Applecrumby® and Hock Kee Celebrate Mother’s Day with Sweet Moments

This Mother’s Day, two proudly Malaysian brands, Applecrumby® and Hock Kee Kopitiam, have 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. The campaign features a limited-edition Mother’s Day egg tart box, alongside 3,000 complimentary Applecrumby® premium honey wipes with the purchase of six egg tarts, combining a simple sweet treat with a practical gesture of care for families.

(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.

At the heart of the collaboration is a specially designed pink egg tart box, created as a tribute to mothers and the everyday moments that define family life. Available throughout the campaign period, the initiative is further brought to life through in-store experiences, including special appearances by Friends of Applecrumby® plushies in a customised Hock Kee apron, adding a warm and playful touch to the celebration.

Jesmine Tan, Co-Founder of Applecrumby® said: “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, shared: “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.”

Limited-Edition Sweet Moments Made for Families

From 1 to 31 May 2026, customers can purchase the specially curated limited-edition Mother’s Day egg tart box at all 20 Hock Kee outlets nationwide. With every purchase of six egg tarts, customers will receive a complimentary Applecrumby® premium honeywipe, a light-hearted gesture to help families “wipe off the crumby moments” and enjoy the occasion together.

The limited-edition box design draws inspiration from Friends of Applecrumby®, Trudy Hopps, incorporating playful elements such as coffee and wipes to symbolise the coming together of both brands, blending Hock Kee’s warm, nostalgic dining experience with Applecrumby®’s everyday care for families.

As part of the campaign, Applecrumby® and Hock Kee are also introducing an exclusive giveaway featuring 18 limited-edition Friends of Applecrumby® plushies, specially dressed in customised Hock Kee aprons. Customers can participate by liking and sharing the campaign’s social media posts for a chance to win, adding an interactive and engaging element to the celebration.