How We PR’d Hanbaagaasuuteeki’s Yuzu Matcha Chicken Burger

For Hanbaagaasuuteeki, the launch of the Yuzu Matcha Chicken Bāgā was more than a new menu item - it was a timely PR opportunity to tap into the global matcha conversation dominating food and culture.

Our approach centred on cultural relevance over product push, positioning the burger as a savoury expression of the matcha movement rather than a novelty launch. By framing the story around Japanese flavour innovation, balance and harmony, we connected Hanbaagaasuuteeki to a wider trend already resonating across London’s dining scene.

We led with trend-led messaging, founder insight and strong visual storytelling, ensuring the launch was primed for lifestyle, food and social-first coverage. The limited-edition angle created urgency, while the brand’s affordable luxury philosophy anchored the narrative in credibility rather than hype.

The result: a menu launch that landed as a talkable PR moment, reinforcing Hanbaagaasuuteeki’s position as one of London’s most culturally relevant, chef-driven burger brands.

Need PR and influencer marketing? Contact: Kara.Buffrey@chomp.global