In the bustling food court of Pavilion Mall in Kuala Lumpur, the malatang stall is packed with people. Diners clutch number tickets, eagerly awaiting their steaming hot, aromatic, and fully customized bowls. Among them are students in groups, urban white-collar workers fresh off work, and food bloggers who’ve come specifically to try it.
And this isn’t a scene unique to Malaysia. From the streets of Myeongdong in Seoul to food plazas in Queens, New York; from Chinese communities in Sydney to shopping centers in Singapore — malatang is sweeping across the globe at a staggering pace, becoming a true phenomenon in international cuisine.
2.5 Billion People Love Spicy Food
The global annual trading volume of chili peppers exceeds 287.3 billion RMB, and spicy seasonings now make up 30.88% of the entire condiment market. Behind these numbers lies a massive 2.5 billion global consumers who enjoy spicy food — evidence that spicy flavors have become a true global trend.
In recent years, “spicy consumption” has surged dramatically. Data shows that demand for self-heating hot pots has increased by 520% since 2017, and spicy snacks have grown even more rapidly. This growth indicates a rising global acceptance and craving for spicy flavors.
As a spicy food, malatang is riding this wave of demand. It caters to the universal desire for heat while offering adjustable levels of spiciness, making it the “common denominator” for spicy food lovers around the world.
From Street Food to Global Tables
Malatang originated in Niuhua Town along the Minjiang River in Leshan, Sichuan Province, China. It began as a convenient meal for boatmen and porters, who would set up makeshift stoves and clay pots, boiling wild vegetables with Sichuan peppercorns and chili — a meal to fill the stomach and ward off damp and cold.
This tradition of cooking ingredients by boiling them in spicy broth evolved into what is now the malatang we see everywhere — a street food staple across Chinese cities. As a beloved grassroots delicacy, malatang has long had a vast and mature market, with strong, enduring appeal.
Today, this humble local dish from China has made a remarkable international leap, becoming a true global food star, taking root in cities all over the world.
Why Do Young People Around the World Love Malatang?
Malatang’s popularity among global youth is astounding. During the malatang craze in Tianshui, Gansu Province, young consumers purchased nearly 40% of all products. This enthusiasm is mirrored in international markets.
The first reason is its unique flavor experience. Malatang blends numbing (mala), spicy, savory, and aromatic notes into a powerful combination, creating a memorable explosion of flavors on the tongue — perfectly suited to young people who crave novelty and stimulation.
Its highly customizable nature is another major draw. From vegetables and meats to seafood and tofu products, diners can choose exactly what they like, giving them a sense of control and satisfaction in creating their own meal.
Convenience and affordability are also key. In fast-paced modern life, young people need quick, satisfying meals. Malatang offers freshly cooked, piping hot food at a relatively low cost — making it the ideal choice for the budget-conscious.
Moreover, malatang has strong social appeal. Young people enjoy gathering to eat malatang, sharing food and conversation. The relaxed, interactive dining experience adds to its charm.
Global Expansion Strategies of Malatang Brands
Malatang’s global success wouldn’t be possible without the strategic planning and innovation of forward-thinking brands. One of the most effective strategies has been localized innovation.
For example, in Southeast Asia, popular malatang brands have launched coconut curry-flavored options. In Western markets, spice levels are adjusted, and new soup bases are developed to suit local palates. This approach — “preserve the core flavors, adapt to local tastes” — allows malatang to maintain its Chinese essence while avoiding culture shock.
Building supply chains has been another critical factor. Many brands use a hybrid model of local sourcing + domestic transportation, establishing supply chains in advance and partnering with local ingredient suppliers to reduce costs and ensure freshness.
Accurate market positioning is also essential. Malatang’s “choose-your-own ingredients + individual pot” format fits perfectly with the modern trend of solo dining. Its convenience and customizable nature also align well with health-conscious eating habits, helping it move beyond traditional group dining to become a daily choice for urban dwellers.
Driving the Global Chili Industry Chain
The global rise of malatang is also boosting the entire chili pepper industry. Chili peppers are among the most promising economic crops in the world — highly adaptable, nutrient-rich, and part of a long and profitable supply chain.
Today, more than half of the world’s countries cultivate and consume chili peppers. There are over 1,000 varieties globally, and the annual trading volume exceeds $30 billion USD. China’s chili exports continue to rise, with South Korea, Japan, Mexico, Australia, the U.S., and Southeast Asia among its main importers.
Statistics show that China plants over 20 million mu (approximately 1.33 million hectares) of chili peppers annually — making it the second-largest vegetable crop by area. With an industry value exceeding 70 billion RMB, the chili industry is now the largest vegetable sector in China.
The chili sauce industry is also booming. Currently valued at 32 billion RMB, the market is growing at over 7% annually and is projected to reach 40 billion RMB by the end of 2020. Malatang’s global popularity is fueling the prosperity of a complete supply chain — from raw ingredient farming to finished product sales.
