 | | Chef-creator Kim Poong walked the media through the menu at the \"Kim Poong Yamae Collection\" tasting at Mom's Touch R&D Center in Jung-gu, Seoul on the 31st. / Lee Chang-yeon |
|
I want people to enjoy eating — not just fill their stomachs.
At a new-menu launch at Mom's Touch R&D Center in Seoul's Jung-gu on the 31st, chef-creator Kim Poong said he hopes diners find fun in their meals, not merely satisfy hunger. Mom's Touch unveiled the Kim Poong Yamae Collection as the third installment in its Chef Collection series. Choosing Kim—known for his inventive, offbeat style rather than traditional chef credentials—was a bold move for the brand.
Kim Eun-young, group head at Mom's Touch & Company, said that eating as an experience and sharing that experience have become wider consumer trends. She added that Kim Poong's boundary-crossing imagination lines up well with the brand's direction. The company aims to draw in younger diners who prioritize memorable experiences, as well as retain its existing customers.
For this collaboration, Kim did more than hand over recipes—he was hands-on in development. Over roughly two months he commuted to the R&D center, fine-tuning the dishes through repeated trial and error. \"Being on-site let me really sync with the brand,\" he said. He added that his main focus was making dishes that feel authentically his.
 | | Mom's Touch showed off the Magic Poong Ssy Burger (left) and the Magic Poong Beef Burger. / Lee Chang-yeon |
|
Launching April 7, the new lineup includes four items spanning burgers, chicken and pizza. The collection leans into unexpected ingredient pairings and concepts you rarely see at mainstream chains, turning each menu item into a branded experience. The pizza inspired by Korean flavors stands out as a clear departure from the usual fast-food playbook.
The project was also designed to ease franchisees' operational load. The head office is covering all development and marketing costs, and cooking procedures were standardized so quality stays consistent across stores. That way, franchisees can concentrate on selling without needing extra investment.
\"With around 1,500 outlets, eliminating taste differences between locations was our biggest challenge,\" Kim Eun-young said. To minimize franchisees' prep burden, the company kept existing processes where possible and created precise, step-by-step manuals for sauce ratios and other critical steps, she added.
 | | Mom's Touch unveiled the Magic Poong Big Ssi Boneless (left) and the Magic Poong Pizza. / Lee Chang-yeon |
|
Mom's Touch's Chef Collection has already produced strong results. The earlier Edward Lee burger sold more than 6 million units, and the Hudeokjuk Collection hit 1 million in a short period. The company says it plans to make this menu a lasting part of its offerings rather than a one-off promotion.
Industry observers say Mom's Touch is doubling down on chef collaborations to expand the brand experience beyond simple menu launches. By leaning on distinctive concepts and shareable content, the company is aiming to sharpen its competitive edge in the dining market.
 | | The four items in Mom's Touch's Kim Poong Yamae Collection, scheduled for release on April 7. / Lee Chang-yeon |
|
