According to Ethan, it's not as simple as sending a bunch of pallets over to the supermarket and letting it sell itself. In a new market people don't know your brand, so you have to invest time and money into how people will hear about it — especially for a premium product at a premium price point, like in Malaysia where the chilli oil might cost three times as much as a locally made one.
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Umami Papi set up sampling booths and ran promos and live activations — things they hadn't done much of in Australia, where they relied more on the internet and word of mouth. It also means speaking to the locals, understanding what they like and respond well to, since dishes that pair well with the product in Australia might feel strange to local tastes elsewhere.