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« Asian Tofu Makes IACP Cookbook Award Finals |Main| Help with 3 Indonesian Hot Sauces »
March 05, 2013Sriracha Hot Sauce WeekPerhaps because we’re closing on winter’s end and longing towarm up in spring but it seems like everyone is talking about sriracha thesedays. I’ve written lots about it on VWK, with tastings of various kinds, a DIY sriracharecipe, as well as recipes using the Thai hot sauce. But it continues to gainmomentum, particularly the Rooster brand made by Huy Fong in the United States.Dare I say it, yes I will, sriracha has gone mainstream.
BusinessWeek magazineran a terrific in-depth article late last month on the remarkable success ofthe Rooster sriracha. The company uses no advertising, has no Twitter handle orFacebook page. The owner is Vietnamese-American David Tran. While I was happyto see an Asian-American food business article in a national publication, Inoted that the sriracha was compared to other hot sauces, such as Tabasco andCholula. Why wasn’t it compared to other kinds of Thai sriracha hot sauces? Thatwould have been a more level playing field.
I’ve had sriracha on my mind because I’d been savoring Thai-madeSriraja Panich, prepared from the original recipe. It’s fabulously good andinteresting tasting, as I mentioned in an article on srirachamyths, truths, and confusion. When the US distributor read the VWK post, itsent me a few bottles. I didn’t know that Sriraja Panich was sold Stateside. Asidefrom getting the Thai hot sauce, I got to query the distributor about sriracha (pronounced "see-rah-shah" per my Thai friend Pim, who corrected the distributor's "see-rah-jah"; in the end, Thai native and linguist Leela noted that "see-rah-chah" works best.).Bon Appetit (BA) magazine’swebsite is doing a major focus on Sriracha and Asian hot sauces this week. My piece on the original sriracha was published today as part of thekick-off. BA also did a follow-up on their popular article on 25 ways to usesriracha with 25NEW ideas for using sriracha.
Take a read of the original Sriraja Panich article on Bon Appetit's site for some interesting bits of knowledge on the originof sriracha, how Thais eat and use it, and why it has taken so long for theoriginal Thai version to be well known in the United States. If you’rebusiness-minded, the BusinessWeek storyis illuminating and fascinating.
If you just want to cook or explore sriracha, check theseposts out:
Help with 3 Indonesian Hot SaucesSriracha Taste-Off: Vietnam vs. ThailandPreservativesin Rooster SauceTacklingSriracha Myths, Truths, and ConfusionHomemadeSriracha Chile Sauce recipeSrirachacabbage slawSrirachacrab rangoonDeviledcrab rangoonGrilledokra and sriracha
What’s your favorite wayto use sriracha? Please don’t say that squirt it directly into a bowl ofpho... ;-)
Posted in Asian Food Culture, Asian Ingredients, Viet Food in Media, Viet Food News, Vietnamese Culture | Permalink | |
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Comments Sriracha Hot Sauce WeekPerhaps because we’re closing on winter’s end and longing towarm up in spring but it seems like everyone is talking about sriracha thesedays. I’ve written lots about it on VWK, with tastings of various kinds, a DIY sriracharecipe, as well as recipes using the Thai hot sauce. But it continues to gainmomentum, particularly the Rooster brand made by Huy Fong in the United States.Dare I say it, yes I will, sriracha has gone mainstream.
BusinessWeek magazineran a terrific in-depth article late last month on the remarkable success ofthe Rooster sriracha. The company uses no advertising, has no Twitter handle orFacebook page. The owner is Vietnamese-American David Tran. While I was happyto see an Asian-American food business article in a national publication, Inoted that the sriracha was compared to other hot sauces, such as Tabasco andCholula. Why wasn’t it compared to other kinds of Thai sriracha hot sauces? Thatwould have been a more level playing field.
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