Core Viewpoint - The popularity of "Mala Tang" (spicy hot pot) in Japan is rapidly increasing, particularly among women aged 10 to 40, with a significant rise in the number of specialized stores and sales figures expected to continue growing [2][10][12]. Group 1: Market Growth - The number of new Mala Tang stores in Japan is projected to increase by at least eight times by 2025 compared to three years ago [2][8]. - From January to September 2025, 93 new Mala Tang stores opened across Japan, a significant increase from just 11 in 2022 [8]. - The average monthly sales for Mala Tang stores rose from approximately 3.5 million yen in 2021 to about 16 million yen in 2025 [8]. Group 2: Consumer Demographics - Approximately 90% of the customers at Mala Tang stores are women aged between 10 and 40 [5][10]. - The store design caters to female customers, promoting a café-like atmosphere where women feel comfortable dining alone [5]. Group 3: Unique Selling Proposition - Mala Tang offers a customizable dining experience, allowing customers to choose from around 50 different ingredients, which enhances its appeal [5][8]. - The dish is characterized by a rich broth made from about 20 spices, along with a base of chicken and pork bones, aligning with Japanese taste preferences [5][10]. Group 4: Brand Expansion - "Qibao Mala Tang," a leading brand in Japan, has opened 48 stores since its inception in 2007, emphasizing the use of fresh ingredients and unique flavors [10]. - Chinese brands like "Zhang Liang Mala Tang" and "Yang Guo Fu Mala Tang" are also expanding their presence in Japan, particularly in areas with significant Chinese populations [10][12]. Group 5: Future Outlook - The trend of Mala Tang is expected to continue, with potential for it to become a staple in Japanese cuisine, although strategies to attract male customers may be necessary for sustained growth [12][13].