Mos Burger: Japanese Fine Burger and Coffee

I will start by sharing some pictures of food provided at Japanese hamburger stores Mos Burger mentioned in Ritzer’s piece.  The shop concept is “Japanese Fine Burger & Coffee”, which I did not really realize written underneath the name of the brand on their name board until recently. Mos Burger was founded in 1972 in Japan.  They adopt the “after order system”, meaning they make burgers only after they take orders from customers so that customers have to wait for a while at the store until they get items or they can eat inside of the restaurant. Since they take issues of food security, health and reliability seriously, they have contracts with domestic local farms and serve “safe” and “organic” vegetables as much as they can.

These are some burgers referred by Ritzer: Teriyaki Chicken Burger with soy sauce and miso (fermented bean paste) and Korean BBQ Rice Burger made of Japanese domestic rice. Rice is pressed into round buns like shapes and two rice cakes sandwich ingredients like Korean BBQ beef, stirred gobo or chicken balls flavored with soy sauce. Surprisingly they hold food pretty well. Korean BBQ is just so popular in Japan that people really don’t really think it ethnic food anymore. It’s almost like tacos in the US and it of course comes with some kind of modifications from the original recipes.

They also serve some hot dogs such as chili dogs and seafood dogs below. Chili dog is actually not bad I think.

They are some desserts served during winter. “Hot puddings” (cheese soufflé and chocolate)  and red bean soup with mochi.  They frequently change menus of burgers as well as desserts depending on seasons. Currently, they serve frozen cube cakes made of black sesame and green tea.

Is this still part of McDonaldization? Or Americanized way of eating adapted locally to Japan? Among some other similar Japanese burger stores, Mos Burgers is one of the most popular and successful ones. Recently they have extended their business to Asian countries aiming to be “Mos of Asia”. They run business in Taiwan, Singapore, Indonesia, Thailand, Korea, China, and Australia (Malaysia one was closed). Can burgers be a representation of Asia and appeal to international markets??

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