The recent popularity of crispy chicken rolls across Southeast Asia has sparked growing interest among Malaysian consumers, with the trend rapidly gaining traction on social media and within the street food scene.
Originating from Indonesia, the viral snack — known for its long crispy chicken roll filled with creamy sauces and toppings — has attracted significant attention for its convenient format, strong visual appeal, and grab-and-go practicality. Reports have even suggested that some Malaysian buyers purchased large quantities from Indonesia for resale locally, highlighting the growing demand surrounding the trend.
As interest in the crispy chicken roll phenomenon continues to grow, Indonesian food and beverage brand Chikumi is positioning itself as a business opportunity for entrepreneurs interested in entering the modern street food market.
A Viral Food Trend with Business Potential
According to Chikumi, the popularity of crispy chicken rolls reflects a wider appetite for modern street food concepts that are simple, visually appealing, and suitable for high-traffic selling environments.
The company describes its concept not merely as a snack product, but as an accessible business package designed for individuals seeking a lower-capital entry into the food and beverage industry.
Its starter package reportedly includes operational essentials such as a small booth, raw materials, cooking equipment, sauces, branding materials, packaging, standard operating procedures, and training support. Chikumi says the model is intended to help aspiring entrepreneurs launch operations more easily without having to build a food business entirely from scratch.
Designed for Flexible Selling Locations
Chikumi states that the concept is suitable for a variety of selling environments including bazaars, night markets, kiosks, cafés, campus areas, roadside food stalls, mall kiosks, and food truck setups.
The business model is also positioned towards individuals looking for flexible income opportunities, including office workers, students, homemakers, café operators, and first-time entrepreneurs.
The company believes the combination of affordable startup costs, straightforward preparation methods, and strong consumer curiosity surrounding viral food trends could make crispy chicken roll concepts attractive within Malaysia’s evolving street food market.
The Rise of Social Media-Driven Food Trends
The growing popularity of products such as crispy chicken rolls reflects the increasing influence of social media on consumer food trends across the region. Portable snacks with distinctive presentation and “viral-ready” appeal continue to perform strongly on platforms such as TikTok and Instagram, where visually engaging food content often drives demand and purchasing behaviour.
For many food entrepreneurs, these trends have created opportunities to introduce smaller-scale business concepts that prioritise convenience, mobility, and operational simplicity.
Chikumi believes the current market interest surrounding crispy chicken rolls signals strong curiosity towards modern snack concepts that are easy to sell and suitable for high-footfall locations.
