Hock Kee Kopitiam is honoured to represent the Malaysian coffee beverage brand featured under the Malaysia Pavilion at ITB China 2026 in Shanghai, one of China’s largest and most influential international travel trade exhibitions.
As part of the F&B partner of Tourism Malaysia, the participation marks a significant milestone not only for Hock Kee Kopitiam but also for Malaysian culinary identity, reflecting the growing role of homegrown brands in representing Malaysia on the international stage.
In its continued efforts to expand the local coffee line across Malaysia, Hock Kee Kopitiam has demonstrated its ability to present itself to a global audience under a narrative that celebrates Malaysian flavours, traditions, and community spirit. Its participation alongside Tourism Malaysia reflects more than just presence at an international exhibition; it reflects confidence in a Malaysian brand that has been tested, embraced, and validated by the market itself.
In today’s increasingly crowded F&B landscape, brands can achieve visibility quickly through advertising, social media exposure, and short-term campaigns. However, true brand strength is not built merely through visibility but through sustained consumer acceptance, repeat support, and genuine emotional connection.
Hock Kee’s journey has been built differently. Rather than relying solely on momentary attention, the brand has grown organically through real dining experiences, repeat customers, and communities who continue returning for familiar flavours and meaningful experiences. It is growth shaped by actual market demand and customer trust, earned one table, one family, and one community at a time.
Among the many kopitiam concepts introduced in recent years, only a small number evolve beyond trends into brands that genuinely become part of people’s everyday lives. This is what makes Hock Kee a notable Malaysian kopitiam brand.
Founded in Johor Bahru in 2018, Hock Kee Kopitiam has grown into one of Malaysia’s most recognised modern kopitiam brands, redefining the traditional kopitiam experience through nostalgic local flavours, contemporary dining experiences, and a strong Muhibbah spirit embedded within its brand DNA.
Today, Hock Kee represents more than just a restaurant brand. It represents a uniquely Malaysian experience where food becomes a cultural bridge connecting people from different races, cultures, backgrounds, and generations around the same table.
As Visit Malaysia 2026 gains momentum, food continues to play an increasingly important role in tourism experiences. Beyond destinations and landmarks, many visitors remember Malaysia through its flavours, coffee shop culture, and the warmth of shared dining experiences. Increasingly, Malaysian kopitiam culture itself has become part of the country’s tourism identity.
Held annually in Shanghai, ITB China gathers tourism boards, international travel businesses, investors, media organisations, and industry leaders from across the world, serving as one of Asia’s most important platforms for tourism partnerships and destination promotion.
Through ITB China 2026, Hock Kee aims to bring Malaysia’s kopitiam culture to a wider international audience while showcasing how local brands can evolve beyond commercial businesses into cultural storytellers and tourism ambassadors.
During the event, Hock Kee showcased authentic Malaysian flavours through its signature coffee products, including the newly launched Hock Kee Durian White Coffee, which drew encouraging interest and positive responses from participants and international visitors. The overall reception at ITB China 2026 was highly encouraging, reflecting a growing appreciation for Malaysian kopitiam culture and homegrown coffee innovations among international audiences.
Founder Nick Ng, who personally attended the exhibition in Shanghai, shared that the invitation reflects growing international interest in authentic Malaysian experiences and homegrown brands carrying strong Malaysian identity.
“We are deeply honoured to represent Malaysia at ITB China and this recognition goes beyond Hock Kee. It reflects growing appreciation for Malaysia’s food culture, our kopitiam heritage, and the stories behind them.”
Nick Ng, Founder of Hock Kee (2nd from the left), and (from right) Lee Hui Sing, Group Operations Manager; Jamie Au, Group Business Development; Chong Shun Juan, Group Operations Manager.
“Hock Kee has always carried the spirit of Muhibbah through food. Around one table, people from different backgrounds can gather, connect, and experience what Malaysia truly feels like. We hope this opportunity allows more people around the world to discover not just Hock Kee, but Malaysia itself,” said Nick.
Earlier this year in March, Hock Kee was also invited to Changsha, Hunan, China, to participate in the launch of “Let’s Go Malaysia”, a programme produced by Hunan TV International. As part of the programme, Hock Kee was featured as one of the highlighted food destinations in Johor, introducing local Malaysian culture, tourism attractions, and authentic Malaysian dining experiences to Chinese audiences.
Aligned with the aspirations of Visit Malaysia 2026, Hock Kee aims to continue strengthening Malaysia’s tourism and cultural presence globally through strategic international collaborations, cultural exchanges, and the continued promotion of Malaysia’s kopitiam heritage.
As Malaysian brands continue stepping onto the global stage, Hock Kee hopes to stand at the forefront of that journey, carrying Malaysia’s flavours, stories, and Muhibbah spirit beyond borders and onto the world stage.
