Why is malatang being used as a trendy term these days?

Recently, it seems like the word '마라탕' is being mentioned frequently in a different context than its original meaning. It's happening on Twitter, and even in recent Korean variety shows, '마라탕' is appearing out of the blue. Could this be a new trend or slang that's catching on? From what I understand, it seems like '마라탕' is implying something beyond just a food name. Does anyone know any information related to this? I'm particularly curious if this word is used with a special meaning in areas like Seoul, Gangnam, or Hongdae. If anyone knows about this phenomenon, I would appreciate it if you could explain in what context '마라탕' is being mentioned so frequently!