HSBC names Luanne Lim as chief executive for HK

HSBC has appointed Luanne Lim as chief executive, Hong Kong with immediate effect.

She has been interim chief executive for Hong Kong since September 2021. Prior to this role, Lim was chief operating officer, Hong Kong, HSBC, a role that she has held since 2017.

“I am honoured by this tremendous opportunity to lead HSBC in Hong Kong. This is an exceptional time to be part of HSBC as we accelerate our investment in Asia. We are an integral part of Hong Kong and are committed to supporting our communities and the businesses that are their lifeblood," said Lim.

She added, "I am excited to work with our very talented team and together, we will build on our legacy of trust, integrity and internationalisation to drive market leading innovation and client-centric solutions to make HSBC the bank of the future.”

HSBC said during her time as chief operating officer for Hong Kong, Lim delivered key innovation and efficiency programmes that demonstrate her strong understanding of the needs of the bank's customers and employees in Hong Kong. Lim has more than 25 years of experience in the banking industry. Since joining the bank in Singapore in 1999, Lim has held leadership roles and spearheaded strategic growth initiatives across a number of markets in Asia, including Hong Kong, mainland China, Indonesia, Malaysia, Singapore and Vietnam.

Lim took up the position left by Diana Cesar, HSBC's former group general manager and chief executive, Hong Kong, who succeeded Louisa Cheang as executive director and chief executive of Hang Seng Bank in September 2021. At that time, Cheang extended her leave of absence while she received medical treatment. HSBC said she would return in due course but Cheang passed away in October 2021.

Speaking of Lim's appointment, David Liao, co-chief executive of HSBC Asia Pacific, said, "Lim was the standout candidate for this role. Over the last six months, she has demonstrated a combination of natural leadership with a deep understanding of both the industry and how HSBC’s global aspirations fit within it. Her proven energy and skill in delivering results that support our commercial and operational goals is what we need as we continue to transform to meet the opportunities for growth here in Hong Kong and beyond.”

Looking ahead, HSBC said it will invest more than US$6 billion in Asia over the next five years. It will focus particularly on building wealth management and wholesale banking operations; capitalising on the growth of the Asian middle class and on financing the transition to a low-carbon economy.

Marketing activations

On the marketing front, HSBC Hong Kong has been active in launching campaigns banking on influencers and stars. Recently it featured its ambassador MIRROR's Keung To, who encouraged Hongkongers to pursue their dreams with the "1.23 Go Goal Day" campaign. The annual ritual was said to resemble the expression of “1, 2, 3, go!”, and HSBC has made it a representation of courage for everyone who goes after their dreams.

HSBC's eWallet PayMe also recently launched a new group Lai See feature for Chinese New Year and has rolled out a campaign afterwards to celebrate the new function. The campaign features several popular celebrities in town, including MIRROR's Keung To, singer Ivana Wong, girl group COLLAR's Marf Yau and Day Hui, in addition to influencer Ray Chan (雞丁). The ongoing campaign includes a video showcasing each celebrity competing with each other to grab the most Lai See. Before the end of the video, Keung To advises users how to win a cash prize.  

Last year in Singapore, HSBC announced a programme to introduce sustainable payment cards across all its global locations. By the end of 2026, the bank will eliminate single-use PVC plastic in favour of recycled plastic. The programme, which includes HSBC’s debit, credit, and commercial cards, is part of the bank’s strategy to reduce its carbon emissions and achieve net zero in its operations and supply chain by 2030. In Singapore, HSBC has already begun introducing recycled plastic credit and debit cards to its customers, as customers’ single-use plastic cards expire.

The concept of “Conscious Living” is not new to HSBC. It first rolled out in 2020 during the relaunch of the HSBC Revolution Credit Card. Research has shown that Millennials are increasingly more concerned about their physical and mental wellbeing, more cautious about managing their finances for a rainy day, and want to live and buy with a better conscience.

Now in its second year, and riding on this initiative, it provided a natural segue for HSBC’s Recycled Plastic Cards campaign, as it continues to grow and implement various sustainability efforts. The online campaign conveys to customers that their card is going green, with a hero film that is supported by a series of cut downs and social gifs targeting HSBC’s different cardholders.

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