LINE MAN, the Food Master, unveiled the “Fun Facts 2023” to highlight the food trends from over 10 million users and over one million restaurants across Thailand. The Chinese food scene is booming, marking it as the ‘Year of Mala.’ Meanwhile, Stir-fried Crispy Pork Belly with Salt and Chili (หมูกรอบคั่วพริกเกลือ) and Shredded Chicken Dried Noodles (หมี่ไก่ฉีก) were also this year’s favorites. Som Tam, the reigning champion, still holds the record for the highest orders this year.
The Year of Mala: The Chinese food scene is booming
- Mala Skewers and Mala Hotpot were the up-and-coming menus this year with more than one million orders, increasing by 45% in the overall deliveries in the Mala category compared to the previous year
- Tofu Skin was the most-ordered topping for Mala Hotpot, followed by Enoki Mushroom, Cheesy Fish Tofu, Duck Intestine, and Chinese Potato Noodles
- “Xiong Mao Tai Malatang” became the Mala Hotpot restaurant with the most deliveries, followed by “Yija Mala Suki” and “Haidilao”, while Huai Khwang was the area with the most Mala hotpot restaurants
- Unique Mala menus on LINE MAN were Mala Cake and Mala Bingsu, a mix of sweet and Mala powder that will wow foodies
Stir-fried Crispy Pork Belly with Salt and Chili: Year’s hottest menu!
The dish that got the most-growing orders on LINE MAN was ‘Stir-fried Crispy Pork Belly with Salt and Chili’ (หมูกรอบคั่วพริกเกลือ). This trend skyrocketed when ‘Bambam Kanpimook’ ordered it at the well-known restaurant Ros Mue Mae (รสมือแม่) in Samyan. Another favorite was ‘Crispy Pork Belly with Holy Basil’ (กะเพราหมูกรอบ). Together, these two crispy pork dishes had over 4.6 million dishes last year, making them the most loved meals. Dishes with melinjo leaves (สารพัดเมนูใบเหลียง) and pork crackling (กากหมู) also made it to the Top 5 for dishes with the biggest increase in orders.
‘Shredded Chicken Dried Noodles’ (หมี่ไก่ฉีก) gained massive popularity, especially with the famous restaurant ‘Emily’s’ which sparked a viral trend on TikTok. As a result, orders for this menu on LINE MAN have risen by more than 280% since the trend started in May 2023. This trend prompted many other local restaurants to add it to their menus.
“Som Tam” remains the best seller with more than 18 million dishes
Som Tam, Thailand’s favorite dish, remained the best seller for the second year in a row with over 18 million dishes on LINE MAN, which was 2.6 times more than last year. The most popular Som Tam were the classic Som Tam Thai, Som Tam with fermented fish, and Som Tam pa (Som Tam with various condiments). Thanks to the healthy trend, Som Tam was the go-to dish as it is strong in taste and light in calories.
LINE MAN, the Food Master, is on a mission to make its users happy with daily meals. By understanding what Thai people love to eat, LINE MAN improves its service, offers great deals, and suggests restaurants that cater to every craving. Check out your favorites of the year on LINE MAN Wrapped 2023, and start your own food journal on the LINE MAN app by clicking https://lineman.onelink.me/1N3T/cvg2reaz.
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LINE MAN Wongnai’s Corporate Communication team: [email protected]
