TOKYO - The Chinese soup dish malatang is gaining popularity in Japan, with specialty restaurants expanding beyond major metropolitan cities and spin-off products such as a malatang-themed game being offered.
A total of 273 new malatang specialty restaurants opened between January and June 2026, surpassing last year's figure, according to data provider Review Inc.
Among those benefiting from the growing popularity of the dish is malatang specialty chain "Cheepao Malatang," where a basic set consists of soup and glass noodles, with customers able to choose their favorite toppings from more than 50 varieties including vegetables, mushrooms and processed fish cakes.
The chain, which operates nearly 80 outlets across Japan, is known for its original glass noodles, developed to complement its Chinese medicinal soup and create its signature flavor.
At a store in Tokyo's Setagaya Ward in mid-October, families and groups of women crowded the restaurant. "I eat (malatang) two or three times a month. One of the enjoyable things is being able to choose the toppings myself," said a woman in her 30s who was there with a friend.
"The number of stores has been increasing, and when a new outlet opens, lines of more than 100 people sometimes form," said an official at the store operator Dining Innovation Ltd.
Demonstrating the popularity of malatang, a cup-noodle-style malatang product released by Ishokudogen.com Co. in 2024 has sold over 23 million portions.
Developed by a worker from China, the product called Chukabo Malatang features a peppery, spicy flavor and gluten-free noodles made from sweet potato starch.
The company entered the restaurant business in February, opening a store in Tokyo. It now operates three outlets.
"We hope to promote malatang culture by gathering feedback from customers through our restaurants," said Mika Oyama, a company official.
The dish's popularity has spread to other products as well. Nihondo Co., a Chinese medicine company, launched a malatang-inspired addition to its soup porridge series, priced at 529 yen ($3).
The product combines a spicy malatang-based soup with the sweetness of black and red beans.
Pizza Hut Japan Ltd., a delivery pizza chain, began offering three varieties of "malatang pizza" developed under the supervision of Cheepao Malatang in October as a limited-time dish.
The pizzas feature classic malatang ingredients such as glass noodles and wood ear mushrooms with cheese on pizza dough, finished with a mala oil containing Sichuan peppers.
Meanwhile, Boku to Watashi and Inc., the operator of Japanese dashi-based malatang specialty restaurant "Ten Ten Mala Tan," has launched an official free browser game.
The game features a fish egg dumpling character -- one of the most popular malatang toppings -- that rolls down a hill and attempts to travel as far as possible.
The company said the game has been well received by customers, some of whom play it while waiting in the restaurant and comment on how cute the character is.
