Perhaps because we’re closing on winter’s end and longing to
warm up in spring but it seems like everyone is talking about sriracha these
days. I’ve written lots about it on VWK, with tastings of various kinds, a DIY sriracha
recipe, as well as recipes using the Thai hot sauce. But it continues to gain
momentum, particularly the Rooster brand made by Huy Fong in the United States.
Dare I say it, yes I will, sriracha has gone mainstream.
ran a terrific in-depth article late last month on the remarkable success of
the Rooster sriracha. The company uses no advertising, has no Twitter handle or
Facebook page. The owner is Vietnamese-American David Tran. While I was happy
to see an Asian-American food business article in a national publication, I
noted that the sriracha was compared to other hot sauces, such as Tabasco and
Cholula. Why wasn’t it compared to other kinds of Thai sriracha hot sauces? That
would have been a more level playing field.
I’ve had sriracha on my mind because I’d been savoring Thai-made
Sriraja Panich, prepared from the original recipe. It’s fabulously good and
interesting tasting, as I mentioned in an article on sriracha
myths, truths, and confusion. When the US distributor read the VWK post, it
sent me a few bottles. I didn’t know that Sriraja Panich was sold Stateside. Aside
from 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’s
website 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 the
kick-off. BA also did a follow-up on their popular article on 25 ways to use
sriracha with 25
NEW 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 origin
of sriracha, how Thais eat and use it, and why it has taken so long for the
original Thai version to be well known in the United States. If you’re
business-minded, the BusinessWeek story
is illuminating and fascinating.
If you just want to cook or explore sriracha, check these
- Help with 3 Indonesian Hot Sauces
- Sriracha Taste-Off: Vietnam vs. Thailand
in Rooster Sauce
Sriracha Myths, Truths, and Confusion
Sriracha Chile Sauce recipe
okra and sriracha
What’s your favorite way
to use sriracha? Please don’t say that squirt it directly into a bowl of