Only in Japan Go — Transcripts
Summaries + full diarized transcripts
2020-09-02 · Ep 789 · 44m

Japan's Burger Chain Innovators Mos

Tokyofast foodburger chainsfood reviewurban exploration
Summary

Japan's Burger Chain Innovators Mos

Overview

In this episode, John Daub explores one of Japan's most iconic homegrown fast-food chains, Mos Burger. Filmed in the Tsukishima neighborhood of Tokyo shortly after a summer rainstorm, John visits a local Mos Burger to try their latest innovations. He highlights the chain's history as a trendsetter in the Japanese burger market, predating the gourmet burger boom by decades.

John orders the "Natsumi Burger," a seasonal item that replaces buns with lettuce wraps, and the classic Spicy Mos Burger. He takes his meal to a nearby park behind the Chuo Ward City Office to eat al fresco, adhering to pandemic safety measures while enjoying the open air. Throughout the video, he discusses the unique qualities of Mos Burger, from their made-to-order cooking style to their use of fresh ingredients like thick-cut tomatoes and rice buns.

Beyond the food review, John takes viewers on a brief bicycle tour of Tsukishima, pointing out local architecture, recycling practices, and the mix of old and new buildings that characterize the area. He shares insights into Japanese family restaurants like Jonathan's and Saizeriya, and reflects on the constant innovation required to survive in Japan's competitive food market.

Highlights

  • 00:04 John introduces Mos Burger as a decades-old innovator in the Japanese fast-food scene.
  • 01:32 Discussion of unique menu items like rice buns and the Ebi Katsu Burger.
  • 03:24 John walks to a park behind the Chuo Ward City Office to eat his takeout meal.
  • 06:59 Unboxing the meal reveals compartmentalized packaging and unique straws.
  • 09:09 First taste of the Natsumi Burger, noting its healthy but messy nature.
  • 13:09 Review of the Spicy Mos Burger and the quality of the tomatoes and buns.
  • 25:31 Observation of Japanese recycling bins and neighborhood cleanliness.
  • 33:02 Comparison with other family restaurants like Jonathan's and Saizeriya.
  • 37:01 Explanation of the pandemic compliance seal seen at restaurants.
  • 40:29 Final thoughts on innovation in the Japanese market and upcoming projects.

Timeline / Chapters

  • 00:00 Introduction to Mos Burger and its history.
  • 01:30 Menu overview: Natsumi, Rice Buns, Ebi Katsu.
  • 02:37 Pick up takeout and walk to Tsukishima Park.
  • 05:07 Setting up in the park and pandemic safety observations.
  • 06:59 Unboxing the food and drinks.
  • 09:09 Tasting the Natsumi Burger (lettuce wrap).
  • 13:09 Tasting the Spicy Mos Burger and fries.
  • 19:00 Discussion on burger construction and messiness.
  • 25:31 Walk around Tsukishima, recycling, and architecture.
  • 33:02 Overview of other local restaurants (Jonathan's, Saizeriya).
  • 37:01 Pandemic compliance seals and local bento shops.
  • 40:29 Closing thoughts, Kickstarter project, and sign-off.

Japan Travel Tips

  • Mos Burger vs. McDonald's: Mos Burger is made-to-order, so expect a longer wait time compared to McDonald's.
  • Ordering: You can point at the menu pictures if you don't speak Japanese. Say "Mos Burger" for the classic.
  • Drinks: Oolong tea or green tea is more popular than soda among locals.
  • Condiments: Ketchup is not automatically provided with fries; you must ask for it separately.
  • Pandemic Safety: Look for the "rainbow seal" or compliance stickers at restaurants indicating they follow safety protocols (distancing, shields, etc.).
  • Recycling: Public trash cans are rare, but when found, they are strictly separated into burnable (moeru gomi) and non-burnable (moenai).
  • Transport: Docomo bike share is available using Suica or Pasmo cards, but requires online registration.

Japanese Language & Culture Notes

  • Mos Burger (モスバーガー): Often pronounced "Moss" by John, but officially "Mos." Stands for "Mountain, Ocean, Sun" (though John jokes about Mothra).
  • Natsumi Burger (ナツミバーガー): A seasonal summer item. "Natsumi" implies summer taste.
  • Reiwa 2 (令和2年): Refers to the year 2020 in the Japanese era calendar.
  • Nagaya (長屋): Traditional wooden row houses, becoming rarer in Tokyo due to earthquake safety regulations.
  • Showa Period (昭和時代): Refers to the era from 1926–1989. Buildings from this time indicate older ownership.
  • Katsuo Tataki (カツオタタキ): Seared bonito, a specialty from Kochi Prefecture.
  • Chicken Nanban (チキン南蛮): Fried chicken topped with tartar sauce, a Miyazaki specialty popular in family restaurants.
  • Earthquake Wiring: Telephone wires are often above ground because underground lines can be damaged by volcanic activity and earthquakes; poles are designed to sway.

Food & Drink Guide

  • Natsumi Burger (09:09): Lettuce wrap instead of buns, soy patty, thick tomato. Described as healthy, watery, and messy. ~300 yen.
  • Spicy Mos Burger (16:22): Classic burger with jalapeños and spicy sauce. John's favorite. Heavy bun, fresh tomato.
  • Ebi Katsu Burger (01:32): Shrimp cutlet burger. A specialty item highly recommended by friends.
  • Moss Fries (13:09): Thick-cut fries, skin-on, lightly salted. Ketchup served separately.
  • Oolong Tea (06:59): Unsweetened tea, very popular with burgers in Japan.
  • Rice Bun Burgers (01:32:** Burgers using rice patties instead of bread buns. Unique to Japan.

People

  • John Daub: Host and narrator. He provides the history, review, and cultural context.
  • Kanae Daub: John's wife. She requested the Mos Burger episode and receives one of the burgers, though she does not appear on camera.
  • Live Stream Viewers: Several viewers are mentioned by name (Ramen Raph, WRX Turbo, etc.), contributing questions and comments during the live recording.
  • Local Children: Briefly seen near the park, told by mothers to keep distance ("Kachiyo, kachiyo").

Key Takeaways

  • Mos Burger is a pioneer in the Japanese fast-food industry, introducing gourmet concepts before they were mainstream.
  • The chain focuses on made-to-order food, resulting in higher quality but longer wait times.
  • Innovation is constant in Japan; menu items change seasonally (e.g., Natsumi Burger) to keep customers interested.
  • Pandemic safety measures were strictly observed in 2020, with visible compliance seals at restaurants.
  • Tsukishima offers a mix of modern city offices and traditional Showa-era architecture.

Notable Quotes

  • 00:33 "They made me see burgers in a new way, and maybe even helped set some of the trends with these gourmet burgers you're seeing everywhere."
  • 02:37 "One thing about Moss Burger is it takes a long time to get your burger. When you order, they give you a number and you have to wait—that's so different from McDonald's."
  • 09:09 "This is bizarre. Isn't even meat—just lettuce with a big patty in the middle. Would you order this?"
  • 16:22 "Before gourmet burger chains popped up, when it was just McDonald's and Burger King, Moss Burger was here decades ago innovating."
  • 40:29 "Innovate or die—Japanese market way, and as a YouTuber, same for me."

Related Topics

  • Japanese Fast Food Culture
  • Tokyo Neighborhood Guides (Tsukishima)
  • Pandemic Dining in Japan
  • Japanese Era Calendar (Reiwa/Showa)
  • Family Restaurants (Jonathan's, Saizeriya)

Search Tags

#only-in-japan-go #tokyo #mos-burger #tsukishima #japanese-food #burger-review #john-daub #fast-food #natsumi-burger #travel-japan #pandemic-dining #tokyo-parks #japanese-culture #food-vlog


Full Transcript

00:04 John Daub: Welcome to Tokyo. That restaurant in front of me is one that's been around since I've been in Japan, even longer than that. Decades, we can say. This is Moss Burger, one of thousands around Japan. Even in the United States, they have some Moss Burgers. They are burger innovators. Back in the day, there was just McDonald's and a few other burger chains, and then there was Moss Burger, this really unique Japanese burger chain. Here's their menu.

00:33 John Daub: They did stuff with burgers that I never saw before back in the United States. When I came here in 1998, Moss Burger was quite the innovators. They made me see burgers in a new way, and maybe even helped set some of the trends with these gourmet burgers you're seeing everywhere. Here's their latest burgers. This is the Natsumi Burger set and the Moss Burger, which is just a classic. I actually made a commercial for Moss Burger about five, seven, eight years ago. I'll put the link in the description later. It's called "What is a Moss Burger?" These look particularly interesting. They call it the Natsumi Burger. It uses a lettuce wrap in place of buns. Why? It's called Moss Burger, so you would think perhaps these burgers are a little bit healthier.

01:32 John Daub: We're going to find out. You can't even see the burger—it's just basically moss. It was also the first place where I found these burgers that use rice instead of bread as buns. I thought they were so interesting when I first came to Japan. It's about $3 for one, and you can get them as part of a set. They also have hot dogs, which is a little strange because you don't usually see them at burger places. Then there's the ebi katsu burger (shrimp cutlet burger), which is a specialty—I like that one. But when I come here, I usually get the Moss Burger, the normal one. They have a spicy Moss Burger, and when they put the word "spicy," I'm sold. They also have onion rings, and the Moss Chicken is really good—highly recommended by friends.

02:37 John Daub: One thing about Moss Burger is it takes a long time to get your burger. When you order, they give you a number and you have to wait—that's so different from McDonald's. Of course, I already picked it up because of the pandemic—better to eat in the park. I got it as takeout, and I'm going to show you what I got, plus a little of this area. I rode my bicycle over here—it's called Tsukishima (Tsukishima). We just had a massive rainstorm. This is one of the closest Moss Burgers to where I live. There's some blue sky now, but wow, did it downpour. There's a supermarket, some neat stuff—wait for the traffic light.

03:24 John Daub: We're gonna crack open this bag of Moss Burger. Across the street there's a park. This is the Chuo Ward city office. Welcome to some new moderators. These kids aren't getting a bite of my Moss Burger. Kachiyo, kachiyo—mothers are telling them this way, this way. That's the city office where they register a lot of documents, so people are going in and out all the time. We're getting close to the park. Let me reveal myself—I'm kind of hungry. This is a late lunch behind the city hall branch. They have these rental bicycles by Docomo—you can use your Pasmo or Suica card, but you need to register online. Here's the park. They got picnic tables—brilliant. This couldn't have planned out more perfectly. I just hope the rain holds out. I can do some pull-ups afterwards to burn off those burgers.

05:07 John Daub: We'll go underneath this tree—nice and peaceful. That's quite a bag—did I order that much? One thing I liked is they're complying with Tokyo's laws: alcohol pumps, procedures for quarantining, shields in front of registers, social distancing spots on the floor. You go in, you get out. The problem is Moss Burger takes such a long freaking time. If you've eaten there, you know. Is it fast food? Hard to tell, but it's a good place—not slow food. They're watching—what's this foreign language? It's English. I'm gonna put the stick so we're at eye level with the audience. Wow, I'm so hungry. I got two burgers: one is a Moss Burger classic, and one is for Kanae Daub. The only reason I'm doing this Moss Burger episode is because Kanae told me she wants Moss Burger, so I said all right.

06:59 John Daub: We gotta unbox everything—it's like Christmas. They put the drink in its own little bag—that's pretty interesting, compartmentalized like that. I like Moss Burger straws—they have the ones that turn. Most people I eat burgers with don't get Coca-Cola; they get oolong tea or green tea. Oolong tea is probably the most popular, maybe more than Coca-Cola—unsweetened tea is pretty popular here. It smells like a burger. Hey, oh yeah—get the burger out and the pigeon starts coming. Bugger off—human food, and it's a crime to feed you. We're gonna start with the weird burger. This is the Natsumi—you can see vegetables in this weird triangle shape. Could be like an Indian samosa—I love samosas; always get one with Indian food.

09:09 John Daub: We're gonna unbox this mamon wrapper—see what's inside, how much of a mess I can make. I did bring one for Kanae—don't worry, that's the only reason I'm here. She wanted the typical Moss Burger. I got two burgers. Oh, what is this? Usually there's a guide on how to eat it—no, this is just lettuce, no bun. This is bizarre. Isn't even meat—just lettuce with a big patty in the middle. Would you order this? It's like three bucks, looks like a mess in a wrapper. Three bucks isn't too bad. Let's try it. Hey pigeon—they're stalking me; they can smell it. This is a soy patty. Usually when you open the wrapper, you see a big bun—this is weird. They took iceberg lettuce, chopped it in half, shoved a patty in. Just bite it? It's very confusing, very watery and healthy, I guess. Tastes healthy and green.

11:47 John Daub: What do you think of this Moss Burger? Leave a comment. This is a live stream—activate it and see what everyone's saying. Ramen Raph: "Do Lotteria Ebi Burger next?" Sounds good. WRX Turbo: McLean Burger stands are my favorite—I gotta check that out. King Grando, Hitachino in Akihabara—how did you know I'm going there next week with a buddy? Cheryl MP, the Asian nerd—shout out from Hong Kong: Moss in HK not as good as Japan, but at least you have it. Extra mayonnaise for your weird burger—thanks, George. Austin: Aloha from Hawaii. Irvan, Edo—get something nice to eat and drink. Brendan Walker: bad technique. Michael Tran, Michael Sassano—love Moss Burger. We have some guests—they're invited.

13:09 John Daub: Let's have a bite—get into it. It's not meat; it's a soy burger—so weird. I do like the tomato—very good, thick cut. When I made the commercial for Moss Burger, I noticed the tomatoes were really red and fresh—that was a good sign. Not a lot of burger joints use whole thick tomatoes like this; McDonald's doesn't. On the downside, it's cold—the lettuce makes it cold. Good for summer—they call it Natsumi Burger (summer taste burger). Not fake meat, just soy burger. That's normal in the States. I'm not gonna eat too much—part of this is Kanae's. These are the Moss fries—thick cut, different from McDonald's. They're okay, light on the salt. I like fries with the skin on. In Japan, they never put ketchup in; you have to ask separately.

16:22 John Daub: We've had the veggie burger—which can we even call it a burger? Just veggies in a wrapper. This is the spicy Moss Burger—my favorite classic. Before gourmet burger chains popped up, when it was just McDonald's and Burger King, Moss Burger was here decades ago innovating. Problem is, they're too middle of the road. People want cheap like McDonald's or gourmet at $15–20. Middle range is hard, but Moss Burger owns it—not that cheap, like $16–17 for this. Here we go. Now you see why it's spicy—that's a big jalapeño, not a pickle. When I came to Japan in '98, you couldn't find jalapeños anywhere except Moss Burger—they were imported. Japanese cuisine is salty, so spice was welcome. Their buns are heavier, higher quality than McDonald's—not as yeasty, fewer air bubbles. Mmm, that's spicy. Big chunk of tomato, good sauce—you need the wrapper. Amazing.

19:00 John Daub: When I made the commercial, they were particular: hot buns, cold tomato, hot sauce, cold something, hot patty—hot, cold, hot, cold layers. Hard to make—I'll find that video. Loaded with jalapeños—not just one or two, like seven. Moss Burgers aren't too big—bigger than a quarter pounder maybe, heavier with sauce. I rarely eat McDonald's. Juicy. If you live in San Diego and keep it classy, you don't stick your face in and suck the juice—who does that? Raise your hand. Bad technique. Here's some flyers they gave me—kid's menu. Moss stands for? Mothra, enemy of Godzilla? You tell me. If you try to pick up the Natsumi Burger, it doesn't do well—very nasty, messy. Can't get my new gimbal smushy. Everyone's watching—learned you can't pick it up. Kanaye's are intact—I'll keep the ants out.

25:31 John Daub: I just dominated mine—game over. Had an audience on the swings watching me devour it. Got this new DJI Osmo 4 gimbal—greasy hands now. Pigeons on the run. Nice park here. Trash can—convenient. They recycle everywhere: moeru gomi (burnable trash), moenai (non-burnable). Japan's pretty good with recycling. Look how clean Japan is without trash cans everywhere—work on that. Craig Kawaguchi, da-men-ji (thank you). My wife's a quarter Japanese—dream to visit. Yeah, you're here with me and Kanae until you can make it. Local posters: Reiwa 2 (2020), October 11th Sunday, children's marathon—really a relay race.

29:46 John Daub: Love the alleys here—every house looks like Mr. Miyagi's. Nice natural trees. This tree growing through telephone lines—they didn't cut it down. Testament to living naturally in the city. Tsukishima is a manmade island. Roots deep—do they cause problems? Telephone wires above ground because Japan is volcanic—earthquakes make them sway. That pole looks tilted from an earthquake; they haven't fixed it. Top heavy like a ship's mast. There's our Moss Burger across the street—that was good. Worth it if you visit Japan and see one—try it instead of McDonald's. You know the menu; just point and say "Moss Burger"—pretty saucy. Go back and watch from the beginning for more.

33:02 John Daub: This is Jonathan's family restaurant—back there was Saizeriya (Saizeriya, Italian family restaurant chain), super cheap—99 yen wine that tastes like vinegar but does the job. I've only eaten there twice in 20 years, same with McDonald's. That looks like Kanae's bike—is it? She's not here. Menu: Tobikiri tomato and lettuce—pricier, better meat. Japanese sauce? Gotta try more. Recommend shrimp cutlet burger. Rice-bun burgers interesting, healthier. Plant-based green burger sold out—fake meat? Natsumi ones seasonal, lettuce with surprise—salad basically. Customize it. Side items good, but wait 5–10 minutes—made to order. Plastic at register for coronavirus, outside patio, social distancing, rainbow seal for compliance.

37:01 John Daub: Every restaurant with that seal complies with city's mandates: alcohol pumps, distancing, protection. Important. Katsuo tataki (seared bonito)—from Kochi in Shikoku, so good. Lots of personality in Tsukishima—old nagaya (row houses) might not last; Tokyo tearing down old buildings for earthquake safety. Bento shop: customize roast beef bento—neat, onigiri, chicken nanban (chicken nanban) with egg tartar sauce—so good. Colorful plastic display looks real. Be observant: many old businesses were houses. In Showa period, plots cut in half for more housing—big plots mean original long-time owners. Learned from NHK shoots since 2008, real estate laws.

40:29 John Daub: Gonna get on my bike, bring you your burger, Kanae. Any last questions? Live stream tomorrow, rest of week—lots of travel. Kickstarter fireworks project has three days left—get in by September 5th for video and postcard; amazing Only in Japan documentary. Natsumi Burger okay—like a side salad, not burger. But that's Moss: innovators turning insane ideas into burgers—we need that good insanity. Menu changes every couple weeks—even McDonald's innovates here, unlike America where things like Cherry Coke stay forever. Here, trendy: Orange Coke now. Innovate or die—Japanese market way, and as a YouTuber, same for me. Some blue sky—good sign. Irvan says go back for fresh food for Kanae—Mos Burger slow, medium fast food. Like that rusty building with vending machines. Have a nice day, stay safe—watch that Kodo video I uploaded two days ago. You'll love the drums and beautiful music.

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