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Two Malaysian Brands Come Together to Celebrate “Every Crumby Moment” This Mother’s Day


This Mother’s Day, something special is brewing as two proudly Malaysian brands, Applecrumby® and Hock Kee Kopitiam have teamed up to remind us that the most meaningful moments are often the simplest (and sometimes the crummiest, in the sweetest way).

From 1 to 31 May 2026, they’re launching “Celebrate Every Crumby Moment”, a month-long collaboration across 20 Hock Kee outlets nationwide. Think limited-edition egg tart boxes, free premium wipes, plushies in tiny kopitiam aprons, and a whole lot of heart.
(Middle) Jeremy Foo, General Manager of Applecrumby®, (Right to Left) Nick Ng, Founder of Hock Kee Kopitiam and Beelie Kong, Assistant Head of Brand & Marketing of Applecrumby® come together to launch “Celebrate Every Crumby Moment”, a month-long collaboration running from 1 to 31 May 2026 across 20 Hock Kee outlets nationwide.

A Sweet Treat with a Thoughtful Twist

At the centre of the campaign is a specially designed pink egg tart box, created as a tribute to mums and the everyday chaos that makes family life beautiful.

With every purchase of six egg tarts, customers will receive a complimentary Applecrumby® premium honey wipe (while stocks last—only 3,000 available!). It’s a small but practical gesture: enjoy the sweet treat, then wipe off the crumby mess together.

Customers can receive one complimentary Applecrumby® premium honey wipes with every purchase of six egg tarts.


More Than Just Egg Tarts

Walk into any participating Hock Kee outlet, and you might spot the Friends of Applecrumby® plushies dressed in customised Hock Kee aprons. They’re there to add a warm, playful touch to your family outing—and yes, you could even take one home.

18 limited-edition plushies are up for grabs in an exclusive giveaway. Simply like and share the campaign posts on social media for a chance to win.

Applecrumby® and Hock Kee are going to introduce an exclusive giveaway featuring 18 limited-edition Friends of Applecrumby® plushies, specially dressed in customised Hock Kee aprons.

What the Founders Have to Say

Jesmine Tan, Co-Founder of Applecrumby® (and a mum herself) shares:

“As a mother, I’ve come to appreciate that the most meaningful moments are often the simplest ones. We’re happy to partner with Hock Kee to celebrate these everyday moments with families, and to remind parents that even the smallest ‘crumby’ moments are worth cherishing.”

Nick Ng, Founder of Hock Kee Kopitiam, adds:

“At Hock Kee, we’ve always believed that food brings people together in the most genuine way. We’re glad to collaborate with Applecrumby this Mother’s Day to create something simple yet meaningful. We hope families can take a moment to enjoy something warm together, and appreciate the women who matter most.”

Where to Get Yours

The “Celebrate Every Crumby Moment” egg tart box is available from 1 to 31 May 2026 at all 20 Hock Kee outlets nationwide, including:

  • The Garden Mall

  • Bukit Bintang

  • Tuah 1895, Bukit Bintang City Centre

  • Nexus, Bangsar South

  • Makan-Makan by Hock Kee

  • Eco Sanctuary Mall

  • Eco Majestic

  • Kota Damansara

  • AEON Mall, Shah Alam

  • Sunway Square Mall

  • Medan Pasar

  • Ambang Botanic, Klang

  • i-City

  • Sutera Utama

  • City Square Mall

  • Eco Botanic

  • Taman Molek

  • Toppen Shopping Centre

  • Ipoh Parade

  • Aeon Kota Bharu

Can’t Make It to a Store? Applecrumby’s Got You Covered

Exclusive promotions are also available on the Applecrumby website:

  • New users: Enjoy RM15 OFF with min. spend RM60
    Promo code: HOCKKEE15

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