Through innovation, Joymom’s aims to breathe new life into traditional cookie-making, preserving customs and cultural heritage passed down from previous generations.
Joymom’s, formerly JMM Cookies, is a high-quality butter cookie manufacturer based in Muar, founded by Mrs. Guan in 2005.
Initially, founder Mrs Guan began baking cookies at home to share with family and friends. Her passion for baking and artistry, combined with her skillful techniques, led to cookies that were loved for their taste and creativity, attracting a growing number of custom orders.
As orders increased and handmade production could no longer meet demand, the founder began considering systematizing the production process. Starting as a small home-based business, it gradually evolved into a trading company, which ultimately led to the birth of the brand.
Although Joymom’s faced challenges in the early stages, including fluctuations in the cost of imported raw materials and high production costs for small-scale handmade cookies, the brand's products were well-received by consumers after launch. As word of mouth spread, sales expanded beyond Muar, with stores and distribution outlets opening nationwide.
For Joymom’s, product quality speaks for the brand, and great care is taken in maintaining quality and responding to consumer feedback.
In the future, Joymom’s plans to continue staying true to its roots while expanding to more locations and malls in 2025, allowing more people to experience the brand's dedication.
■ Adapting to the New Era
With the progress of the new era, Joymom’s continues to innovate and develop its products while adapting to the times by entrusting the brand to a more suitable team and leadership.
As the founder, Mrs Guan believes in listening to the perspectives of the younger generation, offering them the freedom and space to experiment and explore.
This trust and support act as a reassuring anchor, injecting vitality and long-term potential into the Joymom’s brand.
“One of the challenges of promoting in the new era is understanding market demands and consumer concerns. We actively seek market trends and strive to attract consumers from all age groups, especially the younger generation. We hope to use innovative methods to help them inherit the traditions and customs of the older generations while giving these traditions new life."
■ Upholding the "Happiness Begins with Sharing" Philosophy
Starting with just four products, Joymom’s has developed up to 70 products over nearly 20 years, with each product embodying the philosophy that "happiness begins with sharing," baking each cookie with love and care.
When Joymom’s was first established, the initial product lineup included Nan Yang Pineapple Tart, Germany Potato, White Almond Cookies, and Corn Cookies. From these few initial offerings, Joymom’s has expanded to develop up to 70 different products.
For Joymom's, every product development and improvement is made with great care, adhering to the philosophy of "peace of mind, health, and deliciousness." In the future, Joymom’s will focus on developing health-oriented, balanced food products to offer consumers choices that better meet their nutritional needs.
Additionally, to cater to local preferences and ensure that people from all ethnic backgrounds can enjoy Joymom’s delicious and healthy cookies, the brand has obtained Halal and MeSTI certifications, ensuring the provision of safe and high-quality products.
In 2016, the company officially transitioned into a limited liability company and continued to upgrade its products and facilities. By 2023, the brand had completed a full rebranding from JMM Cookies to Joymom’s, further boosting its visibility and appeal.
■ Emphasizing Cultural Diversity and Employee Harmony
Joymom’s values the integration of diverse cultures and harmonious cooperation among employees from various backgrounds, ensuring a sense of security and happiness for all staff members.
As a multicultural country, Joymom’s is committed to creating an inclusive and culturally respectful work environment. Whether Chinese, Malay, Indian, or from other ethnic backgrounds, all employees work in an equal and respectful atmosphere.
Through cross-cultural teamwork, Joymom’s has not only improved work efficiency but also strengthened cohesion among employees, allowing each person to showcase their talents and creativity. This collective effort drives the growth and development of the brand.
Such a diverse work environment enables Joymom’s to continuously innovate and meet the needs of customers from various cultural backgrounds, laying a solid foundation for the brand’s global expansion.
Mrs Guan emphasized in an interview that she values communication with her employees. She often encourages them to share little moments of their lives, fostering a harmonious work atmosphere.
"I always avoid transferring stress onto my employees and never bring up the company’s short-term challenges. Instead, I focus on guiding the team to think about how to expand the business and increase sales, which strengthens the overall environment and ensures job security and happiness for each employee."
She also adheres to a people-centered management philosophy, ensuring that employees receive support and opportunities for growth, fostering a sense of belonging and promoting mutual development with the company.
Additionally, to provide more peace of mind for female employees, the factory is equipped with a nursery, allowing staff to focus on their work without worrying about the safety of their children.
■ A Combination of Gourmet Food, Tea, and Craft Workshop, Perfect for Gatherings
Joymom’s opens its first flagship store, aiming to offer every customer a space filled with warmth and deliciousness.
As part of its brand expansion, Joymom’s will open a new flagship store at its headquarters in Mersing on December 13, featuring food, tea, and a workshop, providing customers with a fresh shopping experience.
The store has been thoughtfully designed to create a comfortable, relaxed atmosphere, allowing customers to enjoy tasty cookies while unwinding and feeling the warmth of home. It’s an ideal spot for gathering with friends and family or enjoying peaceful moments alone.
One of the unique highlights of the flagship store, as well as other locations, is the fresh-baked cookies made right on-site. The transparent production process allows customers to clearly see each step of the handmade process. From high-quality ingredients to the finished product, everything is displayed openly, giving customers peace of mind and building trust in the brand.
The store also features a dedicated café where customers can enjoy a selection of beverages, perfectly paired with cookies. This not only enhances the experience of high-quality cookies and coffee but also reflects Joymom’s commitment to attention to detail.
Additionally, the second floor of the flagship store houses a workshop area, which regularly opens small baking sessions. Customers can participate in these hands-on experiences and learn the joy of making cookies, deepening their appreciation for the brand’s passion and expertise in baking. This interactive area allows customers to connect with the brand and further develop their love for Joymom’s products.
■ Giving Back to Those in Need, Spreading More Love and Happiness
Upholding the belief of "taking from society, giving back to society," Joymom’s strives to use its resources to support those in need.
For Joymom’s, business success is not only about market share or profits, but also about making a positive impact on society. The company aims to contribute warmth and spread more love and happiness through donations and charitable activities.
Founder Mrs Guan believes the rapid growth of Joymom’s is thanks to the trust and support of its consumers. The brand's journey from a small family business to a scaled-up operation has been driven by the recognition and love from customers, and they understand the importance of this trust.
To give back to society, Joymom’s actively participates in various charitable endeavors, including supporting vulnerable groups, donating to charities, and engaging in environmental projects. The brand is committed to contributing to society through these initiatives.
"We believe that a company’s success is not just measured by market share or performance, but by its ability to create positive change in society."
Through these initiatives, Joymom’s continues to innovate in its products and services, while also making meaningful contributions to society.
Joymom’s will keep upholding its belief that "happiness starts with sharing" and ensuring that every step of the brand’s growth is closely linked to the well-being of society.
Joymom’s Development Timeline
• 2005: Founded in Muar, Johor, initially as a trading company.
• 2010: Began selling in shopping malls.
• 2012: Relocated to a new factory to meet growing demand.
• 2015: Expanded market reach to the West Malaysia region.
• 2016: Expanded into the Singapore market and registered as a private limited company.
• 2020: Opened the first retail store, marking the beginning of direct interaction with consumers.
• 2023: Rebranded to Joymom’s, fully enhancing brand image and appeal.
• 2024: New headquarters established in Muar, marking a significant milestone for the brand.
• 2025: Celebrating the 20th anniversary of Joymom’s, with plans to open more retail stores and expand into new regions.
