Richeese Factory in Indonesia has introduced Mala Chicken menu for spicy lovers. The chicken is coated with mala sauce. The fast food chain has previously innovated with mala in the form of mala seasoning in its Prospericheese as part of its festive menu for Chinese New Year in 2020.
Mala as a flavour has appeared in other quick service restaurant menu in Southeast Asia including in Thailand, Singapore, Malaysia and Myanmar. Indonesia is a market where mala is still a novel flavour with strong potential to thrive as more consumers are exposed to the flavour through more mala offersings such as the one from Richeese Factory.