Will the Enthusiasm Continue, or Will It Become a Staple? The 'Aftermath' of the Second Malatang Boom

Review Inc. (Osaka, Chuo-ku; Representative Director: Shigeo Fujimoto) has announced a research release summarizing the results of an analysis of the latest trends in "Malatang," which has attracted attention in recent years, based on nationwide restaurant opening data.

The results revealed that the number of Malatang specialty store openings has significantly expanded over several years, increasing its presence within the Chinese cuisine genre.

It's neither ramen nor hot pot.

Yet, one dish is steadily gaining presence in the dining out market: "Malatang."

The "Second Malatang Boom" garnered increasing attention in 2025.

But was this boom fleeting, or was it "real"?

<Survey Overview>

・Target Period: 2022-2026 (※2026 is a partial period)

・Target Data: Calculated from data uniquely cleansed by Review based on opening information from hundreds of administrative offices nationwide.

・Target Business Formats: Entire Chinese cuisine / Malatang specialty stores.

Number of openings expanded by approximately 10 times! Momentum continues even after the boom.

In recent years, Malatang stores have increasingly opened, mainly in urban areas, and opportunities to see them in town have greatly increased.

So, how has the number of openings actually changed?

※Calculated based on the number of openings confirmed to date.

The number of Malatang specialty store openings increased from 21 in 2022 to 225 in 2025, expanding by approximately 10 times in just a few years. What is particularly noteworthy is the "shape" of this growth. With 26 in 2023, 47 in 2024, and 225 in 2025, the numbers have steadily accumulated year after year.

This appears to differ from the so-called "boom type" movement, where numbers suddenly jump and then quickly lose momentum. Instead, there is a trajectory of gradual, yet steadily incremental accumulation, as if pulled by the spread of demand.

Even in 2026, the number of openings continues to grow, indicating that the momentum of new openings is still strong.

Malatang increases its presence within the Chinese cuisine genre.

By looking at the overall trends in the Chinese cuisine genre, Malatang's positioning becomes clearer.

Looking at the number of new openings in the Chinese cuisine genre, it is clear that new openings are on a declining trend.

The number decreased from 1,361 in 2022 to 1,059 in 2025, a reduction of approximately 22%.

Amidst a tough environment of rising labor costs and ingredient costs, and labor shortages, the hurdle for new openings is increasing year by year. In such circumstances, is Malatang's movement in the opposite direction merely the momentum of a boom?

Malatang can be opened in a relatively small space, and its operation is simple. Prepare the soup base, arrange the ingredients, and boil what the customer chooses. This process is easy to manage with a small number of people, giving it a unique advantage over other business formats in terms of ease of opening.

Within this context, Malatang is increasing its presence as a new option, indicating that diversification is progressing within the Chinese cuisine genre.

It is thought that within the same category of Chinese cuisine, business formats that gain support are expanding in line with the times.

Share from 1.5% to 21.2% – from "exception" to "mainstream."

The proportion of Malatang within the Chinese cuisine genre was about 1.5% in 2022, but expanded to 21.2% in 2025.

This shows that Malatang, which was once a niche presence, has now become an undeniable presence within the genre.

Based on the number of openings, Malatang is becoming one of the categories that is increasing its presence within the Chinese cuisine genre.

Why has Malatang expanded?

The background lies in changes in values regarding dining out.

In recent years, "satisfaction" has been emphasized more than "quantity," and the "joy of choosing for oneself" is sought more than "fixed menus."

Malatang, with its customizable nature allowing customers to freely choose ingredients and spiciness, combined with the lightness of a vermicelli base, aligns with these needs.

Furthermore, its specialized yet easy-to-understand concept makes it readily accepted by consumers.

Not a "new dish" – The roots of Malatang.

One point to note here is that Malatang itself is by no means a new dish.

It originated as a popular dish long enjoyed in China, developing within a street stall culture. The style of freely choosing ingredients and finishing with preferred spiciness has existed for a long time.

In Japan, it gradually became known from the late 2000s, and around 2018-2019, it experienced a boom with terms like "Marakatsu."

In other words, the current movement is not just...