Applecrumby® Malaysia’s trusted baby wellness brand has partnered with Sunway Malls to launch the nation’s first free Diaper Redemption Programme a year-long initiative beginning in late 2025, one of the busiest seasons for family travel and shopping. This collaboration reflects both brands’ shared commitment to placing families at the heart of their services. More than just a convenience effort, it symbolizes their dedication to creating safe, inclusive, and family-friendly environments where parents feel supported and cared for.
In line with the national aspirations of Visit Malaysia 2026, this partnership also strengthens Malaysia’s reputation as a family and tourist-friendly destination. The programme aims to address a common concern among parents running out of diapers during shopping trips. Through this initiative, families visiting Sunway Malls can redeem Applecrumby’s premium-quality diapers instantly, allowing them to continue their activities without disruption.
(From right to left) Mr. Sean Tan, CEO & Co-Founder of Applecrumby®; Ms. Ng Huay Pin, Senior Associate Director of Strategic Marketing at Sunway Malls.
Over the next 12 months, a total of 60,000 individually packed diapers will be made available across eight Sunway Malls located in the Klang Valley, Johor, and Penang. This ensures that families have convenient access to trusted diaper care whenever they need it. Sean Tan, CEO and Co-Founder of Applecrumby®, expressed that the partnership with Sunway Malls represents an important step towards supporting parents in their daily journeys. “Through this collaboration, we hope to provide parents with an extra layer of care and reassurance to be there when they need us most. At Applecrumby, we believe every family deserves to feel supported and cared for, anytime and anywhere,” he said.
Echoing this sentiment, Ms. Ng Huay Pin, Senior Associate Director of Strategic Marketing at Sunway Malls, shared, “Sunway Malls are excited to partner with Applecrumby, a homegrown brand equally committed to the wellbeing of parents and children. By offering Applecrumby’s trusted diapers at our malls, parents can shop, dine, and relax with peace of mind. This simple yet impactful solution ensures families feel supported during their time with us. Together, we are proud to set a new benchmark for family-friendly malls while enhancing Malaysia’s reputation as a welcoming destination ahead of Visit Malaysia 2026.”
(From right to left) Ms. Jesmine Tan, Co-Founder of Applecrumby®; Mr. Sean Tan, CEO & Co-Founder of Applecrumby®; Ms. Ng Huay Pin, Senior Associate Director of Strategic Marketing at Sunway Malls; Ms. Anna Goh Yin Yin, Marketing Manager (Martech & Customer Experience) at Sunway Malls.
From October 2025 to October 2026, shoppers can easily redeem a premium Applecrumby® diaper via the Sunway Super App and collect it at the mall concierge or SSA counters. Parents can then attend to their little ones at Sunway Malls’ well-equipped baby rooms, which are thoughtfully designed with private nursing areas, changing stations, and other family-friendly amenities to provide comfort, convenience, and peace of mind.
The participating malls in this programme include Sunway Pyramid, Sunway Velocity Mall, Sunway Putra Mall, Sunway 163 Mall, and Sunway Giza Mall in the Klang Valley; Sunway Carnival Mall in the Northern Region; and Sunway Big Box and Sunway Kluang Mall in the Southern Region. Through this meaningful collaboration, Applecrumby® and Sunway Malls are redefining what it means to be truly family-oriented, offering a blend of care, innovation, and community support that extends far beyond shopping.
