Mom's Touch, known for its crispy fried chicken and chicken burgers, is returning to Singapore following a closure of its local outlets in 2022. Fans spotted a new billboard with K-pop ambassadors Le Sserafim in Chinatown, signaling the brand's exciting re-entry.
- Mom's Touch was previously closed in 2022 in Singapore
- K-pop group Le Sserafim stars in new marketing campaigns
- More details expected in the coming weeks
What happened
Mom's Touch, a beloved South Korean fast food brand specializing in fried chicken and chicken burgers, is making a notable return to Singapore. The chain originally operated outlets here through No Signboard Holdings' subsidiary Hawker QSR, but all locations closed by February 2022. Recently, a hoarding appeared in Chinatown featuring the K-pop girl group Le Sserafim, which has sparked excitement about the brand's revival.
The billboard includes the five members of Le Sserafim—Chaewon, Sakura, Yunjin, Kazuha, and Eunchae—each showcasing Mom’s Touch’s signature menu items alongside the tagline 'Something fearless is coming to Singapore.' This vibrant marketing approach heralds the brand’s upcoming re-entry into the local market, with further announcements expected soon.
Why it feels good
Mom’s Touch is widely adored for its crispy chicken and flavorful burgers, a combination that has earned it a dedicated following internationally. Its return promises to bring back comfort food favorites that many Singaporeans enjoyed before the closures. The association with Le Sserafim, a popular K-pop group, adds a fresh, youthful energy that taps into the region’s enthusiasm for Korean pop culture.
Moreover, this comeback speaks to a broader trend of South Korean brands expanding and reconnecting with passionate fans in Singapore. The emphasis on bold flavors and vibrant marketing creates a positive buzz for food lovers eager to welcome familiar tastes with an exciting new twist, making it a cheerful development in the local dining scene.
What to enjoy or watch next
As the brand prepares for its relaunch, fans can look forward to announcements about new store locations and promotions in the near future. The presence of Le Sserafim not only helps boost the chain's visibility but coincides with the group’s upcoming world tour stop in Singapore on November 28. Concert details are expected to be released by the end of July, creating a unique synergy between music and food culture.
For now, curious food enthusiasts and K-pop fans alike will be watching for the official reveal of Mom's Touch’s reopening plans and menu offerings. This enthusiastic return promises an enjoyable blend of Korean culinary flavors and entertainment, making it well worth the anticipation.