noun
professing to be; passing oneself off as
Often used when someone claims a status, identity, or quality that is exaggerated or not entirely true. Common in phrases like ～という触れ込みで.
彼は専門家という触れ込みで現れたが、実際は素人だった。
He showed up professing to be an expert, but he was actually an amateur.
その店は最高級の食材を使っているという
The shop claims to use the finest ingredients, but the taste is ordinary.
自称 is a self-proclaimed title or identity, often used as a prefix (自称～). 触れ込み focuses more on the public announcement or pretense, often with a nuance of exaggeration or deception.
Compound of 触れ (fure, continuative form of 触れる 'to touch; to announce') and 込み (komi, continuative form of 込む 'to put in; to include'). Literally 'putting in an announcement', referring to a prior public declaration or claim.