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The 2026 HOCH Burger Festival is heating up once again at Shanghai MixC. This edition features 45 brands from home and abroad. Whatever flavor you’re craving, you’ll find it here. Several brands are also making their Shanghai debut.
Yakido, an offshoot of Hong Kong’s one-Michelin-starred Yardbirdserves a signature giant sanhuang-chicken waffle burger. Cal Lee, Brand Lead of Yakido China, shared that they noticed most visitors come to the event with friends to share food together. That’s exactly why they created this jumbo, filling burger — to give people a perfect dish to pass around and enjoy as a group. Su Nan from Minhang Media Center tried the burger on site, noting that the crispy crust paired with the slightly sweet waffle makes it a perfect match for local Shanghai tastes.
We’ve also welcomed new vendors from New York and Los Angeles. Some of them are also the first show-up in Asia.
Leo Jeong, Brand Manager of ROKSTAR Chicken from New York, explained that they pre-marinate all ingredients in advance and import exclusive sauces and seasonings from South Korea, to ensure every bite tastes exactly the same as it does in their New York stores.
Spencer, Operating Partner of Irv’s Burgers & Prince Street Pizza, mentioned that the 80-year-old classic American brand, which originated on Route 66, made its Asia debut at this festival. Their top priority is to bring the authentic, classic American burger that local Americans truly love to Chinese audiences, keeping every original flavor intact.
The venue sees an average of 100,000 visitors every single day.Many visitors said they don’t mind queuing for their favorite burger, and taking a bite immediately after getting it is the best way to respect a great burger. One bite of burger connects flavors from all over the world. The joy of gathering lies in this warm, tasty bite.
小面包搭配肉和菜，小小的汉堡里藏着风味万千。这几天第二届HOCH汉堡节在上海万象城掀起全新热潮。本届活动集结了45家国内外品牌，多款特色风味齐聚现场，不少品牌更是首次登陆上海，为市民们带来了一场覆盖全球风味的美食盛宴。
香港米其林一星餐厅Yardbird的延伸品牌Yakido，带来了招牌巨型三黄鸡华夫汉堡。品牌负责人Cal Lee表示，观察到很多游客都结伴来汉堡节分享美食，因此特意打造了这款分量十足、适合多人分食的产品，希望让大家在这里吃得满足又开心。记者现场试吃后评价这款汉堡外皮酥脆，华夫饼带着淡淡的甜味，非常符合上海市民的口味偏好。
本次汉堡节还迎来了来自纽约、洛杉矶的新朋友到场，其中部分品牌更是完成了自己的亚洲首秀。来自纽约的ROKSTAR CHICKEN品牌经理Leo Jeong介绍，品牌提前腌制食材，从韩国进口专属酱料和调味粉，力求在上海现场还原纽约门店一样的味道。
拥有80年历史的美国经典汉堡品牌Irv's Burgers也首次登陆亚洲，合伙人Spencer提到，品牌起源于66号公路，这次就是想把原汁原味的经典汉堡带给大家。
活动日均客流达到10万人次，足见这场汉堡节的超高人气。不少消费者表示愿意为心仪的汉堡排队，拿到手就直接趁热咬上一口，这才是对好汉堡最基本的尊重。
一口汉堡串联起全球各地的特色风味，所有相聚的欢喜，都藏在这一口冒着热气的美味里。
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