Hamburger Created by Edward Lee, Tasted at Mom's Touch for the New Year

In the New Year, Mom's Touch will offer hamburgers created by star chef Edward Lee.

Mom's Touch announced on the 30th that it plans to sequentially launch collaboration menu items starting from the first quarter of next year, partnering with Chef Edward Lee, who gained attention on the Netflix original variety show "The Chef Showdown: Culinary Class War."

Chef Edward Lee. Mom's Touch

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Chef Edward Lee said, "I have always wanted to share the flavors of my favorite burgers and chicken with the many fans in Korea, and I am delighted to present them to Korean consumers through this collaboration with Mom's Touch." He added, "I was attracted to Mom's Touch's unique character, such as the Cyburger, which uses very large and thick patties. The menu I developed this time contains the signature recipes from the dishes sold at my restaurant in the United States. I hope many people in Korea will enjoy it."

Edward Lee is the runner-up of the recently popular "The Chef Showdown" and was selected as the White House state dinner chef during last year's Korea-US summit. A second-generation Korean-American, he started working in restaurants doing dishwashing after graduating from college in New York over 30 years ago. He built his unique culinary identity by combining Korean and Western cuisines with innovative recipes, rising to become a top chef.

Mom's Touch decided to proceed with this collaboration because Edward Lee's story aligns with the company's image as a native latecomer in the burger industry, once dominated by global brands, who has risen as a leading K-burger brand through distinctive menu competitiveness such as the Cyburger.

Through this collaboration, Mom's Touch plans to incorporate Edward Lee's uniquely creative and authentic recipes into signature menu items like the Cyburger, offering domestic consumers a differentiated dining experience and fresh excitement that cannot be found in existing QSR (Quick Service Restaurant) options.

A representative from Mom's Touch said, "We prepared this project so that anyone can enjoy Edward Lee's recipe burgers, made by the hottest star chef currently operating only in the United States, at over 1,400 stores nationwide." They added, "All collaboration-related costs, including recipes and model contracts, are fully covered by the franchise headquarters to increase the actual profits of franchise stores. We will continue to provide special dining experiences through various chef collaborations and strive to boost franchise sales."

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