UnionPay HK's first branding campaign tugs at heartstrings of HKers

UnionPay Hong Kong has unveiled its first-ever local branding campaign to establish a deeper emotional connection with Hong Kong consumers and promote the comprehensive POS payment methods available under the UnionPay network.

The campaign's central theme, "銀聯全支付 聯繫更多可能", embodies the core values of UnionPay, inspiring consumers to embrace a future filled with possibilities by staying united.

The campaign consists of three short brand films, featuring three distinct target segments, including a young graduate returning to Hong Kong to pursue her dreams; cross-generational connections and shared happiness; young entrepreneurs with a passion for innovation, driving the city's future development. Each segment highlights the appropriate UnionPay services or payment methods to reinforce the brand's message.

Available from mid March to May 2025, the campaign is done in collaboration with media agency OMG and creative agency Roundabout. 

The campaign is being promoted across various media channels, including terrestrial TV, YouTube, and out-of-home advertising on platforms such as MTR stations, buses, and outdoor billboards in Causeway Bay.

"We are proud to work on the first-ever UnionPay HK branding campaign and we hope this campaign can successfully connect the Hong Kong consumers with UnionPay," said Roundabout.

Most recently, UnionPay International (UPI) has partnered with National ITMX Co., Ltd (NITMX) to jointly promote the integration of UnionPay payment information with Thailand’s PromptPay. In the first phase, this collaboration will offer QR code payment for Chinese tourists, enhancing the digital payment experience for Chinese visitors to Thailand. In the next phase, Thai tourists will be able to scan UnionPay QR codes in China. Details of the launch dates of both phases will be announced in due course.

Through this partnership, the usage of UnionPay App (YunShanFu) mobile payment in Thailand will expand countrywide across popular travel destinations, including Bangkok, Phuket, and Chiang Mai. UnionPay App users can use the YunShanFu app to scan the PromptPay QR code to pay as in China and vice versa. NITMX is also working with other Chinese partners aiming to serve users in both countries.

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