Nabil Luqman

0f9d2dd4f71434084e2b6094de1865e23abb37bb9f28ca51feeabee679ec9be2

Foodie

campaign

Lee Min Ho

Roma Kelapa

Roma Buscuits Malaysia

Press Release

road show

Roma has launched its latest "Sedap Dimakan, Enak Dicelup" campaign, celebrating the authentic coconut goodness of its iconic Roma Kelapa biscuits while bringing Malaysians together through moments of sharing and togetherness.
The campaign also marks the return of South Korean superstar Lee Minho as Roma's brand ambassador for a third collaboration, reinforcing the brand's long-standing values of authenticity, trust and family bonding.
Lee Minho Returns As Roma's Brand Ambassador
&nbsp;<img src="https://r2.myc.my/19a6ea78a8ea9f743bf33f77c813e66bac889164f9d32ebd24b5fef00cd6fc01" />
Returning for his third collaboration with the brand, Lee Minho once again fronts the Roma Kelapa campaign, helping introduce the biscuit to a new generation of consumers while celebrating the heritage that has made Roma a trusted household name across the region.
Interactive Roadshow At IOI City Mall
<img style="display: block; margin-left: auto; margin-right: auto;" src="https://r2.myc.my/1f81e0a8815fcc69a295817603fd6aa6de2ad6fb039923af038d836595936b9b" />
As part of the campaign, Roma is hosting an 11-day roadshow at AEON, LG East Court, IOI City Mall, Putrajaya, from 2 to 12 July 2026. Visitors can enjoy interactive activities, product sampling and experience Roma Kelapa's signature dipping ritual, alongside opportunities to redeem exclusive Lee Minho-themed merchandise while stocks last.
Made with real coconut and enriched with Vitamins E, B1, B2, B6 and B12, Roma Kelapa is known for its distinctive coconut aroma, crunchy texture and the iconic "dip before you eat" experience that has been enjoyed by generations of Malaysians.
Exclusive Collectibles For Fans
Fans can also get their hands on the Lee Minho Edition Roma Kelapa Pack, available in four Roma Kelapa variants. Limited-edition collectibles, including exclusive stickers, floral hand towels, blind boxes featuring Lee Minho keychains and Roma shopping bags, are available throughout the nationwide campaign.
A special campaign event held on 4 July also brought together members of the media, influencers, content creators and Lee Minho fan communities, where guests explored Roma's heritage and took part in a "See, Smell, Crunch &amp; Savour" tasting experience showcasing the biscuit's signature flavour and texture.
Through the campaign, Roma hopes to celebrate not only one of its most iconic products, but also the simple joy of bringing Malaysians together over a familiar family favourite.
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*Sources: Visual and Reference Credits to Social Media &amp; various cross-references for context.
FOMO much? Follow our&nbsp;<a style="color: #ff0000;" href="https://www.facebook.com/mycclub/">Facebook</a>&nbsp;and&nbsp;<a style="color: #ff0000;" href="https://www.instagram.com/myc_news/?hl=en">Instagram</a>&nbsp;for more updates.

Fans can enjoy exclusive Lee Minho collectibles, Roma Kelapa experiences and more in the brand’s latest campaign.

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Lee Minho Returns As Roma Ambassador For New Roma Kelapa ‘Sedap Dimakan, Enak Dicelup’ Campaign

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Cornetto

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AXE MLBB

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BIllie Eilish UMMY

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Coke Fifa

Few Malaysian food brands have built the kind of hype surrounding Khairul Aming&rsquo;s products. Whenever a new product drops, fans often rush to get their hands on it before it inevitably sells out within minutes.
But with that popularity comes another familiar problem: scalpers.
The issue recently resurfaced on Threads after a user questioned why Sambal Nyet Bilis was being resold for significantly higher prices, prompting Khairul Aming himself to respond.
Khairul Aming&rsquo;s Products Often Sell Out In Minutes
&nbsp;<img src="https://r2.myc.my/a5475ababdcaadbb3fea6907b16d41d25b25e18009443315673fa70a35cc4f61" />
Khairul Aming has built a reputation for creating products that generate huge demand even before they officially launch.
His latest Sambal Nyet Bilis, for example, reportedly sold out in under two minutes after being released on TikTok. A subsequent restock of 150,000 bottles on Shopee also sold out within minutes.
With demand consistently outstripping supply, it is perhaps unsurprising that some buyers have turned to resellers &mdash; and some resellers have taken advantage of the situation by charging more. Beyond the products themselves, Khairul Aming&rsquo;s launches have also become popular for the experiences and giveaways that come with them.
Read: <a href="https://myc.my/articles/5220/khairul-aming-offers-fans-a-trip-to-italy-with-sambal-nyet-bilis-launch-giveaway">Khairul Aming Offers Fans A Trip To Italy With Sambal Nyet Bilis Launch Giveaway!</a>
His previous campaigns have included opportunities for customers to win trips, including a New Zealand holiday, while his latest initiatives have teased another potential getaway to Italy. These giveaways have added another layer of excitement around his product launches, encouraging even more people to participate.
But the popularity of the products has also brought one major headache: scalpers.
Sambal Nyet Allegedly Being Resold For RM25
<img src="https://r2.myc.my/159735b4cb840b1d7511335131de168a1a121b96b341b35f6080a5d51cd01899" />
A recent Threads post highlighted the issue after a user claimed that Sambal Nyet Bilis, originally sold for around RM15.90 per bottle, was being resold for as much as RM25.
The user questioned whether Khairul Aming was aware of the situation or simply chose not to address it. They acknowledged that scalpers will always exist when demand is high, but argued that the situation had gone too far.
The complaint eventually caught Khairul Aming&rsquo;s attention, leading him to explain why dealing with resellers is not as straightforward as some may think.
&ldquo;Takkan Saya Nak Pergi Ketuk Pintu Rumah Dia?&rdquo;
&nbsp;<img src="https://r2.myc.my/15551439725eb41684c03547e85c0280ba3c5837b0bfb64bd34129ea30d8db49" />
Rather than ignoring the criticism, Khairul Aming responded directly and pointed out the practical limitation faced by any business once a product has already been purchased.
&ldquo;Sambal tu dah kat tangan dia, apa saya boleh buat. Takkan saya nak pergi ketuk pintu rumah dia. Saya pun tak kenal pun siapa yang jual balik tu.&rdquo;
He also said he hoped people would understand that he could not control everything that happened once the product had left his hands.
According to the entrepreneur, his response to the criticism was particularly frustrating because it appeared to suggest that he was deliberately allowing scalpers to resell his products at inflated prices.
He stressed that his team was already working hard to produce enough products to meet demand.
He&rsquo;s Open To Solutions
<img src="https://r2.myc.my/e60052b3a11278d0fdbf0d04f8164eacd40a42e56f5f713960e11af495ddee5a" />
Interestingly, Khairul Aming did not simply dismiss the criticism.
Instead, he challenged the commenter to suggest a realistic solution that could potentially be implemented. He essentially offered to consider the idea if there was a practical way to prevent or reduce scalping.
That response was welcomed by some netizens, who felt it was unfair to blame Khairul Aming for something that happens after a customer has already completed a legitimate purchase.
Others pointed out that scalping is not unique to Sambal Nyet, with limited-stock and highly sought-after products regularly being resold at higher prices.
The Scalper Problem Is Bigger Than Sambal Nyet
<img src="https://r2.myc.my/b49111fbc5083ba52746ad1692cbc0e1ee49df468199662f4a281040c4702692" />
At its core, the issue comes down to supply and demand.
When a product sells out almost immediately, there will always be people willing to pay more to get it without waiting for the next restock.
One way to discourage the practice is simply not to buy from scalpers. If resold products remain unsold at inflated prices, there is less incentive for people to purchase large quantities purely for resale.
For Khairul Aming, the challenge is finding the balance between producing enough Sambal Nyet to meet demand while ensuring that his products remain accessible to genuine customers.
For now, the entrepreneur appears to be listening to the criticism &mdash; but as he pointed out, once the sambal is already in someone else&rsquo;s hands, controlling what happens next is another matter entirely.
&nbsp;
*Sources: Visual and Reference Credits to Social Media &amp; various cross-references for context.
FOMO much? Follow our&nbsp;<a style="color: #ff0000;" href="https://www.facebook.com/mycclub/">Facebook</a>&nbsp;and&nbsp;<a style="color: #ff0000;" href="https://www.instagram.com/myc_news/?hl=en">Instagram</a>&nbsp;for more updates.

Sambal Nyet scalpers are charging RM25… and KA basically said, “Bro, what can I do?”

3d9ee13cb78cc08fcf72be1d9d8bfe23dab8c4cc17b21b59a4bff4dc879eea38

Khairul Aming Responds To Sambal Nyet Scalpers Selling Bottles For RM25

Some flavours are more than just something we eat. They can bring back memories of school days, family breakfasts, afternoon tea breaks and snacks shared with friends.
That nostalgia is at the heart of Inside Scoop&rsquo;s Lokal Legends 2026, which returns this year with its biggest collection yet. The annual campaign brings together nine familiar Malaysian brands and transforms their signature products into limited-edition ice cream flavours.
Launched in conjunction with Malaysia&rsquo;s National Day celebrations, the campaign celebrates the local brands that have become part of everyday Malaysian life &mdash; this time, with a scoopable twist.
Nine Familiar Brands, Nine New Flavours
&nbsp;<img src="https://r2.myc.my/d2a0f6d6278d5b0bd8c687b427acffab6379a9e203cb31be817b4df2108fa908" />
The 2026 collection features a mix of nostalgic favourites and modern Malaysian icons, with each collaboration drawing inspiration from a recognisable product or flavour:
<ul>
<li>Beryl&rsquo;s Tiramisu Almond Chocolate &ndash; Tiramisu dark chocolate ice cream layered with fudgy chocolate and honey-roasted almonds.</li>
<li>BOH&rsquo;s Teh Tarik &ndash; A Malaysian classic made with BOH tea and condensed milk, swirled with chewy brown sugar mochi. The flavour also pays tribute to BOH&rsquo;s nearly 97 years of tea-making heritage.</li>
<li>Farm Fresh&rsquo;s Pistachio Yoghurt Crunch &ndash; Tangy yoghurt ice cream paired with crunchy pistachio kunafa.</li>
<li>Gardenia&rsquo;s Choc-A-Lot Twiggies &ndash; Milk chocolate ice cream packed with bite-sized pieces of the familiar Gardenia Twiggies Choc-A-Lot.</li>
<li>Mister Potato&rsquo;s Choc Potato Chips N&rsquo; Cream &ndash; Creamy vanilla ice cream with salted caramel and crunchy chocolate-coated Mister Potato chips.</li>
<li>Oriental Kopi&rsquo;s Kaya Butter Toast &ndash; A take on the classic kopitiam breakfast, combining pandan kaya and brown butter ice cream with toast crumbs.</li>
<li>Secret Recipe&rsquo;s Chocolate Indulgence&reg; &ndash; Rich chocolate and creamy custard ice cream layered with chocolate hazelnut sauce and pieces of the iconic Chocolate Indulgence&reg; cake.</li>
<li>Thumbs&rsquo; Peanut Butter Jelly &ndash; Creamy peanut butter ice cream with ribbons of blueberry jam and peanut butter.</li>
<li>ZUS Coffee&rsquo;s Ube Latt&eacute; &ndash; Earthy ube ice cream swirled with chewy mochi bites, inspired by ZUS Coffee&rsquo;s popular Ube series.</li>
</ul>
Together, the nine limited-edition flavours put familiar Malaysian favourites into a completely different form, bringing everything from childhood snacks and kopitiam staples to popular local drinks into a single collection.
From Local Favourites To Ice Cream
<img src="https://r2.myc.my/dad46a91b1e3f1a3adf395fdef48806158b26ff04198546c89f3cd11cb3b48dd" />
Since its introduction in 2024, Lokal Legends has grown into one of Inside Scoop&rsquo;s most anticipated annual campaigns, with fans often guessing which brands will make the next lineup and sharing their wishlists online.
According to Inside Scoop Co-Founder Edmund Tan, the campaign is about celebrating the brands that have become part of the Malaysian experience.
He said the excitement surrounding each year's reveal reflects the strong connection Malaysians have with homegrown brands &mdash; from those they grew up with to those associated with family gatherings and everyday routines.
This year&rsquo;s partners share a similar sentiment, with each bringing a familiar product and story into an entirely different format. Secret Recipe Group CEO Patrick Sim revealed that the Chocolate Indulgence&reg; collaboration went through 13 different versions before arriving at the final recipe.
ZUS Coffee, meanwhile, is bringing its popular Ube flavour into ice cream after receiving an enthusiastic response to its Ube drinks last year.
A Supermarket Full Of Malaysian Nostalgia
&nbsp;<img src="https://r2.myc.my/a820827e6f756a8f4237eae3e1e80dfe327f827c7845af69565830fad72c9d5f" />
For 2026, Inside Scoop has taken the campaign beyond the flavours themselves with a supermarket-inspired concept.
Supermarkets are a familiar part of everyday Malaysian life, bringing together everything from breakfast staples and snacks to drinks and treats. Inside Scoop has recreated that experience through the Lokal Legends Supermarket, bringing all nine collaborations together under one roof.
For the campaign launch, the Inside Scoop outlet at Galeria SA Sentral was transformed into the themed supermarket. Visitors could explore dedicated brand aisles, learn more about the collaborations and sample the new flavours in an interactive setting.
The concept also gives the campaign a nostalgic feel, connecting the ice cream flavours with the products and brands Malaysians might usually find while doing their weekly grocery shopping.
Get All Nine In One Box
<img src="https://r2.myc.my/6c299b7d32adedd9dc5441802b89b8e684ae33ef8c04fcfe308a3e8a4fe2c556" />
For those who want to try the entire collection, Inside Scoop is also offering a 9-Scoop Party Pack, featuring all nine Lokal Legends flavours in one box.
The set comes with an exclusive Lokal Legends Ice Cream Passport and sticker pack, allowing fans to collect and celebrate each of the nine collaborations.
Whether it is a familiar childhood snack, a kopitiam breakfast staple or a favourite modern drink, the collection gives Malaysians a chance to revisit familiar flavours in a completely different form.
Lokal Legends 2026 is now available at participating Inside Scoop outlets nationwide from 10 August 2026, for a limited time.
&nbsp;
*Sources: Visual and Reference Credits to Social Media &amp; various cross-references for context.
FOMO much? Follow our&nbsp;<a style="color: #ff0000;" href="https://www.facebook.com/mycclub/">Facebook</a>&nbsp;and&nbsp;<a style="color: #ff0000;" href="https://www.instagram.com/myc_news/?hl=en">Instagram</a>&nbsp;for more updates.

Nine Malaysian icons, one very sweet collab! 🍦

9bd380582fc45bbf6208ce1a8be5d3f8a176efaf4f536dd334af1a25057d98a7

Inside Scoop Brings Nine Malaysian Brands Together For Lokal Legends 2026

Khairul Aming is once again giving his fans a chance to experience a holiday of a lifetime, with five lucky buyers of his latest product set to win an all-expenses-paid trip to the breathtaking Dolomites in Italy.
The popular entrepreneur and content creator announced the special giveaway in conjunction with the launch of his newest product, Sambal Nyet Bilis, continuing his tradition of rewarding loyal customers with memorable experiences rather than just product giveaways.
Following the success of his previous fan trip to New Zealand, Khairul Aming revealed that this year&rsquo;s winners will be taken on an adventure across Europe, with each winner also allowed to bring along a plus one.
Five Fastest Sambal Nyet Bilis Buyers To Win Italy Trip
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According to Khairul Aming, the five fastest customers who purchase five bottles of Sambal Nyet Bilis during the product launch will secure a place on the exclusive trip.
The sale will begin during his TikTok Live session on Friday, 7 August 2026, at 9pm, where fans will have the opportunity to purchase the new sambal directly.
However, participants will need to take note of the payment requirements. Only purchases completed through DuitNow or FPX online banking will be eligible for the giveaway.
Payments made through debit cards, credit cards, e-wallets or PayLater services will not qualify for the competition.
The five selected winners will also be able to bring a companion, bringing the total number of travellers to 10 people. Khairul Aming confirmed that the entire trip will be fully sponsored, subject to the giveaway&rsquo;s terms and conditions.
Fans To Explore Venice, Verona And The Dolomites
&nbsp;<img src="https://r2.myc.my/e08ad64eddfe4a1145c1e397fd32fe2b7175313fb192c8b9c75197a27ed3a508" />
The winners will travel to Italy in October, beginning their journey at Venice Marco Polo Airport.
The group will first spend time exploring Venice before continuing their journey by road to Verona, a historic city known for its cultural landmarks and connection to the famous Romeo and Juliet story.
From there, the trip will continue to its main destination &mdash; the Dolomites mountain range in northeastern Italy.
Known as one of Italy&rsquo;s most beautiful natural attractions, the Dolomites are famous for their dramatic mountain peaks, crystal-clear lakes and stunning landscapes that attract travellers from around the world.
Khairul Aming shared that the itinerary will include various outdoor activities, particularly hiking and exploring the mountainous surroundings.
He also reminded potential winners that the trip will involve plenty of walking and physical activities, encouraging participants to prepare themselves before joining the adventure.
Continuing A Tradition Of Giving Back To Fans
<img src="https://r2.myc.my/fb0092766586284cf8a0c9fafd328e24a8b9ed18dd27dfd32b11583369eaf975" />
This is not the first time Khairul Aming has organised a special travel experience for his supporters.
Last year, he brought five lucky winners from his Rendang Nyet Berapi giveaway on a fully sponsored trip to South Island, New Zealand.
The trip included a variety of unforgettable experiences, including hiking around scenic mountain areas, a helicopter ride to snowy peaks, lakeside picnics, stargazing sessions, a cruise, farm visits and cooking sessions with Khairul Aming himself.
Reflecting on last year&rsquo;s winners, Khairul Aming highlighted that the competition was open to everyone, with winners coming from different backgrounds.
Among them were a dentist, a retired soldier and a student, proving that anyone had a chance of winning regardless of their profession or lifestyle.
The announcement of the Italy trip quickly attracted attention online, with many fans jokingly offering themselves as potential plus ones for anyone who manages to secure a winning spot.
Sambal Nyet Bilis Brings A New Twist To Khairul Aming&rsquo;s Popular Range
&nbsp;<img src="https://r2.myc.my/a9831e6c7b324db498952a03c153ac6e2621418b486ee5220ef91ffe795e8805" />
Alongside the exciting giveaway, Khairul Aming is also preparing for the launch of Sambal Nyet Bilis, the latest addition to his successful sambal line.
The new product marks another milestone for the entrepreneur after the popularity of his original Sambal Nyet Berapi, which gained a strong following among Malaysian consumers.
Khairul Aming explained that Sambal Nyet Bilis was created to bring back the nostalgic flavours of traditional sambal, inspired by the taste and aroma of sambal commonly prepared by previous generations.
Compared to Sambal Nyet Berapi, the new version features additional ingredients including ikan bilis mata biru, green chilli and belacan, creating a richer and more traditional flavour profile.
He also advised customers not to be surprised by the amount of oil in the sambal, explaining that the product should be mixed thoroughly before consumption to ensure the ingredients are evenly combined.
Sambal Nyet Bilis will be sold at RM15.99 per bottle, with each bottle weighing 180g.
More Than Just A Product Launch
With a new sambal flavour, a TikTok Live launch and the opportunity to travel to Italy with Khairul Aming himself, the Sambal Nyet Bilis launch is expected to attract huge interest from fans.
The giveaway also reflects Khairul Aming&rsquo;s approach of building a strong connection with his audience by creating experiences that go beyond traditional brand promotions.
For lucky buyers, purchasing five bottles of sambal could potentially turn into a once-in-a-lifetime journey through one of Europe&rsquo;s most scenic destinations &mdash; alongside one of Malaysia&rsquo;s most recognisable entrepreneurs.
&nbsp;
*Sources: Visual and Reference Credits to Social Media &amp; various cross-references for context.
FOMO much? Follow our&nbsp;<a style="color: #ff0000;" href="https://www.facebook.com/mycclub/">Facebook</a>&nbsp;and&nbsp;<a style="color: #ff0000;" href="https://www.instagram.com/myc_news/?hl=en">Instagram</a>&nbsp;for more updates.

Forget ordinary giveaways. Khairul Aming is sending five lucky fans and their plus-ones to Italy for the launch of his new Sambal Nyet Bilis.

26bd4aa1d826cf1955be2e97f7b4b24213db7de44f39ab9ea1a0b35ee05c42cd

Khairul Aming Offers Fans A Trip To Italy With Sambal Nyet Bilis Launch Giveaway!

Malaysian entrepreneur and content creator Khairul Aming has officially introduced Sambal Nyet Bilis, the fourth product under his RASAPOP brand and his first new sambal in six years. Set to launch this Friday, the highly anticipated product promises a bolder flavour profile while continuing the entrepreneur's commitment to supporting local farmers, fishermen and manufacturers.
The launch comes despite recent issues surrounding the leak of his personal information, with Khairul choosing to remain focused on expanding his business and introducing what he describes as his biggest product release to date.
A New Chapter For The Sambal Nyet Series
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Since launching the original Sambal Nyet Berapi in 2021, Khairul Aming has built one of Malaysia's most successful local food brands. The range later expanded with Dendeng Nyet Berapi and Rendang Nyet Berapi, but fans have been waiting six years for an entirely new sambal.
Now, that wait is over.
According to Khairul, Sambal Nyet Bilis offers a completely different flavour from its predecessor, featuring a richer recipe with more ingredients and a spicier, more aromatic taste.
Unlike the original Sambal Nyet Berapi, which relies heavily on red chillies, the new recipe uses 75% green chillies and 25% red chillies, creating a gentler yet more fragrant heat while maintaining its signature kick.
Fresh anchovies are the star ingredient, complemented by tomatoes, kaffir lime leaves and belacan to produce a sambal inspired by traditional Malaysian flavours.
Personally Sourcing Ingredients Across Malaysia
<img src="https://r2.myc.my/b2e0d5140bff7bfa5eb1c9a27de75dab611d1cdf15869000f0233678871ce802" />
One of the highlights of the launch was Khairul Aming documenting his journey across Malaysia to source the best local ingredients personally.
Rather than simply purchasing raw materials, he travelled to Setiu, Terengganu, where he joined local fishermen out at sea to witness first-hand the demanding process of catching fresh anchovies. He explained that the experience gave him a greater appreciation for the hard work involved in producing what many Malaysians often consider an everyday ingredient.
He also visited chilli farms in Banting, Selangor, learning directly from local farmers about cultivating high-quality chillies before selecting those best suited for the new sambal recipe.
The approach reflects Khairul's continued emphasis on working closely with Malaysian suppliers while highlighting the people behind the country's food industry.
100% Malaysian From Farm To Factory
&nbsp;<img src="https://r2.myc.my/843b5b86712a42958eed65b7e6cc89059b3680770e8a18f1410e22732f2fc949" />
Khairul also revealed that every stage of production remains entirely local.
After sourcing ingredients from around the country, Sambal Nyet Bilis is produced at RASAPOP's manufacturing facilities in Kota Bharu, Kelantan, where all processes&mdash;including quality control, cooking, bottling, packaging and distribution&mdash;take place under one roof.
The company now operates three factories capable of producing more than 12,000 bottles daily, while providing employment for around 100 local workers.
Describing the product, Khairul said it is:
"Inspired by local flavours, made using local ingredients, produced by local people for the world to enjoy."
Biggest Product Launch Yet
&nbsp;<img src="https://r2.myc.my/a051f1790de6750c34cc7066496f82429b85b0da0c80819fd3ae4fd86f4330ae" />
Khairul Aming has described the upcoming release as the largest product launch since he started his business.
The first sales batch will consist of 125,000 bottles, all of which will be released during a special TikTok LIVE session on:
<ul>
<li>Date: 7 August 2026 (Friday)</li>
<li>Time: 9.00pm</li>
<li>Platform: Khairul Aming's TikTok LIVE</li>
</ul>
Pricing has yet to be announced, with further details expected before launch day.
Given the overwhelming response to previous Nyet products, many fans are expecting the new sambal to sell out quickly.
Building On Six Years Of Success
Khairul Aming first became a household name through his cooking videos, particularly his annual "30 Hari 30 Resepi" Ramadan series, before successfully turning his popularity into one of Malaysia's fastest-growing food brands.
His original Sambal Nyet Berapi went on to sell millions of bottles, making it one of the country's most recognisable locally developed food products.
With Sambal Nyet Bilis introducing a fresh flavour profile while maintaining the brand's commitment to Malaysian ingredients and manufacturing, Khairul hopes to offer fans something new while continuing to support local communities across the supply chain.
Those hoping to be among the first to try the latest addition to the Nyet family should mark 7 August on their calendars, when 125,000 bottles go on sale during Khairul Aming's TikTok LIVE launch.
&nbsp;
*Sources: Visual and Reference Credits to Social Media &amp; various cross-references for context.
FOMO much? Follow our&nbsp;<a style="color: #ff0000;" href="https://www.facebook.com/mycclub/">Facebook</a>&nbsp;and&nbsp;<a style="color: #ff0000;" href="https://www.instagram.com/myc_news/?hl=en">Instagram</a>&nbsp;for more updates.

From one sambal to four products. Khairul Aming’s latest Sambal Nyet Bilis is made with locally sourced ingredients from across Malaysia.

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Khairul Aming Unveils New Sambal Nyet Bilis, His Biggest Product Launch Yet!

Local fast-food chain Ahmad's Fried Chicken has officially rebranded as Ahmad's HotChicken, unveiling a refreshed identity alongside one of its boldest moves yet &ndash; the appointment of an "AI CEO" to help manage the business.
The announcement has quickly attracted attention online, with the company claiming to be among the first fast-food brands in Malaysia to integrate artificial intelligence into such a senior leadership role.
AI To Support Operations And Business Decisions
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According to Ahmad's HotChicken, the AI CEO will assist with day-to-day operations, marketing, data analysis and strategic decision-making, allowing the company to respond more quickly to market trends and customer needs.
The brand said artificial intelligence will help it make faster, data-driven decisions while enhancing the overall customer experience.
"AI technology enables us to work faster, make decisions based on data and continuously improve the customer experience. It is part of Ahmad's direction to build the fast-food brand of the future," the company said.
While the announcement refers to an "AI CEO", the company has not disclosed exactly which AI system is being used or how much authority it has within the organisation.
Based on the company's statement, the AI appears to function more as a digital executive assistant or decision-support system rather than replacing a human chief executive entirely.
At the time of writing, Ahmad's HotChicken has yet to provide further technical details on how the AI will operate.
More Than Just A Name Change
<img src="https://r2.myc.my/fbdc91966940ed1fe8279fe04c9da09d1c7ed4bb933275264210c2bd2f54c0cb" />
The rebranding goes beyond a new logo and name.
Ahmad's says it has rebuilt the brand from the ground up, refreshing its menu, recipes, customer experience and overall identity to create what it describes as a more modern and distinctive spicy fried chicken brand.
One of the biggest additions is its new "5 Levels of Heat" system, allowing customers to customise the spiciness of their meals. The heat scale ranges from Scaredy Cat for those who prefer no spice, followed by Low Key, Mid, Nocap Hot, and finally Reaper, which uses the famously fiery Carolina Reaper chilli.
The chain said the idea is to let customers choose a spice level that best suits their own tolerance rather than offering a one-size-fits-all experience. Alongside its fried chicken, Ahmad's HotChicken has also introduced new menu items, including Signature Mac &amp; Cheese, made with three types of cheese and topped with crispy beef bacon.
Some customers have also noticed that several promotional visuals and menu graphics appear to have been generated using AI, although the company has not officially confirmed this.
More Than 40 Outlets Across Malaysia
<img src="https://r2.myc.my/648c43a281ba57c442b4355c97a3e01c0b2f52aa58c9465e11b632de94751a76" />
The rebranded chain currently operates more than 40 outlets across Peninsular Malaysia as well as Sabah and Sarawak.
The company also has ambitions to continue expanding both locally and internationally as part of its long-term growth strategy.
AI In The CEO's Office Is Still Rare
Although artificial intelligence is becoming increasingly common in customer service and business operations, appointing an AI to a leadership role remains highly unusual.
One of the best-known examples is Dictador Europe, a Polish spirits company that introduced an AI-powered robot named Mika as its CEO in 2023.
Meanwhile, Hong Kong-based gaming and education technology company NetDragon Websoft appointed an AI-powered virtual executive called Tang Yu to oversee organisational management, workflow automation and data-driven business processes.
Whether Ahmad's HotChicken's AI CEO will have a similarly significant role remains to be seen, but the move highlights how Malaysian businesses are beginning to experiment with artificial intelligence beyond traditional customer-facing applications.
&nbsp;
*Sources: Visual and Reference Credits to Social Media &amp; various cross-references for context.
FOMO much? Follow our&nbsp;<a style="color: #ff0000;" href="https://www.facebook.com/mycclub/">Facebook</a>&nbsp;and&nbsp;<a style="color: #ff0000;" href="https://www.instagram.com/myc_news/?hl=en">Instagram</a>&nbsp;for more updates.

New name, new identity, and an AI-powered “CEO”? Is this the future of the F&B industry? 

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