Mom’s Touch, a South Korean fast-food chain, is set to make its entry into Mongolia via a master franchise agreement with local partner Foodville Farm. Mom’s Touch plans to open more than six stores in Mongolia with Foodville Farm by the end of the year. They plan to open their first location in Mongolia in the first half of the year and offer their flagship menu items, such as the Thigh Burger and Yangnyeom Chicken.

Foodville Farm in Mongolia was established by franchise operator Monbakery to operate Mom’s Touch. The company operates the Korean coffee franchise Caffe Bene and bakery chain Tous les Jours in the Asian country. Foodville Farm is established by Ariunbat Dashzeveg, who also runs a poultry farm and will be able to provide a stable supply of chicken to Mom’s Touch Mongolian stores.

The Korean chicken burger franchise said it has decided to enter Mongolia due to the country’s rapid economic growth of more than 5% a year, a relatively young population, over 60% of the population is under the age of 35 and has a good acceptance of foreign cultures, and a growing interest among Mongolians in Korean food, and products from K-pop and the broader Korean Wave.

The company noted that there is a rising demand for South Korean goods, given the increasing popularity of K-wave content in the market.

GS25, a South Korean convenience store chain, entered Mongolia in 2021 and rapidly expanded, achieving its 100th store in the country within a year. The company is targeting to operate over 500 locations in Mongolia by 2025.