Korean fast food chain Mom's Touch returning to Singapore, banner with K-pop group Le Sserafim seen at Chinatown
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- Mom's Touch is set to return to Singapore after a four-year absence; the chain specialises in fried chicken and chicken burgers and operates over 1,000 stores in South Korea.
- The chain previously operated in Singapore via No Signboard Holdings' subsidiary Hawker QSR, which closed its remaining outlets at The Centrepoint, Paya Lebar Quarter, and Eastwood Centre in February 2022.
- News of the comeback surfaced after a hoarding featuring K-pop group Le Sserafim was spotted at Chinatown by an X user; the quintet currently serves as Mom's Touch's brand ambassadors.
- The hoarding features all five Le Sserafim members — Chaewon, Sakura, Yunjin, Kazuha, and Eunchae — each holding a Mom's Touch food item, under the tagline "Something fearless is coming to Singapore," a play on the group's motto.
- CNA Lifestyle understands that more information about the Singapore launch will be revealed in the coming weeks.
- Le Sserafim will return to Singapore on Nov 28 as part of its Pureflow world tour, with organisers telling CNA Lifestyle that venue and ticket details will be disclosed by the end of July.
Why it matters: Mom's Touch is rebuilding in Singapore without yet naming a local operator, leaving open whether Hawker QSR or a new partner runs the relaunched outlets — a high-stakes gap given Hawker's earlier failure left three mall locations shuttered. The pairing with Le Sserafim, whose Nov 28 concert falls within the same promotional window, turns the K-pop group's fanbase into a built-in launch audience for a chain that previously could not sustain three stores.
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