Why is it Popular? The "Malatang" Boom is Accelerating with New Openings Every Month and Unprecedented Hits, Attracting Major Companies' Attention

The soup dish "Malatang," originating from Sichuan, China, is experiencing a major boom in Japan. Popular chains like "Qibao Malatang" and "Yang Guofu Malatang" have accelerated their expansion since around 2024, and by 2025, new stores are opening "almost every month." The market's excitement isn't limited to dining out. In Uber Eats' first half of 2025 trends, it ranked first in the food category, convenience stores are stocking dedicated products, and Nissin Foods has launched "Cup Noodles 14 Spice Malatang" nationwide. This "unprecedented spread" sees major food companies, retailers, and delivery services simultaneously focusing on Malatang. Factors such as the "fun of customization," "vegetable-rich 'healthy feel,'" "immersive experience of spiciness and numbness," "social media appeal," and "cost structure and high turnover rate" are working in combination. Additionally, the successive entry of brands from Korea and China, the franchise expansion of Japanese brands, and the commercialization of instant and frozen foods have significantly increased points of contact. This article provides a thorough analysis based on local and primary information, covering the latest trends and figures, chain strategies, successful store operations, considerations for flavor creation and health, and the next growth drivers.