#Japan #Tokyo #Daikanyama #Malatang #Tenten

Tenten Malatang: A New Japanese Style Spicy Soup Experience

Tenten Malatang, a specialized restaurant offering a Japanese twist on the spicy and numbing soup known as malatang, is set to open its doors on December 17, 2025, in the vibrant Daikanyama district of Tokyo. This new culinary venture is brought to life by Boku to Watashi Co., Ltd., a company focused on emotional marketing, particularly targeting the Z generation.

Location and Atmosphere

Nestled just a minute's walk from Daikanyama station, Tenten Malatang is perfectly positioned for commuters and residents alike, making it an ideal spot for a quick and satisfying meal. The interior design reflects the brand's signature red color, creating a warm and inviting atmosphere that embodies the qualities of malatang – its pungent spiciness and numbing sensation. The restaurant features 14 seats, accommodating both singles and small groups, designed to provide a comfortable space for anyone seeking a quick bite.

A Focus on Flavor and Customization

At Tenten Malatang, the soup is crafted with a base of rich and savory Japanese dashi, primarily made from kombu and shijimi clams. This focus on traditional flavors, combined with the unique twist of spiciness from the malatang ingredients, promises a comforting yet exciting culinary journey. Diners can customize their dishes by selecting their preferred level of spice and numbness – catering to both those who shy away from heat and those who crave intense flavors.

To accommodate customer preferences for hygiene, Tenten Malatang has implemented a mobile ordering system. This innovative approach allows customers to select their ingredients and customize their orders contactlessly, ensuring a safe and enjoyable dining experience without compromising the fun of creating a personalized bowl of malatang. Additionally, diners can use various condiments at their tables to adjust the heat levels to their liking.

Unique Souvenirs and Creative Marketing

Amid the dining experience, Tenten Malatang also offers unique merchandise, such as adorable keychains inspired by popular malatang ingredients, priced at 550 yen. These items are thoughtfully designed to appeal to customers who want to take home a piece of their culinary adventure – functional and charming additions to daily lives.

Why Malatang Now?

The motivation behind launching Tenten Malatang is deeply rooted in current market trends and the values of Boku to Watashi Co. The malatang phenomenon has exploded in popularity, especially among the younger crowd, thanks to its customizable nature and health-conscious appeal. A recent survey highlighted this trend, endorsed by Uber Eats ranking malatang as the top dish in their 2025 Trend Rankings.

With an increasing emphasis on health and well-being, malatang serves as an excellent choice for those seeking nutritious and customizable meals, especially among the Z generation. Boku to Watashi Co. has built a reputation for supporting holistic well-being through various initiatives, including skin care salons and personal gyms, all aimed at enhancing health in a multifaceted manner. This rich background aligns seamlessly with introducing Tenten Malatang, further expanding their commitment to the health and lifestyle needs of the younger generation.

A Message from the Founder

Ken Taketani, CEO of Boku to Watashi Co., shared, "Tenten Malatang was created with the aim of serving 'gentle malatang' that anyone would want to enjoy every day. We prioritize creating flavors that are rich and delightful rather than overwhelmingly spicy or numbing. By combining traditional Japanese dashi with the aromatic essence of malatang, we hope to offer a unique experience that anyone can relish."

Taketani emphasizes the restaurant's intention to provide a boost of positivity to the lives of the younger generation in today’s rapidly changing world. He expresses his hope that the name 'Tenten' symbolizes resilience – encouraging customers to rise each time they stumble. The team is dedicated to delivering a warming bowl that can brighten someone’s day.

Restaurant Overview

• - Name: Tenten Malatang
• - Address: 20-9 Daikanyama-cho, Shibuya-ku, Tokyo, Japan
• - Access: 1-minute walk from Daikanyama Station
• - Seating: 14 seats
• - Opening Date: December 17, 2025
• - Hours: 11:00 AM - 3:00 PM, 7:00 PM - 11:00 PM
• - Closed: Tuesdays
• - Order Method: Mobile ordering and cashless payment only

For more information, please visit the official site: Boku to Watashi

About Boku to Watashi Co., Ltd.

Boku to Watashi Co., Ltd. is a marketing and planning company focusing on the Z generation, reflecting modern work trends like telecommuting and wellness practices. Known for its emotional marketing strategies, the company actively develops brands catering to the values and preferences of contemporary youth.