We headed to Brooklyn, New York to meet the one and only Auria Abraham — aka The Sambal Lady. From a classically trained pianist to running a jingle house to pioneering Malaysian food in America, Auria shares how she built Auria’s Malaysian Kitchen, the first Malaysian-made brand in the US. Over rendang and sambal, we dive into identity, challenges of breaking into the American market, and the flavorful power of sambal.

Timestamps

0:00 - Intro

03:00 - “My favorite thing is to feed people Malaysian Food”: Rendang, broccoli, ikan bilis & sambal

07:31 - Auria’s family Rendang recipe; a perfect Malaysian plate

10:41 - Auria's Malaysian Kitchen: Sambal, Kaya & spice blends

13:00 - What is Sambal; Who is Auria — from Music to The Sambal Lady

22:14 - Sambal Survey; what is “Sambal Tumis”

26:15 - Auria’s Malaysian Kitchen: sambal, spice blends, & upcoming launches

29:55 - The Hungry Journal

31:18 - Educating Americans about Sambal

34:39 - Hot take: Malaysia needs to do more to support its cuisine abroad

39:30 - Auria’s practical tips to start a food business in the US

41:25 - Auria’s first big break

43:54 - The Legacy of Auria’s Malaysian Kitchen

46:11 - Hungry Questions

FOLLOW AURIA

https://www.instagram.com/thesamballady/

https://auriasmalaysiankitchen.com

FOLLOW US

⁠⁠@abangbrian⁠⁠

⁠⁠@hungryimmigrant⁠