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

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The Hungry Immigrant

Abang Brian

38 episodes

6 days ago

The Hungry Immigrant podcast, hosted by celebrity chef, cookbook author and educator Abang Brian, is dedicated to preserving Asian food culture and heritage. Through insightful conversations with chefs, food historians, and culinary innovators, the podcast explores traditional dishes, culinary techniques, and the cultural significance of food. Each episode celebrates the power of food in preserving identity and heritage, with the goal of keeping Asian culinary traditions alive for future generations.

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All content for The Hungry Immigrant is the property of Abang Brian and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

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

The Hungry Immigrant

50 minutes 25 seconds

4 months ago

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.

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