HONG KONG – MOS Burger, the Japanese-style fast-food chain, has announced the rollout of a significantly enhanced Tamagoyaki Eel Rice Burger to commemorate the Lunar New Year, beginning on January 28, 2026. This limited-time offering, priced at $39, is complemented by a trio of promotional activities designed to engage customers and offer digital rewards, aligning traditional Japanese flavors with the festive spirit of the holiday season, which symbolizes good fortune and prosperity for the coming Year of the Horse.
Celebrating Prosperity with Culinary Innovation
The new Tamagoyaki Eel Rice Burger builds upon MOS Burger’s signature rice patty format, infusing it with layers of flavor and symbolism critical to the New Year. In Japanese, the concept “Unagi Nobori” (鰻登り)—represented by the eel rising—is often associated with soaring success and upward mobility in fortune, perfectly capturing the auspicious themes of the Spring Festival. Furthermore, the inclusion of eel, or unagi, echoes the Chinese idiom “Nian Nian You Yu,” signifying “surplus every year.”
The culinary upgrade introduces a thick, freshly prepared tamagoyaki (Japanese omelet) and crisp lettuce to the classic composition. The star component—traditional kabayaki eel—is meticulously grilled until tender and infused with a sweet, savory soy-based tare sauce. The soft sweetness of the tamagoyaki provides a comforting contrast, while the fresh lettuce cuts through the richness of the eel, ensuring the burger remains balanced and texturally engaging. This specialty item is available across all MOS Burger, MOS Café, and MOS Burger Express locations nationwide, though customers are advised to act quickly as quantities are limited.
Lunar New Year Promotions Offer Digital Rewards
To further celebrate the season, MOS Burger has implemented three phased promotional campaigns, rewarding customer loyalty and participation throughout the Lunar New Year period.
1. Ema Wish Submission Campaign: Between January 21 and February 8, customers are invited to submit their New Year wishes online via a dedicated Google Form, mirroring the Japanese tradition of writing prayers on ema wooden plaques. MOS Burger will select the 50 most heartfelt or creative wishes, which will then be displayed on in-store screens from February 10 to February 22. These 50 winners will receive a substantial $100 APP e-coupon. All participants in the wish submission activity will receive a $5 APP e-coupon.
2. Redemption of Festive Red Packets: Starting February 4, customers who purchase the Tamagoyaki Eel Rice Burger or the Cream Potato Soup will receive a complimentary set of limited-edition Lunar New Year lai see (red packet) envelopes.
3. Digital Fai Chun Scavenger Hunt: From the first day of the Lunar New Year (February 17) through the third day (February 19), a third campaign will encourage in-store engagement. By scanning digital fai chun (spring couplets) displayed in restaurants, customers can redeem various APP e-coupons. Potential prizes include $5 off a Fish Burger, $5 off a Teriyaki Chicken Burger, or a free order of small Thick Cut Fries.
Expansion Continues with New Scramble Hill Outlet
Amidst the festive promotions, MOS Burger continues its expansion strategy in Hong Kong, notably through the opening of a new branch on January 20, 2026, within Scramble Hill in Kwun Tong’s Charm Ming Street. The new location aims to provide a relaxed and comfortable dining environment, offering area residents and local office workers an additional, convenient culinary option that blends Japanese fast-casual efficiency with regional community focus.
The convergence of auspicious new products, generous digital rewards, and continued expansion solidifies MOS Burger’s commitment to integrating globally popular fast-casual concepts with culturally significant local festivities. Customers are encouraged to verify current pricing and offer terms directly with the platform or restaurant, as details are subject to change and stock is limited.