# Pop-Up Fashion Restaurants Mastermind JAPAN x The Great Burger Serves Up Culinary Delights By Matt Ho | Published 2011-07-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mastermind-japan-x-the-great-burger References: [freshnessmag](http://www.freshnessmag.com/2011/07/15/mastermind-japan-x-the-great-burger-the-master-burger-pop-up-restaurant/) & [mastermindjapan](http://www.mastermindjapan.com/) In a surprising move, fashion label Mastermind [JAPAN](https://www.trendhunter.com/trends/mcdonalds-japan-street-burgers) has launched the mastermind JAPAN x The Great Burger pop-up restaurant. Mastermind JAPAN has always been well known for producing some of the finest clothes with a rebel attitude. The Japanese brand is now venturing into the culinary world by opening up a pop-up joint that serves up scrumptious food. The Mastermind JAPAN x The Great Burger combines the company with the [famous burger destination](https://www.trendhunter.com/trends/wild-west-burgers) located in the Harajuku area in Tokyo, Japan. The restaurant will have four different burgers served on a special plate decorated with the brand's skull and crossbones logo. There will also be a keychain available as a souvenir. The Mastermind JAPAN x The Great Burger pop-up restaurant will be open for three days only. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 33% | Activity: 57% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Fashion-food Collabs:** Brands in the fashion industry are collaborating with food brands to create pop-up restaurants and cafes, introducing a new intersectional experience for consumers. - **Limited-time Food Experiences:** Pop-up restaurants are becoming increasingly popular due to their limited-time offerings, creating a sense of urgency and excitement for customers to try out these new culinary experiences. - **Brand Enthusiast Specials:** Creating a limited-time pop-up restaurant with a brand's exclusive merchandise tie-in provides an opportunity for enthusiasts to experience the full sensory expression of the brand while giving brands the opportunity to provide exclusive merchandise sales. ### Industries Being Reshaped - **Fashion:** Fashion industry businesses can partner with food brands or create their own pop-up restaurants and cafes to create unique brand experiences and reach untapped markets. - **Food and Beverage:** Restaurants and food brands can collaborate with fashion industry companies to create new culinary experiences and limited-time menus that integrate brand merchandise, generating new revenue streams and increased customer engagement. - **Merchandising:** Brands producing merchandise can collaborate with other brands to provide limited-time exclusive outsets as part of a complete sensory experiential brand offering, resulting in high customer engagement, increased sales conversion rates and generally positive brand recognition. ## Related on Trend Hunter - [Anime-Themed QSR Restaurants](https://www.trendhunter.com/trends/burger-king-japan-1.md) - [Burger Branded Button-Ups](https://www.trendhunter.com/trends/bbh.md) - [Melty Meaty Pizzeria Burgers](https://www.trendhunter.com/trends/pizza-hut-japan-burgers.md) - [Tourism-Inspired Burgers](https://www.trendhunter.com/trends/square-burgers.md) - [NYC-Inspired QSR Burger Menus](https://www.trendhunter.com/trends/new-york-burgers.md) - [Celebratory Manga QSR Burgers](https://www.trendhunter.com/trends/mcdonalds-japan-evangelion-burgers.md) - [NYC-Inspired Burger Menus](https://www.trendhunter.com/trends/come-on-baby-ny-burgers.md) - [Combat-Themed QSR Burger Menus](https://www.trendhunter.com/trends/mcdonalds-japan-street-burgers.md) - [Comedic Limited-Time Burgers](https://www.trendhunter.com/trends/fake-burger-1.md)