First time seeing MOGMOG? Can't quite place it, but it feels somehow familiar. There's a reason for that.
It comes from the Japanese mogumogu, a word that captures the gentle, rhythmic act of chewing. Not just the sound, but the whole feeling of it. The Japanese language has this unique ability to create words that don't just describe things, they become them.
A breeze is soyo soyo. A stream is sara sara. Stars are kira kira. Rain gets its own vocabulary depending on the mood. A light drizzle is para para, a grey persistent shower is shito shito, a downpour is za za. Same rain, completely different atmosphere. Each word carries its own mood.
Japanese has over 2,000 words like this, with around 400 in everyday use. It is a language that has been quietly listening to the world for a very long time.
MOGUMOGU is the sound of eating, the feeling of a quiet, enjoyable moment with a good meal. But somewhere in that word, the founder also heard something else: More Good. More Good.
So he made it his own. MOGMOG. Same warmth, and tucked inside, a small wish that everyone who walks in leaves feeling a little better than when they arrived.
Pull up. Grab something good. This is your MOGMOG time.
Here's to today being a little More Good.
