Itadaki Malatang / Ouchi de Malatang Inc. announced that Sarika has been appointed as the official ambassador and public relations representative for Itadaki Malatang, with a partnership agreement now concluded. The company, a group company of Nexter Inc., which operates in SNS marketing, develops an integrated food distribution and sales business centered on the Itadaki Malatang brand. It operates the frozen malatang D2C brand “Ouchi de Malatang” for consumers, while also expanding B2B wholesale channels for retailers, bathing facilities, and accommodation businesses. Starting from Itadaki Malatang Shin-Okubo Main Store, described as the birthplace of Japanese-style malatang, the company plans to develop directly managed stores and franchise locations while building a store model that connects the entire food value chain. The brand vision is to make Japanese-style malatang a new specialty of the Reiwa era and a new pillar of Japanese food culture. Its mission is to establish malatang as part of Japan’s food culture and grow this Japanese-style malatang into the representative form of “Japan’s malatang.” “Ouchi de Malatang” is a frozen food D2C brand that allows customers to easily enjoy the taste of the renowned Itadaki Malatang Shin-Okubo Main Store at home. The product is positioned as a delicious, healthy, and beauty-conscious food that can be prepared quickly and easily, and has been gaining attention across Tokyo and Japan. The company highlights the appeal of malatang as an example of “medicine and food sharing the same origin.” Malatang, a soup dish originating in China, uses many medicinal spices and is widely associated with wellness-oriented eating. Itadaki Malatang uses gluten-free glass noodles made from starch, making it suitable for health-conscious consumers and those sensitive to gluten. The soup uses carefully selected Japanese ingredients including domestic chicken, yuzu from Tokushima, flying fish from Kagoshima, and Hatcho miso from Aichi. The i