RECOGNISING the growing demand for versatile products that perform well on e-commerce platforms like TikTok Shop—particularly after the repeated sell-out success of his viral sambal—Khairul Aming plans to release a new product in August this year.
He shared that this move followed his effort to strengthen his personal branding beyond cooking. After a decade in the industry, he realised the importance of exploring other opportunities, particularly affiliate initiatives, which have proven beneficial for him.
"The new product will be designed to be more marketable through affiliate creators, not just on TikTok Shop but also other platforms,” he said, adding that it would be more impactful than his previous hit, Khairul Aming Sambal Nyet.
He is currently renovating his third factory, which is expected to be ready in time for the product launch.
"In August, or perhaps in the third quarter of this year, we plan to introduce another product—bringing the total to three. We're also expanding to include more affiliate-based products. As someone who is also an affiliate, I know how important it is for a product to be shared and promoted by others.
"Instead of only me selling the product, we’ll have other creators promoting it too," he said.
Beyond affiliating, cooking content, and livestreaming—which recently earned him the Top Livestreamer award at the TikTok Shop 2025 Raikan Raya event—Khairul is also focusing on growing his younger audience by creating humorous content. He noted that light-hearted posts on his second TikTok and Instagram accounts have attracted new followers.
"This year, if you haven’t noticed, I created a second account. It brought in new, younger followers, which was what I aimed for. It gives off a different vibe than just me cooking,” he said.
"My second account focuses more on random, entertaining videos and also uplifting small local sellers.”
Khairul also revealed that moving forward, he would limit his cooking content to the Ramadan month. Outside of that period, he would post a variety of content, such as travel videos and livestreams in rural settings, featuring local villagers—preparing and selling traditional food.
He hoped that community-driven stories would resonate with his audience.
"I want to do it with the people. Our content will be more community-focused rather than just about me,” he said, adding that he also planned to incorporate healthy recipes from time to time.
This followed a recent episode during last Ramadan where his cooking content received criticism from a health expert, Dr Rafidah Abdullah, for being unhealthy.
On maintaining his mental health, Khairul acknowledged that receiving hate and criticism was part of the industry. He emphasised the importance of staying grounded while being open to constructive feedback.
"I’m used to the hate—not in a way that silence means I condone cyberbullying—but because over time, you learn how to handle it better,” he said.
He concluded by highlighting the importance of staying relevant as an online creator, which he considered his "secret recipe” for lasting success.
"You need to stay relevant for a long time. Having been in this industry for almost 10 years, I’ve learned that it’s important to always come up with fresh ideas and strategies,” he said.