Joymom’s / JMM Cookies (娇妈妈), established in 2005 in Muar, Johor, is a premium, Halal-certified brand specialising in handcrafted butter cookies, freshly-baked pineapple tarts, and festive treats. The brand is known for blending traditional recipes with modern, high-quality ingredients in making its range of cookies.
Joymom’s Johor Bahru retail store is located in Taman Century, right opposite KSL City Mall.
All of Joymom’s cookies are sold pre-packed in cookie bottles — except their daily-baked Nanyang Pineapple Tarts. These pineapple tarts are release for sales at the JB outlet at two timings daily: 10am and 2pm (may subject to change).
During Chinese New Year, and other festive seasons, Joymom’s will setup pop-up stalls in major shopping malls across Johor Bahru to sell their festive cookies. Their Nanyang Pineapple Tarts will also be freshly-made at certain pop-up stalls and put on sales at 2pm and 7pm daily. Each customer is limited to 2 bottles.
The freshly-baked-daily, limited-quantity Nanyang Pineapple Tarts (南洋风味黄梨酥) have dried pineapple jam rolled in buttery dough before baking. The grooved lines on the crusts are for aesthetic purpose. Unlike traditional pineapple tarts with balls of dried pineapple jam sitting on top of tart doughs or shortcrust, the rolled pineapple tarts — and pineapple balls (see below) — have more homogeneous texture. They have smooth pineapple flavour with buttery, soft, crumbly crusts and without the stark sweetness typical of many pineapple tarts. This is very good indeed.
It is usually harder to get Nanyang Pineapple Tarts during festive seasons. My purchases for CNY 2026 are Pineapple Ball Cookies (黄金球), Matcha Chocolate Cookies (抹茶巧克力) and Almond Cookies (白杏仁) — and added Cheese Pineapple Cookies (芝士黄梨球) subsequently — without having to queue.
The freshly-baked Pineapple Ball Cookies (黄金球) are slightly smaller in size than the Nanyang version with a smooth surface. The pineapple balls taste very similar to Nanyang Pineapple Tarts with slight differences in flavour and texture — you will need to try them concurrently to tell the differences. When the Nanyang Pineapple Tarts are sold out, the Pineapple Ball Cookies and Cheese Pineapple Cookies are great alternatives.
The Cheese Pineapple Cookies (芝士黄梨球) are similar in shape as the Pineapple Ball Cookies and topped with strips of cheese that are baked till crispy. Aside from the not-too-sweet pineapple filling and buttery crust, the baked cheese adds crispiness to the cookies and also its mellow cheesy-savoury flavour.
The Matcha Chocolate Cookies (抹茶巧克力) have thick outer chocolate-matcha crusts wrapped around almond cookies. The crusts have rich chocolate flavour and the matcha effectively reduced the cloying sensation of the chocolate. Although not as bitter as dark chocolate, these cookies are not too sweet either — less-sweet chocolate cookies are always a better choice over expensive, sweetened chocolates. These are nice to snack on with coffee.
Unlike Macau-style almond cookies — see: Macau Buy: Koi Kei Bakery (钜记手信.钜记饼家) Almond Cookies — that typically have hard-crunchy textures, Joymom’s Almond Cookies (白杏仁) are soft in texture with crispy almond flakes and crushed almonds. These non-sweet, soft-crispy cookies with nice almond flavours are welcomed by many elderlies who prefer softer cookies.
Many people like to queue for Joymom’s freshly-baked Nanyang Pineapple Tarts during festive seasons, especially just before Chinese New Year. However, if the freshly-baked tarts are not consumed within days and left sitting on the table for weeks, they are as good as the others.
Social Media:
Facebook (Muar) | Facebook (JB) | Website
Taman Century / KSL City Outlet:
41, Jalan Serigala, Taman Abad, 80250 Johor Bahru, Johor, Malaysia
Opening Hours:
10am to 7pm | Daily
How to Get There:
From JB Sentral, take BAS.MY J100 to KSL City Mall. Read JB Bus: To KSL City Mall in Taman Century.
Nearby:
More Buys @ Johor Bahru:
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