This product series introduces a homemade kit that allows consumers to enjoy the popular 'numbingly spicy' Ma La Tang—known for the tingling sensation of Sichuan pepper and chili heat—and the beloved 'sour and spicy' Suan La Tang, using their favorite vegetables and ingredients at home. The recipe is designed to deliver approximately half of the daily recommended vegetable intake, making it ideal for health-conscious consumers.

Development Background

While Ma La Tang and Suan La Tang have gained popularity in recent years, dining at specialty restaurants can be costly and time-consuming for many. Additionally, meeting the daily vegetable intake target of 350g—recommended by Japan's Ministry of Health, Labour and Welfare—is challenging for busy individuals.

To address this, we developed this product with the concept of 'enjoying a personalized bowl at home, packed with your favorite vegetables.' The soup base is formulated to maintain a rich, robust flavor even when large quantities of vegetables are added, preventing the taste from becoming diluted.

Furthermore, the packaging design emphasizes the message of 'eating with vegetables.' By placing the product in the vegetable section, we encourage shoppers to pick it up alongside fresh produce, then seamlessly add seafood, meat, or processed ingredients to complete their meal—creating a smooth shopping journey.

Product Features

[Allied Sichuan Cuisine Shibire-O: Vegetable-Rich Ma La Tang & Suan La Tang Kit]

[1] Designed to provide nearly half of the daily vegetable intake

The recipe delivers approximately half of the recommended daily vegetable intake of 350g for adults. We aim to help busy individuals incorporate more vegetables into their daily meals through convenient home cooking.

[2] Rich, robust flavor that doesn't dilute, even with generous vegetables

Both the 'numbingly spicy' Ma La Tang base and the 'sour and spicy' Suan La Tang base are formulated to retain their full flavor even when vegetables release water during cooking.

[3] Five-minute sweet potato cellophane noodles enable quick preparation

The kit includes the popular sweet potato cellophane noodles found in Ma La Tang restaurants. These flat, chewy noodles are quick-cooking—ready in just 5 minutes—making the entire dish ready in about 10 minutes. They offer a satisfying texture and a fulfilling meal experience.

[4] Two single-serving packs per bag for flexible, on-demand cooking

Each bag contains two individual servings, allowing users to prepare only what they need. This aligns with the growing demand for single-person meals due to smaller household sizes and changing lifestyles.

[5] Packaging designed to create a 'shopping journey' starting from the vegetable section

This innovative product uses packaging design to promote the idea of pairing soup with vegetables. By placing it in the vegetable section, we encourage customers to pick up the kit and fresh vegetables together, then naturally proceed to select seafood, meat, or other ingredients—creating a seamless, stress-free shopping experience. The popularity of Ma La Tang makes this placement particularly effective in driving smooth purchasing behavior.

Ma La Tang Kit Cooking Image Suan La Tang Kit Cooking Image

Ma La Tang Kit Contents (2 servings) Suan La Tang Kit Contents (2 servings)

About the 5-Minute Sweet Potato Cellophane Noodles

Despite being made from 100% sweet potato starch, these noodles cook in just 5 minutes—a rare quick-cook variety.

● 100% Sweet Potato Starch

Produced in Shandong Province, China—one of the largest sweet potato-producing regions—these noodles offer a chewy, satisfying texture made entirely from sweet potato starch.

● Quick-Cooking in 5 Minutes

Most sweet potato cellophane noodles require long soaking or boiling times, but this product cooks in just 5 minutes, reducing total preparation time to approximately 10 minutes.

Flat noodles with chewy texture that hold sauce well Sweet potato raw material image

Product Overview

Ma La Tang Kit

Product Name: Allied Sichuan Cuisine Shibire-O Vegetable-Rich Ma La Tang Kit

Net Weight: 150g

Price: Open price

Release Date: Friday, July 3, 2026

Availability: Nationwide (availability may vary by retailer)

Suan La Tang Kit

Product Name: Allied Sichuan Cuisine Shibire-O Vegetable-Rich Suan La Tang Kit

Net Weight: 150g

Price: Open price

Release Date: Friday, July 3, 2026

Availability: Nationwide (availability may vary by retailer)

[Related Products]

Allied Sichuan Cuisine Shibire-O Cup Ma La Tang 80g

https://allied-thai.co.jp/products/sichuancuisine-shibireoh_malatang_80g_rt

Allied Sichuan Cuisine Shibire-O Ma La Tang Kit 150g

https://allied-thai.co.jp/products/sichuancuisine-shibireoh_malatangset_150g_rt

Allied Sichuan Cuisine Shibire-O Ma La Tang Base 320g

https://allied-thai.co.jp/products/sichuancuisine-shibireoh_malatangpaste_320g_rt

Allied Corporation

Address: 5F, Mitsuhashi Building, 1-4-3 Azamino, Aoba-ku, Yokohama, Kanagawa

CEO: Yusuji Ujika

Founded: November 12, 1976

Website: https://allied-thai.co.jp

Business: A food trading company specializing in ethnic ingredients. With the goal of popularizing Thai cuisine in Japan, we deliver authentic Thai flavors safely and reliably. Our Bangkok branch supplies essential seasonings, instant foods, and frozen products. We offer a wide range of products—from home cooking kits to commercial seasonings—under the 'Thai no Daidokoro' (Thai Kitchen) and 'Sichuan Ryori Shibire-O' (Sichuan Cuisine Numbing King) brands.

FACT BOX

  • Source: PR TIMES
  • Category: New Product