In a move that somewhat mirrors what Toyota Motor Philippines President Atsuhiro “Hiro” Okamoto did last week, the president of MOS Burger Philippines, Araki Masahide rode a Toyota Vios to celebrate the opening of their first store in the Philippines.

Eschewing fancy cars for his motorcade, Masahide rode in a Vios 1.5 G+ variant decked out in MOS Burger livery from their office to their first store in Robinsons Galleria (near the ADB Avenue entrance).

Explaining this move, Masahide said, “This is a partnership between two brands that deeply values quality and service. Filipinos have already made Toyota a part of their lives; it’s a brand that they interact with on a daily basis. We are also looking forward to be a part of the Filipinos’ lives as we bring Japan’s best burgers here.”

Along with Araki, MOS Burger Philippines CEO Hubert U. Young, MOS Burger Philippines Vice President Tateishi Hiroshi, and MOS Food Services Chairman Atsushi Sakurada all arrived in several Vios cars.


“We welcome MOS Burger to the Philippines and join them in their endeavor of serving Filipinos. The Philippines is a very special market for Toyota. We have been here for more than 30 years now, and we wish MOS Burger that same longevity in the country. Like Toyota, MOS Burger is a company that puts its customers first by providing quality products and services. This is why it has become a well-loved brand in Japan and other countries,” said Executive Vice President for Marketing Division of Toyota Motor Philippines Kei Mizuguchi.

The coming together of the two brands is symbolic for it is a “nod to a custom where you introduce someone to your family.”  The MOS and Toyota collaboration was initiated to introduce MOS Burger to Filipinos as a top-of-mind Japanese brand which has become ubiquitous in Japan and essentially part of the lives of the Japanese.

MOS Burger Philippines plans to open 50 stores in the country by 2027. The company is a joint venture between MOS Food Services Inc. of Japan and Tokyo Coffee Holdings of the Young family of General Milling Corp.

Apart from their store in Galleria, MOS Burger Philippines will open stores in SM Megamall, Robinsons Magnolia, Greenhills, Eastwood, and Midtown this year.