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

【The Secret of the Mala Tang Boom and the Next Dish to Come】

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

What makes it so appealing?

◆ Four Major Reasons for Its Popularity

① Customizability that allows you to create "your own bowl" with "by weight sales + free toppings."

② The ability to adjust the "numbing-spicy" flavor of chili and Sichuan pepper to your liking, suitable for both spice lovers and beginners.

③ The image of a "guilt-free healthy hot pot" with soup containing doubanjiang and medicinal ingredients.

④ The colorful ingredients and steaming red soup are Instagram-worthy, with posts spreading among the time-efficient generation.

Additionally, in Tokyo, the pricing of 3 to 4 yen per gram is considered "great value even during inflation," and its versatility for lunch, late-night snacks, and takeout is also a tailwind.

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◆ The Next Buzz: "Kanjang 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. With specialty stores popping up in Shin-Okubo and variations like set meals and rice bowls, it's 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

The formula of "personal preference × numbing-spicy × Instagram-worthy" made Mala Tang a hit. Next, "plump and sweet-salty shrimp × rice" Kanjang Saewoo is likely to take over. Prepare tasting reports and recipe articles now to get ahead of the search terms!

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Illustration

1. Customizing Mala Tang

Pasted Graphic 9.tiff