We begin this year’s series of Q&A features by talking to Ethan Yong, the entrepreneur behind the chilli oil brand UmamiPapi. Ethan first developed his chilli oil during his breaks and after work hours when he was working as an analyst. The chilli oil was well received at work, which encouraged him to quit his job and build a business out of his chilli oil formulation.
ISB: What inspired you to start UmamiPapi?
EY: Food and cooking have always been some of my greatest passions since I was young and chilli oil is something I’ve been making at home for many years. During the height of the COVID lockdowns in 2020, one of my friends posted an Instagram story of a chilli oil that he had bought. I replied saying that I thought it was a pretty good business idea and he told me that I should do it. The rest is history.
ISB: What makes UmamiPapi’s chilli oil unique among the other spicy condiments in the market today?
EY: UmamiPapi aims to bring you the versatile chilli oil you never thought existed. A modern take on traditional chilli oil that is so adaptable it can be lathered on almost anything. However, at the heart, UmamiPapi has such a strong community behind the brand which makes us stand out from the crowd. We believe that food is an embodiment of community and this business all started with the UmamiPapi audience. A community of people who believed in a product and were willing to give it a chance and continue to spread the word to their friends and family, without any self-gain.
ISB: What was the most challenging aspect for you in making that shift to entrepreneurship and how did you overcome it?
EY: To tell you the truth, when I started UmamiPapi I had no intention of becoming an entrepreneur. It began as a passion project, something I was doing for fun after work and on the weekends because I loved doing it. However, after seeing the rise in its popularity and receiving all the positive and constructive feedback from others, it gave me the drive and resilience to continue making it every weekend to see how far I could really take it.
ISB: How were you able to secure a distribution deal with Coles despite lacking investors and resources early on?
EY: In September 2021, I just moved into a new house and wanted to make salmon for lunch. I drove out to my local Coles and purchased a frying pan and some salmon. As I was speaking to the girl at checkout, she mentioned that it was their launch day for Coles Local Camberwell. After telling her about UmamiPapi, she suggested I should speak to the head of Coles Local who happened to be in store. I approached him and gave him jars that I always kept in the car for any potential opportunities and the rest is history.
ISB: How do you see UmamiPapi developing in the next couple of years?
EY: We have plans to expand globally and introduce a new product line which is quite exciting. Our current production facility is now too small, so we are looking to acquire or build a new facility in the next 12 months so that we can upscale. Stay tuned.
ISB: What is the most invaluable lesson you’ve learned in your business journey that aspiring entrepreneurs should also take to heart?
EY: You will never have all the answers because there’s no guidebook and you don’t have a boss that you can ask for help. You have to figure it all out on your own, especially in the beginning. If you’re willing to stick it out and keep going, one day you might look back and realise you’ve built the business of your dreams.
