AlipayHK taps Aaron Kwok to spotlight updated AI super app

AlipayHK has tapped local pop star Aaron Kwok in its latest campaign to position its super app upgrade as a “lifestyle partner” that simplifies daily life.

Also known as Smart living at your fingertips, AI never stops (生活一點即解 A.I.不完), the campaign is developed in partnership with creative agencies Noah and Go In, working closely with the AlipayHK marketing team. It serves as the main axis for the commercial promoting AlipayHK’s super app upgrade and runs until April.

This comes as AlipayHK has deepened its “super app” ecosystem with upgraded AI that better integrates daily services and financial management. The AI now works as a smart assistant, instantly recommending the right features based on user needs to make everything faster and easier.

To position AlipayHK’s super app upgrade as a “lifestyle partner” that simplifies daily life—from payments and travel to finance—the campaign uses slogans such as “生活一點即解，AI不完” and “Smarter finance, all in your hands” (理財升級 一手掌握). It also highlights how the app delivers seamless, personalised services for convenient, everyday support.

The campaign targets digitally savvy Hong Kong consumers who handle most of their daily needs on mobile—from payments and transport to travel and personal finance. As a super app, AlipayHK believes it plays an increasingly important role in everyday life by consolidating services, reducing friction, and delivering a more convenient, connected lifestyle—powered by AI.

AlipayHK said Kwok, also known as Asia’s dance king and a superstar brand ambassador, embodies dynamic energy and broad appeal, perfectly aligning with the campaign’s theme of taking ‘one more step’ to upgrade life through AI.

Furthermore, the campaign tagline “A.I. 不完” echoes the classic lyric “對你愛不完” from one of Kwok’s hits, creating an instant emotional and nostalgic connection with Hong Kong audiences. His status as a beloved, enduring star also reinforces the message that AlipayHK’s AI upgrade is about more than technology—it is about continuously supporting users in everyday life.

Since Chinese New Year, the campaign has built buzz with an eye-catching outdoor installation at Island Beverly. It features a festive fortune stick drawing experience with rewards, driving QR code scans to AlipayHK’s in-app AI. It has also deepened engagement through a limited-time Kwok-themed app skin for Chinese New Year downloads. This month, TV commercials and bus ads sustain the momentum, aiming to keep the AI enhancements and finance upgrades top of mind.

Besides TVCs and out-of-home (OOH) ads, social posts are also core channels, amplified by full-funnel digital tactics such as programmatic ads, splash ads, and the Google display network. This offline-to-online approach seeks to create strong physical impressions while reinforcing them in users’ digital routines.

Keith Cheung, chief marketing officer, AlipayHK, said: “Through this new campaign with Kwok, we are showcasing not just an AI upgrade, but the next chapter of AlipayHK as a truly holistic super app for Hong Kong. AlipayHK is connecting everyday needs — from payments and transport to lifestyle and wealth management — into one seamless, intelligent experience. Every enhancement is a step towards making AlipayHK the trusted lifestyle partner that keeps simplifying and enriching our users’ lives, day after day.”

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