Applecrumby® x Hock Kee: A Special Partnership Dedicated to Moms and Families

Applecrumby® and Hock Kee Kopitiam have joined forces this May to launch the “Celebrate Every Crumby Moment” campaign, a nationwide initiative dedicated to honoring mothers across Malaysia. Running from 1 to 31 May 2026, this collaboration across 20 Hock Kee outlets features a unique limited-edition Mother’s Day egg tart box that celebrates the simple joys of family life.

To add a touch of practical care to this sweet treat, customers who purchase six egg tarts will receive a complimentary pack of Applecrumby® premium honey wipes, a light-hearted gesture designed to help families easily manage the “crumby” moments that come with sharing a warm meal together.

The heart of this partnership lies in the shared belief that meaningful memories are built through genuine connection and everyday experiences. Applecrumby® Co-Founder Jesmine Tan noted that the campaign serves as a reminder to cherish small moments, while Hock Kee Founder Nick Ng expressed his hope that the collaboration allows families to pause and appreciate the women who matter most over a warm snack.

The campaign is further brought to life through whimsical in-store touches, including the appearance of iconic Friends of Applecrumby® plushies wearing customized Hock Kee aprons, blending the nostalgic charm of a traditional kopitiam with the modern, thoughtful care of a premium baby brand.

Beyond the physical outlets, the celebration extends to a wider community through interactive digital engagement and exclusive online rewards. Fans can participate in a social media giveaway to win limited-edition dressed plushies, while those shopping online can utilize special promo codes for discounts on the Applecrumby® website.

With locations spanning from Kuala Lumpur and Klang to Johor and Kelantan, the “Celebrate Every Crumby Moment” campaign ensures that families across the country have a special way to celebrate Mother’s Day, combining the comfort of heritage food with the comfort of premium care.