In a heartwarming fusion of local heritage and premium family care, Applecrumby® and Hock Kee Kopitiam have officially debuted their “Celebrate Every Crumby Moment” campaign to honor mothers across Malaysia. Running throughout the month of May 2026, this nationwide collaboration spans 20 Hock Kee outlets, offering families a limited-edition pink egg tart box designed as a tribute to the women who anchor the home. 

To add a practical touch to the celebration, the partnership includes a giveaway of 3,000 premium Applecrumby® honey wipes with the purchase of six egg tarts, a playful nod to "wiping away" the messy, real-life moments that define motherhood while enjoying a sweet treat together.

The collaboration stems from a shared vision between Applecrumby® Co-Founder Jesmine Tan and Hock Kee Founder Nick Ng to celebrate the beauty in simplicity. By merging the nostalgic atmosphere of a traditional kopitiam with the modern reliability of premium baby products, the campaign creates a unique space for families to connect. 

In-store highlights include the appearance of Friends of Applecrumby® plushies wearing customized Hock Kee aprons, further blending the identities of both brands. This creative synergy is also reflected in the campaign’s artwork, which features the character Trudy Hopps and playful motifs of coffee and wipes to represent a holistic approach to family care and comfort.

To extend the Mother’s Day joy, the brands have introduced an interactive digital element through social media giveaways and exclusive online promotions. Customers can participate for a chance to win one of 18 limited-edition dressed plushies or enjoy discounts on the Applecrumby® website using dedicated promo codes. 

With locations reaching from the heart of Kuala Lumpur to Johor Bahru and Ipoh, this partnership ensures that families nationwide have a meaningful way to celebrate. Whether through a warm box of tarts or a thoughtful gesture of care, Applecrumby® and Hock Kee are dedicated to making every "crumby" moment of motherhood feel special this May.