Japanese dining innovation company, known for its “Qibao Mala Soup” brand, plans to expand its store count to 100 by December 2027. The expansion will not only focus on the Tokyo metropolitan area but also target cities like Osaka, Nagoya, and Fukuoka. The company aims to cater to health-conscious young people and female customers, positioning the brand as a major revenue source next to its barbecue restaurants.
Recently, a queue of around ten women was observed at a “Qibao Mala Soup” outlet near Japan Railway’s Tamachi Station, attracting curiosity from passersby. The brand’s signature dish, “Mala Soup Noodles,” is priced at 925 yen. The soup base is crafted using over 30 medicinal spices and a unique soybean paste called “Qibao Sauce.” Customers can personalize their mala soup by selecting from over 50 types of vegetables and mushrooms for an additional fee, making the dining experience both fun and popular.
“Qibao Mala Soup” was initially founded in Japan in 2007 by ramen critic and entrepreneur Hideyuki Ishigami after his studies in China. In 2021, the dining innovation company signed a contract with Ishigami to become the main franchisee in Japan, allowing them to open branded stores and recruit franchisees. Currently, there are 16 “Qibao Mala Soup” locations in the Tokyo metropolitan area.
The rising health consciousness among consumers has also contributed to the brand’s popularity, especially among women, who make up about 80% of its customer base. The brand’s appeal is further boosted by social media posts, with some customers mentioning recommendations from fitness trainers.
