Putting Malaysian Sambal on America’s Map | Auria “The Sambal Lady”

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.Timestamps0:00 - Intro03:00 - “My favorite thing is to feed people Malaysian Food”: Rendang, broccoli, ikan bilis & sambal07:31 - Auria’s family Rendang recipe; a perfect Malaysian plate10:41 - Auria's Malaysian Kitchen: Sambal, Kaya & spice blends13:00 - What is Sambal; Who is Auria — from Music to The Sambal Lady22:14 - Sambal Survey; what is “Sambal Tumis”26:15 - Auria’s Malaysian Kitchen: sambal, spice blends, & upcoming launches29:55 - The Hungry Journal31:18 - Educating Americans about Sambal34:39 - Hot take: Malaysia needs to do more to support its cuisine abroad39:30 - Auria’s practical tips to start a food business in the US41:25 - Auria’s first big break43:54 - The Legacy of Auria’s Malaysian Kitchen46:11 - Hungry QuestionsFOLLOW AURIAhttps://www.instagram.com/thesamballady/https://auriasmalaysiankitchen.comFOLLOW US⁠⁠@abangbrian⁠⁠⁠⁠@hungryimmigrant⁠