The Born Korea Richun Market Launches 'Usamgyeop Mala Jeongol'... "Reflecting Mala's Popularity"

[Asia Economy Reporter Moon Hyewon] The Born Korea's Li Chun Market announced on the 30th that it has newly launched the 'Usamgyeop Mala Hot Pot,' generously filled with savory beef brisket.

Li Chun Market explained that as the 'Mala' menu has established itself as an official menu category representing Chinese cuisine beyond just a trend among the MZ generation (Millennials + Generation Z), they planned the new menu accordingly. According to search trend results on the portal site Naver, the number of searches related to 'Mala' surged from 250,000 in January this year to 400,000 in October.

The Usamgyeop Mala Hot Pot offers a deep flavor by combining Li Chun Market's unique style of spicy mala sauce and richly boiled wonton broth with savory beef brisket and various other ingredients. Essential ingredients for mala dishes such as fish balls, fu zhu, wood ear mushrooms, fen mu za, and flat glass noodles are included by default, and a generous amount of crunchy vegetables is added to enjoy a diverse texture.

This new menu, perfect for warming up during the winter with its hot broth, is served in a hot pot style that is gently simmered, making it ideal as an anju (side dish for drinks). Adding dishes like spicy chili yuringi or menbashak allows you to enjoy a unique combination of flavors.