Kuala Lumpur, 7 May 2026 — Two homegrown Malaysian brands, Applecrumby and Hock Kee Kopitiam , have teamed up to launch a month-long Mother’s Day collaboration titled “Celebrate Every Crumby Moment”, celebrating the simple yet meaningful moments shared among families through warmth, sweetness, and thoughtful experiences.
Applecrumby Co-Founder Jesmine Tan, shared, “As a mother, I’ve come to realise that the most meaningful moments often come from everyday life. We hope this collaboration reminds everyone to cherish the simple but genuine moments spent together.”
Meanwhile, Hock Kee Kopitiam Founder, Nick Ng, said, “We believe food has the power to bring people together. Through this collaboration, we hope to create warm and heartfelt moments that encourage families to gather and appreciate one another.”
Limited-Edition Pink Egg Tart Box for Mother’s Day
The highlight of the collaboration is the exclusive Mother’s Day pink egg tart gift box. Customers who purchase six Hock Kee egg tarts will receive a complimentary pack of Applecrumby Premium Honey Wet Wipes, limited to 3,000 redemptions nationwide.
Designed in soft pink tones symbolising love, care, and gratitude, the gift box brings festive warmth into a beloved local dessert while encouraging families to slow down and enjoy meaningful moments together.
A Combination of Sweet Treats and Everyday Care
Applecrumby Premium Honey Wet Wipes feature an alcohol-free and fragrance-free formula that is gentle on the skin for the whole family. The collaboration aims to create a comforting experience that blends delightful desserts with thoughtful everyday care.
The limited-edition packaging also draws inspiration from Friends of Applecrumby character Trudy Hopps, combined with Hock Kee Kopitiam’s nostalgic coffee shop and dining elements, merging family warmth with classic local dining culture.
Interactive Activities to Spread Joy
Throughout the campaign, both brands will introduce a series of interactive experiences, including surprise appearances by Friends of Applecrumby bunny mascots dressed in Hock Kee aprons, adding a playful and cheerful atmosphere to the Mother’s Day celebration.
In addition, the brands will organise a social media giveaway campaign featuring 18 limited-edition bunny plush toys. Members of the public can stand a chance to win by liking and sharing selected campaign posts on social media.
The “Celebrate Every Crumby Moment” Mother’s Day campaign will take place from May 1 to May 31, 2026, at 20 participating Hock Kee Kopitiam outlets nationwide.
New customers who spend a minimum of RM60 can enjoy RM15 off with the promo code “HOCKKEE15”, while existing customers who spend RM60 and above can enjoy RM10 off using the promo code “HOCKKEE10”.
