Malaysia’s leading crab cuisine brand, Fei Fei Crab, is marking its 17th anniversary with a bold campaign titled “Thank You for 17 Years of Great Taste”. As part of the milestone celebration, the brand is unveiling its first-ever No-Shell Crab dishes and a limited-time collaborative menu created with Japan’s century-old seasoning brand, KEWPIE.
This collaboration reflects Malaysia’s growing role as a hub for food innovation and cross-border partnerships, with local F&B operators embracing international collaborations to satisfy evolving consumer tastes.
Flavours of the Heart, A Taste of Newness
Five exclusive anniversary dishes showcase KEWPIE’s signature sauces infused with Fei Fei Crab’s signature fresh crab:
- Japanese Creamy Spicy No-Shell Crab
- Smoked Mentai Crab Fried Rice
- Moonlight Spicy Crab Cake Treasure Box
- Cold Crab Meat Glass Noodles
- Refreshing Thai-Style Crab Salad
These East-meets-West creations embody the campaign’s theme: “17 Together, Stay True to Flavour”.
No-Shell Crab Innovation
Fei Fei Crab is also introducing No-Shell Crab, made with freshly prepared, never-frozen crab meat. This innovation eliminates the hassle of shelling while retaining the full sweetness of crab — designed for modern diners who value both convenience and quality.
“Our diners love crab but often find shelling a hassle,” said Fei Fei Crab’s management. “With No-Shell Crab, and our collaboration with KEWPIE, we’re making crab more accessible while keeping it creative and true to flavour.”
A Journey of Freshness and Creativity
Since opening in 2008, Fei Fei Crab has built its reputation on the philosophy of “Freshness, Creativity, Great Taste”, introducing iconic dishes such as Golden Fragrant Butter Crab, Salted Egg Yolk Crab, and the famous Durian Crab. Today, the brand operates 13 outlets nationwide and serves tens of thousands of diners annually.
Anniversary Lucky Draw
As part of the campaign, Fei Fei Crab is running a “Thank You for 17 Years of Great Taste” lucky draw from 11 September to 11 December 2025, offering prizes worth over RM50,000. Rewards include travel packages to Japan, China, and Vietnam, Fei Fei Crab dining vouchers, and a one-year supply of KEWPIE products. Customers who order any of the anniversary dishes will automatically receive an entry.
With its mix of innovation, collaboration, and heartfelt gratitude, Fei Fei Crab’s 17th anniversary reaffirms its status as Malaysia’s most iconic crab dining destination.
For more information, follow Fei Fei Crab on Facebook, Instagram, and Xiaohongshu.