The Secret Behind the Mala Tang Boom and the Next Dish to Watch Out For

【The Secret Behind the Mala Tang Boom and the Next Big Dish】

The spicy and numbing "Mala Tang" is now a must-try among young people, with long queues forming.

What makes it so appealing?

◆ Four Major Reasons for Its Popularity

① Customization: Create "your own bowl" with "weigh-and-sell + free toppings."

② You can adjust the "numbing spiciness" of chili peppers and Sichuan peppercorns to your liking, suitable for spice lovers and beginners alike.

③ The soup with doubanjiang and medicinal ingredients gives the impression of a "guilt-free healthy hot pot."

④ The colorful ingredients and steaming red soup are perfect for social media, spreading quickly among the "time-efficient" generation.

Additionally, in Tokyo, the pricing of 3-4 yen per gram has become a hot topic as "great value even with inflation," with its versatility for lunch, late-night meals, and takeout being a tailwind.

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◆ The Next Big Hit is "Ganjang Saewoo"!

The soy sauce-marinated shrimp that became a huge trend in Korea is gradually making its way to Japan. The plump texture of raw shrimp marinated in garlic soy sauce and the rich miso that can be sucked with the shell are "video-worthy," causing TikTok views to soar. In Shin-Okubo, specialty stores are popping up one after another, and it's evolving into set meals and rice bowls, expected to spread among men and women in their 20s and 30s as "ethnic food that goes well with rice."

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◆ Summary

Mala Tang became a hit with the formula of "personal preference × numbing spiciness × social media appeal." Next, "plump and sweet-salty shrimp × rice" Ganjang Saewoo seems poised to take over. Get ahead by preparing tasting reports and recipe articles now to capture search keywords!

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Illustrations

1. Customizing Mala Tang

Pasted Graphic 9.tiff