Spicy Full Circle as UmamiPapi Lands in Malaysia

Scott Mathias
Jun 26
2 min read

If you’d told a young Ethan Yong, chopsticks in one hand, chilli spoon in the other, that one day his name would sit proudly on jars of chilli oil in Malaysian supermarkets, he might’ve laughed. But that’s exactly what just happened.

Australia’s cult chilli oil brand UmamiPapi has officially hit shelves in Malaysia’s retail giant AEON, and for Ethan, it’s not just a business move, it’s a spicy homecoming. The founder and CEO, who grew up on Chinese-Malaysian flavours, called the moment “surreal” as he wandered through AEON and spotted his own creation among the aisles.

Source: Ethan Yong - UmamiPapi Lands in MY via AEON

“Malaysia taught me that chilli isn’t just a condiment, it’s a way of life,” says Ethan Yong. “Seeing UmamiPapi on those shelves… it feels like I’m bringing a piece of my childhood back home.”

From late-night kitchen experiments in Melbourne to national supermarket fame in Australia via Coles, Woolies, and indie grocers now stock the oil, UmamiPapi has grown from a side hustle into a jar-sized cultural icon. And now it’s crossing borders and palates.

Malaysia is no small fry when it comes to spice. The country’s chilli and pepper market bounced back to a fiery USD 86 million in 2024, and the hot sauce category alone clocks in at a blistering USD 1.2 billion, with room to grow. Global market projections aren’t far behind: USD 1.79 billion by 2030, fuelled by a hunger for heat, flavour, and premium pantry upgrades.

But Ethan Yong isn’t just after market share. He’s after something deeper - that elusive nod of approval from the aunties and uncles who know their sambals from their srirachas.

“The Malaysian market is tough. You’ve got decades of tradition in every household sauce bottle. But if we can win a few hearts—and maybe a few nasi lemak breakfast tables—I’ll be thrilled," says Ethan.

It wasn’t just flavour that got UmamiPapi here. It was demand from the ground up—Malaysians who hauled jars back from Australia, who tagged the brand online, who asked: “When are you launching here?” Now they have their answer.

And with AEON’s rollout now live, it’s no longer just Ethan Yong’s full-circle story. It’s a party for every spice lover in the region.

So if you’re in Malaysia, grab a jar, heat up your wok, and tag your best #umamiparti moment.

The spice has landed in MY.

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