On March 12, 2026, burger and chicken brand Mom’s Touch (맘스터치) made a bold move in Korea’s fast food landscape, officially launching its much-anticipated ‘Chef Hu Deokjuk Collection’ nationwide. Developed in collaboration with renowned Chinese cuisine master chef Hu Deokjuk, the new menu rollout marks the latest chapter in the brand’s ongoing quest to elevate its offerings and reach a broader range of customers.
According to Mega Economy, the collection features three new items: two burgers and one chicken dish, each infused with chef Hu’s signature sauces and culinary philosophy. By weaving together traditional Chinese flavors and Mom’s Touch’s popular menu staples like the ‘Big Thigh Boneless’ (빅싸이순살) and ‘Thigh Burger’ (싸이버거), the brand hopes to deliver an experience that’s both familiar and refreshingly novel.
So, what’s actually on the menu? The centerpiece is the ‘Hu Deokjuk Big Thigh Boneless’—a boneless chicken dish crafted from 100% chicken thigh meat, topped with a spicy, sour, and sweet ‘Eoyang Sauce’ (어향소스). This special sauce, a closely guarded secret of chef Hu, is complemented by crunchy celery, bell peppers, and wood ear mushrooms, resulting in a dish that’s as much about texture as it is about taste. The sauce isn’t limited to this one item; diners can also choose to add it to the ‘Wow Boneless’ (a breast meat variant) and even the bone-in chicken options, providing a customizable twist for fans of Chinese flavors.
Next up is the ‘Hu Deokjuk Whole Shrimp Burger’, a creative reinterpretation of the classic Chinese ‘cream shrimp’ dish. Here, a whole shrimp patty is paired with a lemon-accented cream sauce, offering a zesty, refreshing profile that stands out among typical fast food fare. Rounding out the trio is the ‘Hu Deokjuk Thigh Burger’, which takes Mom’s Touch’s signature burger and dials up the excitement with a Chinese-style chili sauce. This sauce blends the heat of chili oil, the sweetness of tomato, and the umami punch of doubanjiang, while crunchy gongchae (궁채) replaces pickles for an unexpected, satisfying bite.
Shin-A Ilbo reports that the collaboration draws on chef Hu’s 58 years of culinary expertise, with his meticulous ingredient selection and distinctive ‘kick’ elevating these menu items to a level rarely seen in the quick service restaurant (QSR) sector. “The ‘Chef Hu Deokjuk Collection’ brings the delicate details of authentic Chinese cuisine and premium ingredients to burgers and chicken, raising them to the level of fine dishes,” a Mom’s Touch spokesperson said. “We aim to provide a new gourmet experience to a wider customer base, from middle-aged patrons to the MZ generation.”
To celebrate the launch, Mom’s Touch is pulling out all the stops with a range of app-based promotions running through March 21, 2026. As detailed by multiple outlets, customers using the brand’s application can snag free set upgrade coupons for the two burgers and a 5,000 KRW discount coupon for the ‘Hu Deokjuk Big Thigh Boneless’ Pepsi Zero combo—two of each per user. The company is keen to emphasize that all costs tied to this collaboration, including advertising model fees, production, broadcasting, intellectual property contracts, and recipe development, are being covered entirely by the head office. This approach, as Mega Economy notes, is designed to allow franchisees to focus squarely on selling the new menu and running their stores, without having to worry about the financial burden of the rollout.
But Mom’s Touch isn’t stopping here. The brand has signaled its intention to continue expanding the ‘Chef Collection’ line, leveraging chef collaborations to further enhance customer experiences and boost franchise sales. Last year, the company kicked off the initiative with its first chef partnership alongside Edward Lee, and it appears the momentum is only building. “We plan to continuously expand the ‘Chef Collection’ based on chef collaborations, broadening the customer experience and contributing to increased franchise revenue,” a company representative explained.
The timing of this launch is no accident. As GPKorea points out, the Korean food and dining industry is currently in the midst of a creative surge, with brands racing to introduce new menu items and adjust prices to better engage consumers. Mom’s Touch’s high-profile partnership is just one example of how companies are striving to differentiate themselves in a crowded market. Meanwhile, competitors are also making moves: Norang Tongdak (노랑통닭) recently expanded its ‘Udo Peanut Chicken’ nationwide after successful regional trials and recipe tweaks, and Samyang Foods (삼양식품) announced a significant price cut—an average 14.6% reduction—for its ‘Samyang Ramen Original’ products starting April 1, 2026, in an effort to ease the burden of rising living costs on consumers.
These developments reflect a broader trend of brands seeking to connect with customers through innovation, value, and a touch of culinary artistry. For Mom’s Touch, teaming up with chef Hu Deokjuk isn’t just about adding a few new items to the menu—it’s about redefining what fast food can be, bringing restaurant-quality flavors and premium ingredients to the masses at accessible prices. The company’s willingness to shoulder the costs of such collaborations speaks to a long-term strategy focused on franchisee support and customer satisfaction.
From a business perspective, the move is both a response to and a driver of evolving consumer expectations. In an era where diners are increasingly adventurous and value-conscious, brands that can offer something genuinely different—whether through chef-driven menus, innovative flavors, or savvy promotions—are likely to stand out. As the ‘Chef Hu Deokjuk Collection’ rolls out across Korea, it will be worth watching how customers respond and whether this marks the beginning of a new wave of gourmet-inspired fast food offerings in the region.
For now, one thing is clear: Mom’s Touch is betting big on the power of collaboration and culinary creativity. By bringing together the expertise of a master chef and the reach of a beloved fast food chain, the brand is serving up more than just burgers and chicken—it’s delivering a fresh take on what quick service dining can achieve.