This May, the “Celebrate Every Crumby Moment” campaign brings together Applecrumby® and Hock Kee Kopitiam in a heartwarming nationwide collaboration to celebrate Mother’s Day. Running from 1 to 31 May 2026, this strategic partnership bridges the gap between traditional Malaysian flavors and modern family essentials.
At 20 Hock Kee locations across the country, families can now enjoy a limited-edition pink egg tart box specially designed as a tribute to motherhood. Each purchase of six egg tarts is paired with a complimentary pack of Applecrumby® premium honey wipes, offering a thoughtful and practical solution for the delightful messes that often come with family gatherings.
The initiative is born from a shared philosophy between Jesmine Tan, Co-Founder of Applecrumby®, and Nick Ng, Founder of Hock Kee Kopitiam, both of whom believe that the most meaningful memories are found in simple, daily interactions. To make the campaign even more engaging, patrons will be greeted by “Friends of Applecrumby®” plushies sporting custom Hock Kee aprons at various outlets.
The creative direction of the campaign also introduces the character Trudy Hopps on the packaging, blending icons of coffee and wipes to symbolize how both brands work together to support the well-being and happiness of Malaysian households.
Beyond the dining table, the celebration extends into the digital space with an interactive social media giveaway featuring 18 exclusive dressed plushies for lucky followers. For those who prefer to celebrate from home, the partnership offers special online discounts via promo codes for the Applecrumby® website, catering to both new and loyal customers.
With a presence in major retail hubs from The Gardens Mall and Bangsar South to outlets in Johor and Ipoh, Applecrumby® and Hock Kee are ensuring that every family has the opportunity to honor the women in their lives with a perfect mix of sweetness and care.