Bowtie onboards YouTuber Ming Jai as creative advisor

Hong Kong’s virtual insurer Bowtie has appointed YouTuber Tommy Leung (pictured centred), who is also known as Ming Jai on social media, as creative advisor. 

In his new role, Leung will be responsible for enhancing the overall storytelling ability of Bowtie. He will provide insights to the brand’s marketing and YouTube team. 

Leung, known for creating history and travel content to bridge the gap between intricate concepts with the audience, has recorded over 730k subscribers on his YouTube channel since its establishment in 2010, a check by MARKETING-INTERACTIVE saw. 

Apart from his years of experience in social media content creation as an experienced YouTuber, Leung has also started his own company — "Anything But Limited" (不正常研究所), utilising his experiences to provide courses on storytelling and techniques of operating a YouTube channel. 

Leung’s diverse video topics range from his chit-chat video series, micro-films, travelling vlogs, to the recently-developed knowledge-based video series; by establishing this value-oriented YouTube channel, Leung has fully demonstrated his varied creative experience and deep understanding of social media trends, according to the release.

Fred Ngan, co-founder and co-CEO of Bowtie, said: “As a virtual insurer, Bowtie’s business model is built on consumer education. By popularising insurance knowledge, we believe that the potential customers could therefore choose the products that are most suitable for them.” 

“Considering that, both my colleagues and I are looking forward to working with Ming Jai; we are glad to have his thoughts on content creation being integrated into our team, further enhancing Bowtie’s storytelling capabilities in the area of insurance education,” Ngan added.

“Besides being a YouTuber, I am also very honoured to be invited to be Bowtie’s creative advisor, exerting influence across different platforms. I am aligned with Bowtie’s commitment to insurance education and their dedication to addressing the protection gap in Hong Kong impresses me a lot. I look forward to devoting my own experiences and ideas to popularise Hong Kong insurance knowledge continuously,” Leung said.

MARKETING-INTERACTIVE has reached out to Bowtie for more information.

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