00:00Inside Malaysia's Ayin Kapur craze.
00:02Rice, fried chicken, and your summer gajos.
00:06And if you're feeling extra frisky, throw in some cabbage, fried tofu, and tempeh.
00:11Nothing too fancy, right?
00:12So why are Malaysians absolutely eating it up?
00:15The humble Ayin Kapur has seen lions at the door daily, a staple for the office lunch.
00:20But again, why is this so irreversible?
00:23Originally from Indonesia, Ayin Kapur was taken Malaysian by storm, with stalls and shots
00:27mushrooming everywhere.
00:28Through a stone, every mountain hit at least one stall.
00:32It's safe to say that it's gotten more fans here than in its home country.
00:36And again, the economics of the dish is also one to note.
00:39Big chains here have reported profits in their millions, and that has also spurred smaller
00:42business owners to grab their own share of the pie.
00:45Social media has also added more fuel to the fire.
00:48While not the most piteous, seeing your favourite content creator tucking into a plate of rice
00:51and chicken with such gusto stirs their own appetite.
00:54They have also expanded into creating their own stalls as well.
00:57But again, back to the question, why did it get so popular here?
01:01Well, Ayin Kapur is not completely foreign to us, it's a familiar cousin, the rice dishes
01:06we already enjoy here.
01:07Ayin Pena anyone?
01:09While he already has roots here locally since the early 2010s, the rice of short form videos
01:13reviews has skyrocketed food trends in general.
01:16Ayin Kapur's rise to stardom has been the perfect storm of viral marketing, pricing and of course taste.
01:21You have options that start from 8 ringgits and a portion that can tuck you over till
01:25night.
01:26At the same time, more upscale options offer more variety for the discerning foodie.
01:30For customers, it's an easy pick whether they're thinking long and hard what to eat.
01:34Options are limited, but still personalisable.
01:37Most eateries let you choose your spice levels, others your choice of sides.
01:41Ayin Kapur itself is also one of the easier dishes to sell.
01:44It requires little space and tools to get started.
01:47Add all of that together and you'll get a recipe for success.
01:51The question now is, will it be sustainable in the long run?
01:54Will we still be lining up for an hour for our next plate two years down the road?
01:58Only time to tell.
02:00But in the meantime, what will it be, crispy or original?
