajuku branches and confirmed new locations in Shimokitazawa, Chigasaki, and Akitsu, the company is considering opening stores in new areas such as Shinjuku, Shin-Okubo, and Kawaguchi. By operating a total of 10 stores by the end of the year, Mom's Touch aims to establish a long-term business foundation in the Japanese market.

A Mom's Touch representative stated, "If the Shibuya Branch, which opened last year, proved our overall brand competitiveness in Japan in terms of price, quality, and store operations, then the Harajuku Branch will serve as a strategic hub directly targeting our core demographic-local Millennials & Gen Z. Since the opening of the Shibuya Branch, we have secured our competitiveness by identifying residential store locations and standardizing franchise opening manuals, and we will accelerate our business expansion in Japan moving forward."

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