Is Bella Astillah Hock Kee Kopitiam’s boldest play yet?

Hock Kee Kopitiam is having a moment, and it’s not just because there’s a new outlet to makan (eat) at.

The homegrown kopitiam brand has made two headline grabbing moves, welcoming new strategic investors while appointing Malaysian singer and actress Bella Astillah as its first ever brand ambassador. Together, the moves signal a new chapter for the brand, one that blends growth ambitions with a distinctly Malaysian sense of warmth.

On the investment front, Hock Kee announced the entry of the Creador Foundation, alongside private equity firm Censuria Capital, as strategic investors. The backing arrives as Hock Kee opens its 17th outlet, Hock Kee Heritage, at Medan Pasar, a location steeped in Kuala Lumpur’s history and kopitiam culture.

Founded in 2018, Hock Kee has grown from a single Johor outlet into a nationwide network spanning Johor Bahru, Kuala Lumpur and Ipoh, with Kelantan next on the map. Its halal certification in 2024 further cemented its national appeal, helping the brand bridge communities while staying rooted in tradition.

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While the institutional backing adds muscle behind the scenes, it’s Bella Astillah who takes centre stage in front of the brand. The appointment, according to Hock Kee, is less about celebrity gloss and more about shared values.

“Our main intention is the muhibbah spirit. Hock Kee is a Malaysian brand, and we believe in supporting Malaysian homegrown artists,” a brand spokesperson shared exclusively to A+M. “Bella represents qualities we truly respect. She is hardworking, multitalented, brave, and always kind. To us, that reflects the Malaysian spirit that Hock Kee embraces too.”

Her appointment was marked with a new brand film titled “The best halal kopitiam in Malaysia according to Bella Astillah.” The film opens with Bella entering the kopitiam slightly flustered, sitting at the wrong table, drawing curious stares, and even holding the menu upside down.

Once her food arrives, however, her nerves melt away as she breaks into a smile at the first bite. In a warm, neighbourly moment, the lady seated behind her offers Bella some egg tarts, prompting Bella to invite everyone around to share the food she has clearly over ordered. The film closes with Bella’s line, “makan sama-sama, lagi sedap”, a reminder that food, like good company, is always better when shared.

The timing of Bella’s appointment also coincided with the opening of Hock Kee Heritage in Medan Pasar, though the brand was quick to clarify that it wasn’t a carefully choreographed strategy. “We have been engaging Bella since January, and the timing happened to align with this outlet opening. It was a good occasion to make the announcement together as part of a meaningful brand milestone,” they said.

Moving forward, Bella will be the face of the brand across campaigns, helping introduce Hock Kee’s Malaysian food to both local diners and international visitors. The focus, the brand added, is on sharing “the warmth of our food, our culture, and the everyday kopitiam experience in a relatable way”.

The brand film featuring Bella will roll out across multiple touchpoints including OOH, DOOH, YouTube, social media, outlets and cinemas. Even Hock Kee’s bus wraps, spotted crossing borders between Malaysia and Singapore, are part of the plan. “It’s marketing ads, not a shuttle bus,” the spokesperson said, noting that the aim is to build awareness among Singaporean travellers and cross-border commuters.

As for what’s next, Hock Kee’s marketing playbook will be wide ranging, spanning social media, key opinion leader (KOL) tie ups and on ground activations. Still, the brand insists its heart remains firmly in the kitchen. “At the end of the day, our main focus is still food quality and customer experience. That remains our top priority," the spokesperson shared. 

Bella Astillah has risen to immense fame after her tie-up with local politician Syed Saddiq to front PrimaValet as brand ambassadors constantly made headlines throughout the last year. Every video and photo posted of the pair on social media garnered a large number of views, comments and shares— proving that PrimaValet’s decision to place the two together as a modelling couple reaped traction.

According to media intelligence CARMA, a majority of the conversations surrounding the PrimaValet are in relation to the perceived relationship between Syed Saddiq and fellow model, Bella Astillah. Some social media users are happy to see Syed and Bella as a couple, while others suggest that the relationship is a publicity stunt. Some netizens are also concerned about the public’s obsession with the couple. 

Meanwhile, Bella has continued to make appearances at various brand events and launches, and was most recently appointed as an ambassador for Nestlé La Cremeria in October 2025, coinciding with the launch of two new ice cream flavours, Neapolitan Royale Stick and ChocoBerry Royale Pint.

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