World · East Asia & Pacific · 2 hrs ago
Malatang restaurants spread across Japan as competition intensifies
Malatang, a spicy Chinese soup, has surged in popularity across Japan since around 2024, especially among young women.
Diners choose ingredients such as vegetables and glass noodles, and some say they keep returning for the flavor.
New specialty restaurants are opening faster, with the trend spreading beyond Tokyo and Osaka.
In late September, Chinese chain Xiao Gu Jie Jie Malatang opened its first directly managed shop in Japan near Kawasaki Station in Kanagawa Prefecture.
Its Japanese operations head, Minghui Mu, says the market is growing, but intensifying competition could push weaker shops out.
His restaurant makes soup from scratch and offers a zero-spice option for people who cannot handle heat.
Malatang's staying power will depend on restaurants delivering good food and service, rather than relying only on the current trend.
Malatang restaurants are opening across Japan at an accelerating pace as the Chinese soup dish’s popularity grows.
The trend, which began around 2024, has spread beyond major cities and is especially popular among young women.
Customers are drawn to its variety of ingredients and perceived healthy image, while some return because they enjoy its flavor.
Xiao Gu Jie Jie Malatang, a Chinese chain with around 1,200 outlets in China, opened its first directly managed Japanese store near Kawasaki Station in late September.
The chain’s Japanese operations head says the market is expanding, but warns that intensifying competition will push out restaurants that do not offer good products and service.
- Who
- Malatang restaurant operators, including Chinese chain Xiao Gu Jie Jie Malatang, are expanding in Japan.
- What
- Specialty malatang restaurants are opening at an accelerating pace as competition intensifies.
- When
- The boom began around 2024, and new openings accelerated in 2026.
- Where
- Across Japan, including a Xiao Gu Jie Jie Malatang store near Kawasaki Station in Kanagawa Prefecture.
- Why
- The dish appeals to customers for its variety of ingredients, perceived healthy image and flavor.
Malatang proponents
Malatang skeptics
Market prospects
Malatang proponents
Minghui Mu says the market is expanding and the dish will become established in Japan.
Malatang skeptics
Some people suggest malatang could be a passing fad like bubble tea.
Competition
Malatang proponents
Mu sees a business opportunity but says competition is intensifying and shops must offer good products and service.
Malatang skeptics
Not stated.
Malatang began enjoying a boom in Japan, particularly among young women.
Xiao Gu Jie Jie Malatang opened its first directly managed store in Japan near Kawasaki Station.
Meiki Mu was photographed holding malatang at the chain's Kawasaki main store.
- Chinese outlets
- Xiao Gu Jie Jie Malatang has around 1,200 outlets in China.
- First Japanese directly managed store
- Opened near Kawasaki Station in Kanagawa Prefecture in late September 2026.
- Malatang boom
- Began in Japan around 2024.
- Soup ingredients
- Beef bones and chicken carcasses are used to prepare soup at the Kawasaki main store.
- Spice option
- The Kawasaki restaurant offers a zero-spice option.
What people are saying
Malatang is gaining popularity in Japan not only among young women but also among homemakers and families. The market is expanding, and I believe the dish will become firmly established here.
Too many shops are opening now, and competition is intensifying. Going forward, shops other than those that are serious about offering good products and services will be weeded out.
Japanese people love ramen, so malatang also needs to pay close attention to its soup