Jati Chom Chom was created with the vision of transforming local rice into a fun and enjoyable snacking experience for today’s consumers. Through creative innovation, the brand introduces ready to eat rice puff snacks that bring more excitement and variety into everyday snack occasions. With its playful identity, crunchy texture, and flavourful taste, Jati Chom Chom delivers simple happiness in every bite for families, children, and snack lovers of all ages. To further bring the brand personality to life, Chom Chom is represented by a cheerful little boy dressed in a Sang Kancil onesie, inspired by one of Malaysia’s most beloved folklore characters known for being playful, clever, and adventurous. The mascot reflects the fun loving spirit of the brand while creating a nostalgic and relatable Malaysian identity that resonates across generations.

As part of the trusted Jati family, Jati Chom Chom also reflects a commitment towards supporting Malaysia’s rice industry and farming community. By creating greater value from locally sourced rice through innovative consumer products, the brand contributes towards strengthening the local rice ecosystem while helping drive growth and sustainability within the nation’s rice economy. The Sang Kancil inspired identity further symbolizes the brand’s local roots and cultural connection, celebrating Malaysian heritage while reimagining rice into a modern and joyful snacking experience.