Hock Kee Kopitiam Celebrates Key Milestone Through Tourism Malaysia’s Presence at ITB China 2026

Malaysian homegrown coffee and dining brand Hock Kee Kopitiam has achieved a significant milestone by representing Malaysia under the Malaysia Pavilion at ITB China 2026 in Shanghai, one of the largest and most influential international travel trade exhibitions in China. As a food and beverage partner of Tourism Malaysia, the participation highlights the growing role of local brands in promoting Malaysia’s culture, culinary heritage, and tourism offerings on the global stage.

The invitation to participate at ITB China 2026 reflects Hock Kee Kopitiam’s remarkable growth since its establishment in Johor Bahru in 2018. What began as a modern interpretation of the traditional Malaysian kopitiam has evolved into one of the country’s most recognised café and dining brands, known for its nostalgic local flavours, contemporary dining experience, and strong Muhibbah spirit that brings together people from all walks of life.

At a time when many brands seek rapid visibility through advertising and short-term marketing campaigns, Hock Kee’s success story has been built on genuine customer support, repeat patronage, and authentic dining experiences. Its steady growth has been driven by consumer trust and market acceptance, allowing the brand to establish itself as more than just a restaurant chain, but as a representation of Malaysian culture and community values.

As Visit Malaysia 2026 gains momentum, food tourism continues to play an increasingly important role in attracting international visitors. Beyond iconic landmarks and destinations, Malaysia’s rich culinary traditions and vibrant kopitiam culture have become an essential part of the country’s tourism identity. Through its participation at ITB China, Hock Kee aims to introduce international audiences to the unique charm of Malaysian coffee shop culture while demonstrating how local brands can serve as cultural ambassadors.

During the exhibition, Hock Kee showcased a range of authentic Malaysian coffee products, including its newly launched Hock Kee Durian White Coffee, which received encouraging interest and positive feedback from international visitors, tourism stakeholders, and industry professionals. The strong reception highlighted the growing appreciation for Malaysian flavours and innovative homegrown products among global audiences.

Founder and Managing Director, Nick Ng, who attended the exhibition in Shanghai, described the opportunity as a proud moment not only for Hock Kee but also for Malaysia’s broader food and tourism industries. According to him, the invitation reflects rising international interest in authentic Malaysian experiences and the stories behind local brands that carry a strong national identity.

“We are deeply honoured to represent Malaysia at ITB China. This recognition goes beyond Hock Kee—it reflects growing appreciation for Malaysia’s food culture, our kopitiam heritage, and the stories behind them,” said Ng.

He added that Hock Kee has always embraced the spirit of Muhibbah through food, creating spaces where people from different races, cultures, and backgrounds can gather around the same table. Through international platforms such as ITB China, the brand hopes to inspire more people around the world to discover not only Hock Kee but also the warmth and diversity of Malaysia itself.

The Shanghai exhibition follows another international milestone earlier this year when Hock Kee was invited to Changsha, Hunan, China, to participate in the launch of “Let’s Go Malaysia,” a programme produced by Hunan TV International. The brand was featured as one of Johor’s highlighted food destinations, helping to introduce Malaysian tourism attractions, culture, and culinary experiences to Chinese audiences.

Moving forward, Hock Kee aims to continue supporting the aspirations of Visit Malaysia 2026 through strategic international collaborations, cultural exchange initiatives, and the promotion of Malaysia’s beloved kopitiam heritage. As more Malaysian brands step confidently onto the global stage, Hock Kee hopes to remain at the forefront of that journey, carrying Malaysia’s flavours, stories, and Muhibbah spirit to audiences around the world.

For further details, please visit Hock Kee’s official facebook, Instagram, Xiaohongshu, Tiktok and website.