Press & TV

August 14th 2020: Tastes Like Summer Vacation: Travel Through Dinner Tonight


 

Thursday, August 6th 2020: Episode 135 – Auria Abraham: Auria’s Malaysian Kitchen


 

April 20th 2020: The 52 Canned Goods (From Cockles to Corn) Chefs Keep in Their Pantries


 

April 20th 2020: 5 Women Who Courageously Changed Careers


 

January 28th 2020: A Way to Go – Episode 9: Tasting Malaysian Culture on Your Tongue, with Auria Abraham


 


 

December 18th, 2019: Category Spotlight – Hot Sauces Go Global

“The increased consumption of Asian and Mexican-style foods, coupled with a growing immigrant population and the increased familiarity of global regional cuisines, has facilitated the market for the growth and demand of new and innovative products, especially those with traits such as organic and non-GMO.

“We are starting to move away from extreme heat and sweet-spicy sauces like sriracha are waning. The focus is shifting toward fermented flavors like those seen in Korean-inspired gochujang, Indian and South East Asian-influenced sauces, and those that impart umami flavors.”


 

January 2020 Being Authentic: A Q & A with Auria Abraham of Auria’s Malaysian Kitchen


 

September 30th, 2019 10 Creative Malaysians and Why The World Loves Them

“Auria Abraham’s sambal empire in New York was borne out of homesickness for Malaysian food. Her craving for spices led her to start Auria’s Malaysian Kitchen.”


 

August 20th, 2019: Inside Priya Krishna’s Kitchen  (Video)


 

June 18th, 2019: Tatiana Bautista has a great conversation with Auria Abraham, the supercool woman behind Auria’s Malaysian Kitchen (Podcast)


 

May 27th, 2019 This Jarred Sauce Changed Our Grain Bowls For Good – Healthyish

“Yet occasionally, a condiment comes along that’s like a black hole, compressing physics-defying amounts of flavor in a tiny package. Such is the case with Auria’s Kitchen sambal sauces.”


 

February 6th, 2019 How Auria Abraham Became NYC’s ‘Sambal Lady’

“With the help of her mom, Abraham packed Malaysian ingredients in her suitcase when she first moved to Boston. She brought curry powders, chilli powder, ikan bilis (Malaysian fried anchovies), dried shrimp, belacan (shrimp paste), cinnamon bark, cardamom, cloves, cumin, fennel seed, turmeric, fenugreek, mustard seeds, and soy sauce.”


 

January 18th, 2019 Why is America Still Sleeping on Malaysian Condiments?

“The line of sauces, which runs the gamut from lime leaf sambal to pandan kaya, can be found all over New York City, from Kalustyan’s to Blue Marble. Auria Abraham is at the helm of the business which has given a much overdue bump in recognition to the country’s cuisine.”


 

December 11th, 2018: Little Black Book: A Cook’s Tour of the Best Places to Eat in Malaysia

“We’ve been devouring Auria Abraham’s Malaysian sauces since we first tried them months ago. (There’s a a reason they’re in our holiday gift guide.) Hungry for more Malay cuisine, we asked founder Auria for her go-to list of places to eat.”


 

November 20th, 2018: Best Holiday Travel Gifts Under 50

“Add some spice to a weeknight dinner the easy way. This kit includes four award-winning, mom-inspired, 100-percent-natural sweet and savory blends.”


 

March 27th, 2018: Spread On the Splendor: Coconut Jam

“You could pay $7 for fancy, fussed-up toast at your local café. Or you could keep a jar of kaya, the Southeast Asian coconut jam, on hand to slather on toasted bread for instant luxury, anytime.”


 

Feb 22nd, 2016: Front Burner by Florence Fabricant – Coddled Eggs in Elegant Glass Vessels

“Breakfast in Malaysia is often a green spread slathered on grilled, buttered bread. It’s pandan kaya, a sweet coconut jam seasoned with intriguingly grassy-tasting tropical pandan (screw pine) leaves”.


 

Feb 1st,  2016 – Trends

“The toast trend that’s sweeping NY is great and everything, but we can’t exactly live on bread alone, can we? Which is why lately we have become pretty obsessed with spreads and jams that pack a flavor punch while perfectly complementing the bread. Our current favorites are the creamy, coconut Pandan Kaya from Auria’s Malaysian Kitchen…”


 

August 28th, 2015: Meat Your Match

“Home-cooked Malaysian grub from Flatbush’s Auria’s Malaysian Kitchen takes center stage, duly supported by an array of delicious fermented beverages. This is the Brooklyn-based writer and craft beer expert’s second beer dinner in the space, a speakeasy-style garden stashed deep in the heart of Brooklyn and run by a Malaysian Chef who practically oozes authenticity. “Chef Auria Abraham has started her own line of killer sambals, fiery and flavorful in equal measure,” explains Bernstein. “Her food has deep family roots, as legit as anything cooked in a Malaysian grandma’s kitchen.”


 

July 6th, 2015: Front Buner by Florence Fabricant – Condiments Galore At Fancy Food Show


 



July 1st, 2015: Culinary Trends Seen at Fancy Food Show (video)


 

June 26th, 2015: Cara Warren Explains Competitive Cheesemongering (video)


 

June 7th, 2015: Immigrant Entrepreneurs Fuel Local Food Frenzy

“Auria’s Malaysian Kitchen and confectionery sauce business Spoonable, both based in Brooklyn, and Staten Island-based City Saucery, are winners of Fancy Food Fellowships from the New York City Economic Development Corp. (NYCEDC) in conjunction with the Specialty Food Association.”


 

May 13th, 2015: Meet NYC Fancy Food Fellow Finalist: Auria Abraham


 

April 5th, 2015: What’s Tomb-Sweeping Got To Do With Spring Rolls?

“I consulted with Auria Abraham a few years ago on how to make this wrapper. Auria, who is from Malaysia, is a blogger and food entrepreneur marketing her wonderful spicy hot chili sambal to the adventurous foodies. Auria offered me her poh pia skin recipe, which is included below. I must admit that I have yet to master the making of this wrapper and am so envious when I observe Auria in the kitchen making them.”


 

March 19th, 2015: Season 3 Ep. 2 Mostly Vegetables (TV)


 

March 12th, 2015: Season 3 Ep.3 Mostly Fish (TV)


 

September 8th, 2014: Maria Cano, the Arepa Lady and Auria Abraham, the Sambal Lady discuss food entrepreneurism in NYC. Speaking through a translator, the two women note the importance of using their food businesses to create a legacy — both cultural and financial — for their children. (Podcast)


 

April 22nd, 2014 – Season 19, Ep 9: Chefs are challenged to make African peri peri rub work in their appetizer. (TV)


 

April 8th, 2014 – 10 NYC Food Artisans to Watch

“Studded with loads of fresh red chile seeds, cooking teacher Auria Abraham’s crazy delicious, fiery sambal has the slightest funk (in the best way), thanks to the addition of shrimp paste.”


 

March 5th, 2014 – Make This Meal: Malaysian Jumbo Shrimp Sambal with Garlicky Greens

“We’ve recently become obsessed with Malaysian cuisine, thanks in no small part to a delicious, home-cooked meal by Auria Abraham, who introduced us to the spicy, fishy, garlicky and all around delicious cuisine of her home country. Seeing a gap in the city’s Malaysian offerings, Abraham has been lighting up food events like Brooklyn Night Bazaar and the Malaysian Winter Market in Bryant Park, where she served over 2,000 people her Beef Rendang Sliders and Sweet & Spicy Ilkan Bilis.”


 

 

January 20th, 2014 – “Just like the stinkiest of French cheese have delicious flavors, this chili sauce definitely requires a little bit of an adventurous palate. With its chunky texture, sambal stands up well to the cooking process, so it can be added to soups, stews and braises without getting lost in other flavors. It’s also great spooned over anything you’re already adding hot sauce to, like eggs, rice and sandwiches.”


 

October 11th, 2013: Ditmas Park Celebrates Neighborhood Eats During “Cortelyou at Twilight” [PHOTOS]


 

Eating in Translation

Sept 2013 – “They tease you, these popiah (two for $7). As with other fresh spring rolls (fresh in the sense of not-deep-fried), their supple skins don’t quite conceal the pleasures inside. Watching yours in the making — the wheat-flour wrappers are painted with hoisin sauce and a homemade hot sauce, filled with carrot and jicama cooked in shrimp stock, and garnished with leaf lettuce, cilantro, and crispy shallots — only heightens the anticipation.”


 

March 2013 – “I headed there on day one intent on locating Auria (of Auria’s Malaysian Kitchen) since a FB friend had been posting mouth watering pics of her dishes for some time. I wound up waiting on line for 45 minutes to get a taste of  her spicy crab sliders, possibly the most sought after chow, and definitely the longest line.”


 

April 2011 – Joshua M. Bernstein writes about our first ever supper club in Flatbush, Brooklyn.

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