Applecrumby® and Hock Kee Kopitiam, two prominent Malaysian brands, have officially launched a month-long strategic collaboration titled “Celebrate Every Crumby Moment” to honor Mother’s Day throughout May 2026. Available at 20 Hock Kee outlets nationwide from 1 to 31 May, this partnership blends a beloved local culinary tradition with premium family care.
The centerpiece of the campaign is a limited-edition pink egg tart box designed as a tribute to mothers, which comes with a practical gift of 3,000 complimentary Applecrumby® premium honey wipes for customers who purchase a set of six egg tarts. This gesture aims to provide a “sweet treat” while offering a handy solution for the small, messy moments that often accompany family outings.
The collaboration is deeply rooted in the shared values of both brands, focusing on the beauty of simple, everyday family experiences. Jesmine Tan, Co-Founder of Applecrumby®, highlighted that the partnership is a reminder to parents that even the smallest moments are worth cherishing, while Nick Ng, Founder of Hock Kee Kopitiam, emphasized the power of food in bringing people together.
To enhance the festive atmosphere, the campaign features in-store experiences including special appearances by “Friends of Applecrumby®” plushies dressed in customized Hock Kee aprons. The box design itself is inspired by the character Trudy Hopps, creatively incorporating coffee and wipes to symbolize the union of Hock Kee’s nostalgic dining and Applecrumby®’s commitment to family well-being.
In addition to the in-store promotions, the campaign includes an interactive social media giveaway where customers stand a chance to win one of 18 limited-edition dressed plushies by engaging with campaign posts. The initiative is being rolled out across a wide range of locations, including major hubs such as The Gardens Mall, Bukit Bintang City Centre, Bangsar South, and various outlets across Shah Alam, Klang, Johor, and Ipoh.
Beyond the physical outlets, the brands are offering digital incentives with exclusive promo codes for the Applecrumby® website, providing discounts for both new and existing users to ensure the celebration of Mother’s Day reaches families both in person and at home.
