On March 19, 2025, the popular burger chain Mos Burger launched a new product inspired by the Shimane Prefecture, officially named 'Mazeru Shake Izumo Matcha'. This shake, which combines a rich vanilla-flavored base with a generous layer of matcha sauce, is set to be available at approximately 1,300 Mos Burger locations nationwide as a standard menu offering.
The creation of the 'Mazeru Shake Izumo Matcha' took an impressive four years, a timeline demonstrating the dedication and careful planning that went into its development. Part of the allure of using Izumo’s matcha comes from its rich cultural significance. Renowned for its high quality, the matcha is sourced from Momosatoen, a company that handles everything from the cultivation of tea leaves to the final product distribution. This attention to quality is a hallmark of Mos Burger, which has always prioritized using only the best ingredients.
As TBS reporter Ryo Doie noted in his coverage of the launch, this shake is particularly striking in taste and texture: “It’s rich! It feels like drinking freshly brewed tea.” It is described as an “adult drink” that promises a more sophisticated flavor profile compared to traditional fast-food shakes. Official commentary from Mos Burger’s product development department, provided by Rieko Koho, stressed the importance of Izumo as a choice not just for its flavor, but also its appealing association with themes of connection and romance, a key selling point considering the cultural ties to the area.
Koho explained, “The primary deciding factor was how delicious Izumo's matcha is, and also how the name ‘Izumo’ resonates well with themes of connection, making it appealing to a female audience.” This strategic marketing choice could assist in boosting customer interest, particularly among women, as Mos Burger aims to align its offerings with evolving consumer preferences.
In addition to introducing the new shake, Mos Burger also announced that it would increase prices on nearly half of its menu items by 10 to 30 yen starting on the same day. This decision reflects broader trends in the fast-food industry, where many chains are facing increased costs related to ingredients and production. Despite these challenges, Mos Burger is committed to delivering value that justifies the price adjustments.
Koho urged customers to enjoy the extravagant flavors of the new matcha shake, particularly during the cherry blossom season when it could serve as an ideal accompaniment for outings or picnics under the blooming trees. The infusion of an increased amount of matcha in this shake compared to earlier versions underscores Mos Burger’s push for delivering high-quality products that meet consumer expectations for more authentic flavors.
Furthermore, as interest in matcha grows globally, Mos Burger views the promotion of Izumo matcha as a means to attract international tourists, emphasizing the unique qualities of this regional product. There is a strong opportunity here to not only cater to local customers but also to engage the influx of inbound visitors who are increasingly keen on experiencing local flavors and delicacies.
Overall, the launch of ‘Mazeru Shake Izumo Matcha’ represents not just an upgrade to Mos Burger’s lineup, but a broader strategy to enhance its market positioning by celebrating regional products and flavors while also adapting to the current economic landscape. The shake is expected to resonate well with customers looking for premium tastes that are both culturally rich and top-quality.
