Japan’s second-largest fast food franchise, MOS Burger, will open its first store in Ho Chi Minh City later in 2021.
The company plans to set up a joint venture in the country within this year and open 10 outlets in the next three years.
The burger brand is already training young Vietnamese staff to work in Japan before returning home as managers. This is part of the company’s plan to recruit 350 locals in four years for employment in Japan under its new work visa program, beginning with 50 people this year.
According to Nikkei Asia, MOS Chairman Atsuhi Sakurada visited Ho Chi Minh City last year to scope out the market, the business environment and ingredient suppliers. The trip was successful enough to warrant further business ties. “I felt the same passion that Japan used to have,” Sakurada said of the local market.
Vietnam’s fast growing middle class has a growing appetite for international foods and has a soft spot for Japanese products. This presents an opportunity for MOS Burger to attract local consumption, however, the MOS Burger brand is relatively unknown in the market, compared to established ones such as KFC and Lotteria. Hence, brand building and an awareness campaign would help MOS Burger build recognition and a strong following.
(Source: Nikkei Asia)