ASIA 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 highlights Snek Ku’s achievement in delivering 50,580 surprise packages through an interactive snack truck tour covering 98 stops across nine Malaysian states, demonstrating its approach to combining brand engagement, community participation and memorable consumer experiences.
Reaching 36 Locations Through 98 Interactive Stops
From 7 August to 4 October 2026, Snek Ku conducted a nationwide interactive snack truck tour involving 50 touring days, 36 locations and 98 stops across nine states.
The campaign distributed 50,580 surprise packages containing snacks, merchandise and e-wallet rewards to verified recipients, allowing communities to participate in a travelling brand experience.
This documented achievement reflects the scale of the tour’s distribution and public engagement activities, establishing the measurable basis for Snek Ku’s ASIA Records recognition.
Creating Memorable Consumer Experiences Through Sharing
The interactive snack truck tour introduced a travelling promotional concept designed to engage consumers directly through surprise giveaways and participatory activities.
By bringing together snack products, branded merchandise and e-wallet rewards, Snek Ku created opportunities for recipients to experience moments of excitement and connection throughout the nationwide journey.
The initiative reflects the brand’s focus on making everyday snack experiences more enjoyable while strengthening its relationship with consumers across different communities.
Expanding a Malaysian Snack Brand Beyond Traditional Retail
Established in 1976, New Star Food Industries Sdn Bhd has developed Snek Ku into a recognised Malaysian snack brand with a product range serving domestic and international markets.
The company’s snack portfolio includes Mi-Mi, Tam Tam, Ken, Pick Fine, ShoyueMi, Samba Samba, Grain5 and Bean Bean, with products distributed to more than 20 countries.
Through initiatives such as the interactive snack truck tour, Snek Ku continues to extend its consumer engagement beyond retail shelves, combining its longstanding snack heritage with creative promotional experiences.
A Milestone Moment of Recognition
ASIA 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, campaign management teams and supporting partners whose collective contributions enabled the distribution of 50,580 surprise packages during its nationwide interactive snack truck tour.
Voices of Leadership
Reflecting on the milestone, Sam Lai, Chief Executive Officer of Snek Ku, shared:
“Receiving ASIA Records recognition is a proud moment for Snek Ku and everyone involved in bringing our interactive snack truck tour to communities across Malaysia.
Our mission has always been to share joy through the snacks we create. Distributing 50,580 surprise packages across nine states allowed us to connect with people in a more personal and meaningful way. We are grateful to our team, partners and consumers for making this journey possible, and we look forward to continuing our tradition of sharing happiness through new experiences.”
About Snek Ku (New Star Food Industries Sdn Bhd)
Snek Ku is a Malaysian snack brand developed by New Star Food Industries Sdn Bhd, a family-founded food manufacturing company based in Batu Pahat, Johor, with its origins dating back to the late 1960s.
The company formalised its manufacturing operations in 1976 and has since established a range of snack products, including Mi-Mi, Tam Tam, Ken, Pick Fine, ShoyueMi, Samba Samba, Grain5 and Bean Bean.
Its snacks are distributed across Malaysia and exported to more than 20 countries, reflecting the company’s development from a local family business into an international snack manufacturer.
Guided by its mission to create quality snacks that share joy and connect generations, Snek Ku continues to develop its product offerings and consumer engagement activities while maintaining its focus on food safety, quality and customer satisfaction.
For more information, visit:
https://mysnekku.com/
