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Popular food influencer, restaurateur, and entrepreneur Khairul Aming has launched his fourth product, which he describes as his biggest product launch yet
In a video posted today, 3 August, Khairul introduced Sambal Nyet Bilis, an anchovy-based spicy condiment made with 75% green chilis, 25% red chilis, and a blend of aromatics to create a richer, deeper flavour.
The 33-year-old content creator said the product "has more kick" and contains more ingredients than the previous offering, Sambal Nyet Berapi.
The video also shows Khairul and his team visiting fishermen in Setiu, Terengganu, and chilli farmers in Banting, Selangor, to see how the ingredients are sourced, highlighting the effort that goes into every jar of sambal.
"When we follow the fishermen out to sea, we can appreciate and see how it's not easy, how difficult it is to catch these anchovies. It requires immense physical strength, and it's not every day our fishermen get a large catch," he said.
Khairul said he chose anchovies for the new sambal because he wanted to recreate the kind of sambal the older generation used to make
He said the anchovies are transported to his factory in Kota Bharu, Kelantan, which employs 100 local workers, where they are washed one by one before being fried until crispy, creating a satisfying texture and infusing the cooking oil with their rich aroma.
Explaining why green chillies are the star ingredient, Khairul said they provide a milder heat, a richer flavour, and a distinctive aroma that elevates the sambal.
"But this isn't all we use. To add an umami flavor, we also add fresh tomatoes, kaffir lime leaves, and we put in some belacan (shrimp paste).
"That's why this sambal tastes completely different from the previous one," he said.
Sambal Nyet Bilis will officially go on sale at 9pm on Friday, 7 August, during a TikTok Live session. A total of 125,000 bottles will be available.
Watch the video here:
