Why is this Maybank branch in Sabah trending on social media?

There is a new photo spot in Kota Kinabalu (KK), Sabah - and it's a shuttered Maybank outlet located on Jalan Pantai in the Gaya Street Area. The bank has been closed for some time for renovation, but the signboard still remains. 

According to media intelligence firm DATAXET NAMA, a Chinese influencer reportedly took photos at the location and posted them on China's social media app Xiaohongshu. The images quickly went viral, turning the spot into a popular destination for tourists and brands who began to do the same. 

Don't miss: Maybank Singapore tackles scam prevention with a dose of humour

The viral appeal 

DATAXET NAMA added that the KK Maybank branch's impressive lighting combined with the signature yellow Maybank logo, creates a sleek, city-like vibe that appeals to urban explorers.

The visually appealing, "catchy color" of yellow of the setting, along with its modern urban atmosphere, also makes it an ideal spot for a city walk, where visitors can casually explore and enjoy the urban scenery. 

Online, many netizens (40%) complimented the KK Maybank location's vibrant and photogenic qualities, noting that the spot exudes a city walk vibe, which was further amplified by Xiaohongshu. 

Some netizens (15%) discussed the positive impact on local businesses from the influx of Chinese and Korean tourists, speculating that cultural beliefs such as the lucky tiger head and "ong" (prosperous) yellow colour contributed to the spot's appeal. 

Meanwhile, 10% of netizens expressed confusion over why the tourist spot gained such popularity, reflecting the unpredictable nature of viral trends. An additional 10% of netizens compared KK Maybank with other nearby banks, specifically RHB and OCBC.

Interestingly, 10% of netizens speculated that it might be a Maybank marketing strategy or advertisement campaign, while an additional 5% used humour and sarcasm to mock the unexpected popularity of the KK Maybank location, mixing skepticism with amusement. 

Some netizens (10%) have also taken it upon themselves to follow the trend by tagging friends, encouraging them to visit and share their own photos, further spreading the location's viral appeal.

Media intelligence firm Meltwater found that the top keywords linked to the phenomenon are "Kota Kinabalu", "catchingly bright yellow Maybank signboard", "Xiaohongshu" and the camera emoji. 

When A+M reached out, Maybank Malaysia said "We are definitely elated that the aesthetic of our branch draws tourists to that spot in Jalan Gaya, Kota Kinabalu. The yellow in Maybank’s logo has always been our pride and joy that celebrates the warmth of human relationships. It also signifies the heritage, wealth and prosperity in different parts of Asia."

It added that the "serendipitous phenomenon is an exciting one" and hopes the locals will join the bandwagon in celebrating its "homegrown brand that has been serving the Malaysian society for the last 64 years."

Brands trendjack

Chinese tourists and influencers are not the only ones to flock the location. In fact, some brands such as A1 Noodle have leveraged the location's popularity by promoting its Bak Kut Teh soup packets, aligning themselves with the trend and boosting its visibility at the vibrant and trendy spot. 

In its Facebook post, the brand said there are lots of fun and delicious Hong Kong style restaurants and murals in the area, adding that lucky tourists can see the beautiful sunset and buy A1 Bak Kut Teh soup too. 

Meanwhile, coffee brand Atukuupi posted photos of their coffee in front of the branch with the caption "Following the trend. Capture moments and memories and enjoy a cuppa." The brand also took the opportunity to explain its brand origins and how its name came about. 

Photography studio Jonyehshi Studio has also trendjacked the viral location by reposting photos from a pre-wedding photo shoot it did in 2018 when the bank was still operating. 

"Since it's so viral now, let us join in the fun and re-post photos we shot in 2018 when Maybank Gaya Street was still operating. We have been shooting around Gaya Street since 2017," said Jonyehshi Studio in its caption. 

In response to the viral trend, Kota Kinabalu MP Chan Foong Hin posted photos of himself at the Maybank branch too, adding that it has "unexpectedly become a popular travel attraction among China tourists visiting Malaysia."  

"Although I couldn’t understand the trend, seeing our home place becoming so popular among the tourists reflects that Kota Kinabalu has rich tourism resources," added Chan. 

A+M has reached out to Maybank Malaysia for comments. 

Gear up for the most captivating PR conference of the year! #PRAsia #Singapore &  #Malaysia returns, bringing you the tools and insights you need to dominate in this dynamic environment. Join over 100 industry leaders and experts for an action-packed program filled with insightful discussions and valuable takeaways.

Related articles: 
ZALORA taps Amelia Henderson, Ismail Izzani and Shanti Pereira in trendy new campaign
Coke Studio PH releases trendy video vinyl ahead of next season
Maybank explores language of inclusivity featuring the deaf community, this Chinese New Year