Ethan Yong
Founder, Umami Papi
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Umami Papi
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He Quit a Six-Figure Consulting Job to Sell Chilli Oil | Ethan Yong, Umami PapiAbout Umami Papi
Umami Papi is a Melbourne chilli oil brand founded by Ethan Yong, who developed the recipe during the city's 2020 lockdowns while working as a finance analyst and later left that job to run the business. Its crispy chilli oils are sold online and through Coles, which stocked the range in about 300 stores by 2023 and now ranges it nationally. In February 2026 the company said its products were also stocked by supermarket chains in Malaysia, Brunei, Dubai and the Philippines.
- Sector
- Condiments (chilli oil)
- Business model
- D2C and wholesale (condiments)
- Founded
- 2020
- Founders
- Ethan Yong
- Headquarters
- Melbourne
- Markets
- Australia, Malaysia, Brunei, Dubai, Philippines
- Customers
- Coles, Woolworths
Sources: umamipapi.com.au, menafn.com, retailworldmagazine.com.au
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Milestones.
- Launched in Melbourne during lockdownfoundr.com
- Launched in Coles Local storesfoodanddrinkbusiness.com.au
- Coles expanded range to 150 storesfoodanddrinkbusiness.com.au
- Stocked in about 300 Coles storesretailworldmagazine.com.au
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Spot something wrong? Suggest a correctionUpdated 29 October 2026
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