11/04/2026

LYFE SATURDAY | APR 11, 2026

/thesuntelegram FOLLOW / Malaysian Paper

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20

2020s M’sian food fads that fizzled out

o Culinary trends that once drove cultural influence

Ű BY AMEEN HAZIZI

F OOD trends in Malaysia tend to move in cycles. A dish or drink can dominate malls, cafes and social media feeds almost overnight, driven by aesthetics, novelty and cultural influence. But once that initial excitement fades, even the most talked-about trends begin to settle into the background. Korean food stops feeling new Korean food once felt like the most exciting dining trend in Malaysia. The popularity of Korean dramas and K-pop helped introduce many Malaysians to dishes such as Korean fried chicken, bingsu desserts and street snacks. Shopping malls filled with Korean chains and Korean-inspired eateries. Brands such as MyKori Dessert Cafe, KyoChon Chicken, Dubuyo and Seoul Garden quickly became go-to spots for young diners looking for something trendy to post online. For many consumers, the appeal was partly about novelty. Trying Korean desserts or crispy soy garlic fried chicken felt like participating in a global cultural moment. Today, that excitement has cooled. Some outlets no longer draw the same crowds. Korean food is still widely available and remains as an option, but it no longer carries the same sense of novelty that once drove people to queue for it. Many diners have simply moved on to other food trends. Bubble tea queues disappear Few trends illustrate Malaysia’s rapid hype cycle better than bubble tea. At one point, bubble tea outlets were opening across malls and commercial areas at remarkable speed. Brands such as Xing Fu Tang, Tealive, Chatime and Tiger Sugar

The drink’s customisable sugar levels and toppings helped fuel its popularity among younger consumers. became highly visible, drawing crowds with brown sugar milk teas and theatrical preparation styles. For many young Malaysians, buying bubble tea was as much about the experience as the drink itself. During the peak of the trend, multiple outlets could exist within the same mall, each competing for attention with different toppings or sugar levels. In recent years, however, consumers have begun shifting their spending elsewhere. Coffee culture has expanded rapidly, with cafes such as Zus Coffee and Gigi Coffee gaining traction, while matcha focused cafes such as Tsujiri also grew in popularity. Bubble tea has not disappeared entirely, but the sense of urgency around it has faded. Croffles and cafe desserts cool off During the pandemic years, croffles, a hybrid of croissants and waffles, briefly dominated cafe menus and home baking trends. Social media feeds were filled with videos of croffles topped with ice cream,chocolate or fruit. Cafes such as Kenny Hills Bakers and Huckleberry were among those that rode the wave of visually driven

Soy garlic and spicy Korean fried chicken became staple orders during the peak of Malaysia’s Korean food craze.

intense food trends in the region. It gained traction through hotpot chains and mala stir-fry hotpot stalls before expanding into snacks and fast food items. Restaurants such as Haidilao and Suki-Ya helped popularise the experience, while local mala stir-fry hotpot stalls across Klang Valley made the flavour widely accessible. As the flavour spread across multiple food categories, it became increasingly common. The widespread availability reduced its novelty, even as dedicated fans continued to seek it out. Familiar cycle Across all these trends, the pattern is similar. A new flavour or concept captures attention, spreads rapidly and becomes widely available within a short period. Once familiarity sets in, consumers begin looking for something different. The trend does not disappear entirely, but it loses the urgency and excitement that once defined it. In Malaysia’s fast-moving food scene, today’s must-try item can quickly become just another option on the menu.

A croffle is a hybrid of a croissant and waffle, made by pressing croissant dough in a waffle iron to create a crisp exterior with a soft, layered interior. – ALL PICS FROM 123RF

Over time, however, the surge of matcha-based menus across cafes made the trend feel less distinctive. While matcha remains popular, it has shifted from being a defining trend to a standard menu option. Mala and hotpot saturation Mala, known for its spicy and numbing Sichuan flavour profile, once stood out as one of the most

desserts, while smaller home-based sellers also entered the space. As more sellers entered the market, the novelty wore off. What once felt like a creative dessert option became widely available and less distinctive. Today, croffles are still sold in some cafes, but they no longer define dessert trends in the same way. Matcha’s shift from ritual to trend Matcha has long been part of Japanese tea culture, but in recent years it was transformed into a lifestyle trend. Cafes turned finely ground green tea into a wide range of products, from lattes and frappes to cakes and desserts. Instead of being led by a few niche brands, matcha quickly spread across the entire cafe landscape. Global chains such as Starbucks, J.Co and The Coffee Bean & Tea Leaf began rolling out matcha drinks, while local players such as Zus Coffee, Gigi Coffee and Bask Bear Coffee followed with their own versions. For consumers, matcha offered visual appeal and a sense of refinement. Its deep green colour and minimalist presentation made it highly shareable on social media.

Matcha drinkers often choose it as an alternative to coffee for a milder caffeine boost.

Hotpot meals typically involve thinly sliced meats, vegetables and noodles cooked at the table.