South Korean fast-food brand Mom’s Touch signed a master franchise agreement with Shin-Line Group to open more than 50 restaurants across Kazakhstan over the next decade. The chain plans to launch its first flagship restaurant in the country before the end of 2026.
The partnership gives Mom’s Touch exclusive development rights in Kazakhstan and includes territorial rights to expand into neighboring Kyrgyzstan. Shin-Line Group will oversee local real estate selection, operations and distribution across both Central Asian territories.
Central Asian Franchise Structure
Seoul-based Mom’s Touch, established in 1997, built its domestic business on made-to-order fried chicken and its core Thigh Burger sandwich. The master franchise framework shifts development risk and store capital expenditure directly onto Shin-Line Group, letting the Korean franchisor draw recurring royalty streams without funding store buildouts directly.
Central Asia has emerged as an active proving ground for international fast-food chains seeking territory outside crowded East Asian capitals. For food and beverage operators in the region, teaming up with Shin-Line provides an existing logistics foundation in frozen foods and distribution that solves supply chain friction for quick-service poultry and bakery supplies.
Supply Lines and Regional Risk
Entering Kazakhstan requires managing long cold chains and securing quality poultry that matches parent company specifications. Franchisors taking this route depend entirely on the balance sheet and execution speed of their master franchisee, especially when consumer spending fluctuates against local currency pressures.
Rival Korean food brands have focused primarily on Southeast Asia and North America to scale their offshore footprints. Taking a chicken concept into Central Asia tests whether Korean casual dining menus can secure repeat traffic against incumbent American burger giants already operating in major Kazakh hubs.
Ten-Year Development Horizon
The Korean quick-service brand spent recent years consolidating its domestic market presence before accelerating international franchise deals. Moving through local master partners has become its default model for international expansion, minimizing balance-sheet liabilities while testing brand appetite in emerging consumer markets.
Attention turns to the exact launch date and location of the initial flagship store scheduled before the close of 2026. The pace of the subsequent rollout toward the 50-unit target will determine when Shin-Line exercises its development rights across the border in Kyrgyzstan.
