Australian chilli oil brand UmamiPapi has launched in Malaysia, through supermarket chain Aeon.
The launch, spearheaded by export consultancy Ranged, signals UmamiPapi’s strategic entry into Southeast Asia’s highly competitive condiment scene.
“For us, this isn’t just a business milestone – it’s a personal one,” said UmamiPapi founder Ethan Yong. “As someone with Chinese-Malaysian roots, seeing our jars on shelves in Malaysia, where my love for chilli and spice began, is truly a full circle moment.”
UmamiPapi is known for its signature umami-rich flavour profile, bringing a bold, modern twist to traditional chilli condiments. The brand aims to offer Malaysian consumers a fresh take on heat and flavour, tapping into the country’s deep love for spicy food.
UmamiPapi is also setting its sights on further expansion, with plans to enter additional key markets including the UAE, Singapore, and Hong Kong in the near future.
