麻辣湯ブームは、そもそも誰が仕掛けたのか　日本発か中国発か、その真相：スピン経済の歩き方（1/6 ページ） - ITmedia ビジネスオンライン

This page explores who orchestrated the malatang (spicy Sichuan soup) boom that is currently popular among young women in Japan. Originating from Sichuan Province in China, malatang is characterized by the unique numbing and spicy flavors of Sichuan pepper and chili peppers. Its popularity is attributed to the ability to customize ingredients, broth, and noodles. The article questions whether this trend, like previous food booms such as tapioca and premium bread, was strategically marketed by specific individuals, and mentions who first introduced malatang to Japan.