Khairul Aming has once again shown why he is one of Malaysia’s most successful content creators turned entrepreneurs. His latest product, Sambal Nyet Bilis, generated RM2 million in sales in under two minutes, with 150,000 jars sold out in just one minute and 54 seconds during a TikTok Shop livestream on 7 August 2026.
The launch generated RM3.5 million in sales and attracted a record peak audience of 388,000 viewers. It was broadcast from Level 118 of Menara Merdeka Maybank, making it one of his biggest product launches yet.
However, those 114 seconds of sales did not happen overnight.
Behind the record were six years of customer trust, six months of product development, two months of content production and more than a month of launch preparations.
Here are three reasons why the launch became such a major success.
1. Sambal Nyet Bilis Had An Audience Before Its Launch
Before Khairul Aming became known for Sambal Nyet, Malaysians were already following him for his cooking videos and popular Ramadan content.
Over the years, he consistently shared useful, entertaining and relatable content. This helped him build a large community that trusted his personality, work and recommendations.
Therefore, when he introduced Sambal Nyet Bilis, he did not have to start looking for customers from zero.
He was selling to an audience that had already followed his journey for years.
The new product also benefited from the strong reputation of his earlier products. It is the second sambal under the brand, following Sambal Nyet Berapi, which has been in the market for six years.
Products such as Dendeng Nyet Berapi and Rendang Nyet Berapi had also strengthened customers’ confidence in the brand.
This meant customers were not taking a chance on an unfamiliar business. They already knew the Sambal Nyet name and had certain expectations about its quality.
However, this trust also created pressure.
Khairul Aming admitted that developing Sambal Nyet Bilis was challenging because Sambal Nyet Berapi had already set high expectations. After six years without a second sambal, customers naturally expected something different.
2. Sambal Nyet Bilis Was Sold Through A Story
Khairul Aming did not promote the product by simply showing a jar of sambal and asking people to buy it.
Instead, he brought customers into the product development journey.
As part of the research process, he went out to sea with fishermen in Setiu, Terengganu, to understand how anchovies are caught and the challenges faced by those supplying them.
The experience gave him a new appreciation for ikan bilis, an ingredient commonly found in Malaysian homes.
“After I shared a video showing how difficult it is to catch anchovies, people commented that they would never throw them away when eating. This shows that they are beginning to value anchovies more,” he said.
By sharing the fishermen’s story, Khairul Aming turned an ordinary ingredient into something more meaningful.
Customers were not only introduced to the taste of Sambal Nyet Bilis. They also learned about the difficult journey involved in bringing anchovies from the sea to their dining tables.
This gave the product an emotional connection that a normal advertisement might not have achieved.
Instead of repeatedly promoting its taste and features, Khairul Aming gave audiences a reason to care about the people and processes behind the product.
3. The Sambal Nyet Bilis Launch Became A Major Event
The launch was not treated like an ordinary product announcement.
It included teaser videos, behind-the-scenes content, a countdown and a large TikTok Shop livestream from Level 118 of Menara Merdeka Maybank.
The choice of location gave the event a sense of scale and excitement. It also represented how far a Malaysian brand built through social media had grown.
During the livestream, sales reportedly passed RM2 million in under two minutes before reaching a final reported total of RM3.5 million.
The session attracted a peak audience of 388,000 viewers and reportedly received more than 100 million likes.
For many viewers, the livestream was no longer just a place to purchase Sambal Nyet Bilis. It became an online event they wanted to watch and experience together.
Customers also helped promote the launch themselves.
Many shared screenshots and social media posts about waiting for the product, successfully checking out or missing their chance after it sold out.
These posts created social proof. When people saw thousands of customers rushing to buy the same product, it increased curiosity and made the launch even more exciting.
The fear of missing out also encouraged customers to act quickly, contributing to the rapid sell-out.
Six Months Of Work
Although the products disappeared in less than two minutes, preparing them took several months.
Khairul Aming said the team spent six months on research and development, around two months on production and video shoots, and more than a month preparing for the launch.
During the final week, he reportedly slept for only around two hours each night as the team worked to ensure everything ran smoothly.
The preparation helped customers understand the product before it became available. By launch night, the audience already knew its story, ingredients and development journey.
This created strong demand even before the first jar was sold.
What Comes Next?
Despite the record-breaking launch, Khairul Aming remained careful about declaring the new product a complete success.
“It may have sold out, but the feedback is still to come. So, we have to be ready,” he said.
His response highlights the difference between creating a successful launch and building a sustainable product.
Marketing, storytelling and customer loyalty can generate the first purchase. However, taste, quality and customer satisfaction will determine whether people return to buy another jar.
Selling 150,000 jars in 114 seconds was an extraordinary achievement. But the deeper business lesson lies in everything Khairul Aming did before the countdown began.
He spent years building an audience, created a meaningful story around the product and turned the launch into an event that hundreds of thousands of Malaysians wanted to join.
Sambal Nyet Bilis sold out in less than two minutes, but the foundation behind that success took years to build.
Sources: 1| 2| 3
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