Hock Kee Kopitiam is honoured to represent a Malaysian coffee beverage brand under the Malaysia Pavilion at ITB China 2026 in Shanghai, one of China’s largest and most influential international travel trade exhibitions.
As the F&B partner of Tourism Malaysia, this participation marks an important milestone not only for Hock Kee Kopitiam but also for Malaysian cuisine as a whole, reflecting the growing presence of homegrown brands in representing Malaysia’s identity on the international stage.
As the brand continues to grow its local coffee line across Malaysia, Hock Kee Kopitiam has steadily built its presence to reach global audiences through a narrative that highlights Malaysian flavours, traditions, and community spirit. Its participation alongside Tourism Malaysia goes beyond just joining an international exhibition — it reflects the confidence placed in a Malaysian brand that has been tested, embraced, and supported by the market itself.
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
In today’s highly competitive F&B landscape, many brands gain quick visibility through advertising, social media, and short-term campaigns. However, real brand strength is not just about being seen — it comes from long-term customer acceptance, repeat support, and genuine emotional connection.
Hock Kee’s journey has been built in a different way. Instead of relying on momentary attention, it has grown organically through real dining experiences, returning customers, and communities who keep coming back for familiar flavours and meaningful moments. This growth has been shaped by real market demand and customer trust, built steadily one table, one family, and one community at a time.
Among the many kopitiam concepts introduced in recent years, only a few evolve beyond trends to become brands that truly become part of everyday life. This is what makes Hock Kee stand out as a genuine Malaysian gem.
Founded in Johor Bahru in 2018, Hock Kee Kopitiam has grown into one of Malaysia’s most recognisable modern kopitiam brands, redefining the traditional kopitiam experience with nostalgic local flavours, a modern dining environment, and a strong Muhibbah spirit at the core of its identity.
Today, Hock Kee is more than just a restaurant brand. It represents a uniquely Malaysian dining experience where food becomes a cultural bridge, bringing people from different races, backgrounds, and generations together around the same table.
As Visit Malaysia 2026 gains momentum, food continues to play a bigger role in shaping tourism experiences. Beyond landmarks and destinations, many visitors remember Malaysia through its flavours, kopitiam culture, and the warmth of shared meals. In many ways, Malaysian kopitiam culture has become part of the country’s tourism identity.
Held annually in Shanghai, ITB China brings together tourism boards, travel businesses, investors, media, and industry leaders from around the world, making it one of Asia’s key platforms for tourism collaboration and destination promotion.
Through ITB China 2026, Hock Kee aims to introduce Malaysian kopitiam culture to a wider global audience while showing how local brands can grow beyond business to become cultural storytellers and tourism ambassadors.
During the event, Hock Kee showcased authentic Malaysian flavours through its signature coffee range, including the newly launched Hock Kee Durian White Coffee, which received encouraging feedback and strong interest from international visitors. The overall response at ITB China 2026 was very positive, reflecting growing appreciation for Malaysian kopitiam culture and coffee innovation.
Founder Nick Ng, who attended the exhibition in Shanghai, shared that the invitation reflects increasing international interest in authentic Malaysian experiences and brands with strong local identity.
“We are truly honoured to represent Malaysia at ITB China. This recognition is not just for Hock Kee, but also reflects a growing appreciation for Malaysian food culture, kopitiam heritage, and the stories behind them,” he said.
“Hock Kee has always carried the spirit of Muhibbah through food. Around one table, people from different backgrounds can connect and experience what Malaysia truly feels like. We hope this opportunity allows more people around the world to discover not only Hock Kee, but also Malaysia itself.”
Earlier this year in March, Hock Kee was also invited to Changsha, Hunan, China to take part in the launch of “Let’s Go Malaysia”, a programme produced by Hunan TV International. The brand was featured as one of the highlighted food destinations in Johor, showcasing Malaysian culture, tourism attractions, and authentic dining experiences to Chinese audiences.
In line with the aspirations of Visit Malaysia 2026, Hock Kee continues to strengthen Malaysia’s presence on the global stage through international collaborations, cultural exchanges, and ongoing promotion of its kopitiam heritage.
As Malaysian brands step further into the global arena, Hock Kee hopes to be part of that journey — bringing Malaysian flavours, stories, and the spirit of Muhibbah beyond borders and onto the world stage.
