ASEAN Records is proud to officially recognise Snek Ku (New Star Food Industries Sdn Bhd) for achieving:
First and Largest Joy-Sharing Interactive Snack Truck Tour
(50,580 surprise packages comprising snacks, merchandise and e-wallet rewards distributed to verified recipients across 36 locations over 98 stops in 9 states within 50 touring days; 7 August – 4 October 2026)
This recognition celebrates Snek Ku’s achievement in distributing 50,580 surprise packages across 36 locations and 98 stops in nine Malaysian states, reflecting its commitment to bringing communities together through interactive experiences, brand engagement and the joy of sharing.
Distributing 50,580 Surprise Packages Across Nine States
Between 7 August and 4 October 2026, Snek Ku organised an interactive snack truck tour spanning 50 touring days, reaching 36 locations through 98 stops across nine Malaysian states.
Throughout the tour, the brand distributed 50,580 surprise packages comprising snacks, merchandise and e-wallet rewards to verified recipients, creating opportunities for people to enjoy unexpected gifts and participate in the campaign.
The achievement demonstrates the scale of Snek Ku’s nationwide outreach and its ability to connect with communities through an interactive promotional experience, forming the basis of its ASEAN Records recognition.
Bringing the Joy of Sharing Directly to Communities
Snek Ku’s interactive snack truck tour was designed to bring its products and brand experience beyond conventional retail locations, reaching consumers through a travelling promotional campaign.
By combining snack giveaways, surprise merchandise and e-wallet rewards, the initiative encouraged public participation while creating memorable moments for recipients at different stops.
The tour reflected the brand’s philosophy of sharing joy and connecting generations, turning everyday snack experiences into opportunities for community interaction and engagement.
Continuing a Malaysian Snack Heritage Since 1976
Snek Ku is a Malaysian snack brand developed by New Star Food Industries Sdn Bhd, a Batu Pahat-based food manufacturer with roots tracing back to the late 1960s and formal operations established in 1976.
Over the decades, the company has developed a range of popular snack products, including Mi-Mi, Tam Tam, Ken, Pick Fine, ShoyueMi and Samba Samba, reaching customers in Malaysia and more than 20 international markets.
The ASEAN Records recognition highlights the brand’s commitment to consumer engagement while celebrating its longstanding presence in Malaysia’s snack food industry and its efforts to share enjoyable experiences with communities nationwide.
A Milestone Moment of Recognition
ASEAN Records recognition was officially presented on 20 October 2026 at Hyatt Regency Kuala Lumpur at KL Midtown, during the 10th Gather of Achievers – ASEAN Records & ASIA Records Gala Night 2026.
The recognition was received on stage by Lee Meng Koon, Director of Snek Ku, representing Snek Ku’s leadership, marketing teams, campaign organisers and supporting personnel whose collective efforts contributed to the successful execution of its nationwide interactive snack truck tour.
Voices of Leadership
Reflecting on the achievement, Sharon Chan, Chief Operating Officer of Snek Ku, shared:
“This ASEAN Records recognition is a meaningful milestone for Snek Ku and reflects our belief that sharing simple moments of happiness can bring people closer together.
Through our interactive snack truck tour, we had the opportunity to connect with communities across nine states and distribute more than 50,000 surprise packages. This achievement belongs to our dedicated team, partners and everyone who joined us along the journey. We hope to continue creating joyful experiences that bring smiles to people of all generations.”
About Snek Ku (New Star Food Industries Sdn Bhd)
Snek Ku is a Malaysian snack food brand under New Star Food Industries Sdn Bhd, a family-founded snack manufacturer based in Batu Pahat, Johor, with formal company operations dating back to 1976.
Founded through the efforts of Mr Lai Hang Keong, whose snack-making activities began in the late 1960s, the company has developed into an established food manufacturer offering a broad selection of savoury snack products.
Its product portfolio includes well-known snack ranges such as Mi-Mi, Tam Tam, Ken, Pick Fine, ShoyueMi, Samba Samba, Grain5 and Bean Bean, serving customers in Malaysia and more than 20 countries worldwide.
With an emphasis on product quality, food safety and consumer enjoyment, Snek Ku continues to introduce snack products and community engagement initiatives guided by its mission to share joy and connect generations.
For more information, visit:
https://mysnekku.com/
