The name Khairul Aming (KA) is no longer just the name of a culinary content creator, but has turned into a giant business entity in the local SME sector. From an engineering office to a factory kitchen, and now to a physical restaurant, his evolution is a true reference for digital entrepreneurship.
He started by producing short video content on TikTok with a cooking and recipe niche in 2020, then launched products that Malaysians are crazy about such as Sambal Nyet Berapi (2021), Dendeng Nyet Berapi (2024) and Rendang Nyet (2025).
The 30 Days 30 Recipes series every Ramadan often causes supermarkets to sell out cooking ingredients, as well as attracting sales of his business to reach RM42 million.
Here is an autopsy of the journey and career transition of this beloved icon of Malaysians:
The DNA of an Engineer in Mass Production
Many know that KA is a Mechanical Engineering graduate from Vanderbilt University, USA. However, the impact of this education is most clearly seen in his factory operation system in Kelantan.
Unlike typical food traders who rely entirely on manual labor, KA applies automation to ensure consistency of quality.
This strategy allows him to produce tens of thousands of bottles of sambal a day with minimal R&D.
Achieves Record Sales of RM42 Million in 2024
Based on his own annual performance report, 2024 saw the group's sales reach RM42 million, an incredible jump of 110% compared to RM20 million the previous year.
The majority of sales were contributed by Sambal Nyet and Dendeng Nyet Berapi.
He adopts a direct-to-consumer (D2C) business model through TikTok Shop, thus eliminating middlemen costs and reducing traditional marketing budgets to almost RM0.
Rembayung Opening: A Bold Move to Create Physical Expansion
After years of dominating the digital market, 2026 became a historic year with the opening of Rembayung, his first restaurant in Kuala Lumpur.
This move is seen as a portfolio diversification strategy to reduce 100% dependence on e-commerce platforms.
Despite being newly opened, Rembayung has recorded an incredible record with sales of RM2.3 million in one day through a live streaming session from the restaurant.
This proves that KA's personal branding influence can transfer purchasing power from the phone screen to the physical dining table.
Whether you are a loyal fan of Sambal Nyet or just a viewer of the '30 Days 30 Recipes' video, one thing that cannot be denied is that Khairul Aming has changed the landscape of Malaysia's digital economy.
Every time the month of Ramadan arrives, he doesn't just sell products, he sells traditions and inspiration.
