On March 12, 2026, the scent of something new wafted into burger and chicken shops across South Korea. The homegrown quick-service restaurant giant, Mom’s Touch, known for its crispy chicken and signature burgers, officially launched the much-anticipated 'Chef Hoo Deokjuk Collection' nationwide. This collaboration, with legendary Chinese cuisine master chef Hoo Deokjuk—famed for his decades-long career and recent appearance on Netflix's 'Black and White Chef' Season 2—marks another bold step in the brand’s ongoing effort to reimagine fast food as a canvas for gourmet innovation.
The new collection, available at all Mom’s Touch locations, features three inventive menu items: two burgers and one chicken dish. Each is infused with Chef Hoo’s signature sauces and culinary philosophy, layered atop Mom’s Touch’s beloved bestsellers like the 'Big Ssae Boneless' and the 'Ssaiburger.' The result? A dining experience that, as the company puts it, brings the complexity and depth of fine Chinese cuisine to the fast-paced world of quick-service restaurants.
So, what’s actually on the menu? The flagship dish, 'Hoo Deokjuk Big Ssae Boneless,' is a premium Chinese-style chicken crafted from 100% chicken thigh meat. What sets it apart is Chef Hoo’s secret 'Eo-hyang' sauce—a masterful blend of spicy, sour, and sweet notes—generously coating the crispy chicken. According to Youth Daily, this sauce isn’t just a one-trick pony: diners can also enjoy it on Mom’s Touch’s 'Wow Boneless' chicken and bone-in chicken options, catering to a variety of tastes. Chopped celery, bell pepper, and wood ear mushrooms are tossed in for a true Chinese flair, adding both aroma and textural contrast.
Next up is the 'Hoo Deokjuk Whole Shrimp Burger,' a playful reinterpretation of the classic Chinese cream shrimp dish. Here, a patty made from whole shrimp is topped with a lemon-accented cream sauce, creating a burger that’s both silky and refreshing. The citrusy zing cuts through the richness, making for a bite that’s anything but ordinary. This isn’t your typical burger—think of it as a cross-cultural handshake between East Asian seafood classics and American comfort food, all tucked into a soft bun.
The collection rounds out with the 'Hoo Deokjuk Ssaiburger,' an upgrade to the brand’s iconic chicken sandwich. This version features a juicy chicken thigh patty draped in a spicy-sweet Chinese-style chili sauce, combining the heat of chili oil, the subtle sweetness of tomato, and the umami punch of fermented broad bean paste. Instead of the usual pickles, Chef Hoo swaps in crunchy 'gungchae' (celery lettuce), which lends a distinctive texture and a nod to Chinese vegetable traditions. As Yonhap News reports, it’s a little kick that makes a big difference.
But the culinary creativity isn’t limited to the kitchen. To celebrate the launch, Mom’s Touch is rolling out a special promotional event through March 21, 2026. Customers who use the brand’s official app can snag coupons for free set upgrades on the two burger options, as well as a ₩5,000 discount on the 'Hoo Deokjuk Big Ssae Boneless Pepsi Zero Combo.' Each registered ID can claim two coupons for each offer, making it an enticing deal for both regulars and curious newcomers. According to News Tap, the promotion is designed to let more people sample the new flavors without breaking the bank.
Behind the scenes, Mom’s Touch is taking a franchise-friendly approach to these chef collaborations. The company is covering all associated costs, including advertising model fees, commercial production, intellectual property contracts, and recipe development. This means franchisees can focus on serving customers and running their stores, without worrying about the financial burden of rolling out a high-profile new menu. As noted by Youth Daily, this support is part of a broader strategy to help franchise partners thrive while keeping the brand fresh and competitive.
The 'Chef Collection' project isn’t a one-off stunt, either. Last year, Mom’s Touch teamed up with chef Edward Lee, and the company plans to continue these creative partnerships. An upcoming collaboration with creator Kim Poong is already slated for April 2026, promising more innovative menu items in the near future. The aim, as stated by company representatives across multiple outlets, is to offer customers “a differentiated menu experience” and to establish Mom’s Touch as a sustainable platform for chef-driven fast food.
“This 'Hoo Deokjuk Chef Collection' elevates burgers and chicken to the level of fine dishes, thanks to the delicate details and premium ingredients of a master Chinese chef,” a Mom’s Touch spokesperson told Startup Today. “With the chef’s heightened profile from recent broadcasts, we expect to offer a new gourmet experience to a broad customer base, from middle-aged diners to the MZ generation.” That’s a wide net, but one that seems plausible given the menu’s blend of nostalgia, novelty, and culinary craftsmanship.
Indeed, the partnership with Chef Hoo Deokjuk is more than just a marketing move. With 58 years of experience in Chinese cuisine, Hoo is celebrated for his meticulous ingredient selection and his knack for layering flavors—elements now woven into fast-food staples that, until recently, might have seemed worlds apart from high-end Chinese dining. As Yonhap News points out, Hoo’s recent television appearances have only amplified his reputation, making this collaboration a timely and strategic choice for Mom’s Touch.
Industry watchers note that chef collaborations are becoming increasingly common in Korea’s competitive dining sector, as brands seek to stand out in a crowded market. By bringing together the speed and accessibility of fast food with the sophistication of chef-driven recipes, Mom’s Touch is betting that today’s consumers want more than just convenience—they want excitement and authenticity, too.
It’s also worth noting that the 'Chef Collection' model is designed with sustainability in mind. By absorbing all collaboration-related expenses, Mom’s Touch ensures that franchisees aren’t saddled with extra costs, which can be a significant barrier in the franchise world. The company’s commitment to expanding these collaborations suggests a long-term vision for innovation that benefits both customers and business partners.
As the 'Hoo Deokjuk Chef Collection' hits the shelves, the response from diners will ultimately determine its success. Will the fusion of Chinese culinary artistry and fast-food classics win over the masses? With its bold flavors, inventive textures, and chef-driven pedigree, this collection certainly gives foodies plenty to chew on—literally and figuratively. And with more collaborations on the horizon, Mom’s Touch seems poised to keep shaking up the fast-food scene, one chef at a time.
For now, the sizzle of wok-inspired sauces and the crunch of premium chicken are drawing curious eaters of all ages, eager to taste what happens when tradition meets innovation on a sesame seed bun.