Inside are t-shirts and tote bags and other everyday items bearing unmistakably Malaysian terms and catchphrases: “Where got”, “Aiseyman” and “Makcik Bawang”. Among these items is a pillow case emblazoned with the words “Jalan Bapak Kau”.
These are colloquial phrases heard in kopitiams and used in WhatsApp chats. Expressions that carry humour and a shared understanding across cultures. They capture how Malaysians speak, joke and connect, transforming ordinary merchandise into something meaningful.
That shop is Apom – short for “A Piece of Malaysia”. Behind it is husband-and-wife Kelvin Long and Chantelle Teoh, who wish to “celebrate Malaysia as Malaysians know it – now the brand’s tagline.
The idea was born at a time when the national mood was anything but light. “When we launched in 2016, Malaysians were very upset. There was the Bersih rally that year and a lot of anger, especially online,” said Long, 50.
Rather than feel overwhelmed themselves, Teoh added, the couple chose to celebrate the lighter, humorous side of Malaysian life.
“Once you laugh, everything starts to melt and people come together,” said Teoh, adding that it can also help tourists better understand local culture.
Around this time, while accompanying friends from overseas who were souvenir-hunting in Central Market, they realised something was amiss.
“Why wasn’t anyone focusing on our multiracial identity?” Long recalled.
“Or our language and our food?” added Teoh, 42.
This, however, sparked the idea for a business. Even the name they chose, “Apom”, reflects the unique diversity of Malaysia: a nod to the snack enjoyed across Malay, Chinese and Indian communities, each with its own variation, much like Malaysia itself.
The couple began modestly, with just five t-shirt designs featuring phrases like “On The Way”, “Alamak” and “Jalan Bapak Kau”. Testing the waters at fairs and bazaars, they quickly found an audience that saw themselves in the words.
In 2018, they opened their first outlet in Bangsar Village. Today, Apom has expanded to Central Market and The Campus Ampang.
Besides t-shirts, they sell tumblers, caps, baby rompers, coasters, stickers and more, each piece infused with the same playful, distinctly Malaysian flavour.
Imagine standing in line behind someone wearing a t-shirt saying “Cha, tapau teh ais satu!” Or carrying a tote bag that declares “The Most Terrer Mum in Malaysia”.
Foreigners may wonder – what do “cha” or “terrer” mean? But Malaysians instantly get it.
“Cha” is a shortened form of “macha”, a word in Tamil meaning brother while “terrer” is local slang for something impressive or really good.
These are the kinds of phrases that spark knowing glances – and sometimes conversations – between strangers, brightening even a mundane wait in line.
“As a creator, when people laugh and say, ‘Wah, that’s so Malaysian lah’, it’s very satisfying,” said Teoh with a smile.
For the couple, who also runs an advertising agency, inspiration comes from everyday life here – from politics to social issues, even entertainment.
For Long, studying in California gave him a different perspective on home. “I missed Malaysia a lot. I was studying branding and saw how strong their creativity and advertising were.
“I thought – why don’t we have that back home? That’s the passion I bring to the brand,” he said.
Teoh added: “I believe patriotism takes many forms. I’m proud of our culture, and I channel that pride through this brand.”
That, perhaps, is at the heart of Apom – not just humour, but pride. A reminder that the way Malaysians speak, joke and connect is something worth celebrating.
“To me, when you take the politics away, Malaysia is so beautiful. The culture is so beautiful.
“When you mingle with the people around, they’re fantastic. That’s the beauty of Malaysia,” Teoh concluded.
Follow Apom on Facebook and Instagram to find where and when their flagship outlet will be opening. Learn more about Apom here.