Grand Prize Goes to 'Ma-la-tang'! 2026 First Half Trend Food Awards Announced

Foodist Service (operated by Island Co., Ltd.), one of Japan's largest culinary influencer platforms with approximately 30,000 'Foodists' (culinary influencers and creators), has released its '2026 First Half Trend Food Awards' based on a survey of food-related terms that gained traction on social media and its internal media during the first half of 2026.

'Ma-la-tang' was awarded the Grand Prize. The number of specialty shops is rising, and commercial products such as instant noodles and frozen foods are proliferating in the market. 'Broccoli,' recently added as a designated vegetable, ranked second, and 'Yuru Chokatsu' (relaxed gut health activities) ranked third.

Chie Hisanaga, lead of Foodist Service, summarized the trend as 'the entertainment-ization of food—not just for tasting, but for enjoyment.' She analyzed that the dish's customizability, which allows beginners to enjoy authentic spiciness, has gained strong support among the younger generation.