BOCHK enlists Yan Ting as wealth mentor for younger generation

Bank of China Hong Kong's (BOCHK) youth brand "Banking TrendyToo" has named local singer Yan Ting (YT) as its ambassador, taking on the role of wealth mentor (理財師兄).

The year-long campaign, starting in May 2026, is being run in collaboration with creative agency Hungry Digital and PR agency Above The Line.

Multi-disciplinary artist Yan Ting is a singer, director, and creator who has become a voice for Gen Z and millennials. Beloved for his "big bro" (YT大哥) persona, he embodies grit, passion, and a drive for growth. These values align with BOCHK's "Banking TrendyToo" commitment to supporting young customers on their financial journeys.

The campaign is accompanied by a new video, where Yan Ting plays an older-brother role model guiding young people through their first steps in financial management.

The video opens with Yan Ting facing away from the camera. Wearing a pastel pink suit, he turns around with a smile, projecting the confidence of a wealth mentor role who aims to guide young people through the basics of financial planning. Yan Ting encourages young people to start financial planning early and adjust their plans according to their needs and life stages.

An omnichannel approach is also adopted to maximise reach and engagement, spanning press materials, social media platforms, offline activations, and sponsorships. Particular emphasis is placed on social and digital channels, where the target audience is most active, enabling more direct, real-time interaction and sustained engagement throughout the campaign period.

For example, on social media, an interactive game called “TrendyChat” invites young audiences to test their financial knowledge by “chatting” with Yan Ting. Followers are encouraged to share their wealth management stories and questions, with Yan Ting responding in his “Big Bro” persona. Collectible Yan Ting game cards are offered as an incentive, tapping into the trading card game hype through a gamified approach.

The campaign has also extended to offline events, where school tours are organised to encourage students to begin their wealth management journey early, with key messages on finance, investing, and anti-fraud delivered through fun and engaging sessions.

In addition, BOCHK's "Banking TrendyToo" is sponsoring Yan Ting's "THE ALCHEMIST live 2026 concert," reinforcing the brand's commitment to supporting young people as they embark on their financial journey and explore the "alchemy of life" at every stage as a wealth management brand. This title sponsorship of Yan Ting's concert also aligns with the philosophy of "Banking TrendyToo": walking alongside young people as they pursue their dreams.

The title sponsorship of Yan Ting’s August concert also seeks to elevate brand visibility and reinforce a youthful, vibrant image among the target audience, while concert promotions are leveraged to roll out exclusive customer campaigns.

As part of the campaign, Banking TrendyToo said it will make a surprise announcement on 18 May via its Instagram account and encouraged young people to follow the brand on the platform.

“For me, financial planning is about understanding my own needs so I can enjoy a stable and secure life whilst achieving my goals. We should have clear financial goals when we are young and take the initial steps to financial planning. Don't let worries and fear be in your way. Finally, and most importantly, choose the right tools and learn from trustworthy professionals,” YT said. 

Don’t miss: BOCHK blends music, leisure and wealth management to engage Gen Z

Back in July last year, BOCHK brought its music festival "TrendyToo SPLASH!" back in partnership with YouTube music channel Music Panda, featuring local artists such as MC Cheung, Chantel Yiu and Hedy Chan.

This rode on the successful launch of "TrendyToo SPLASH" in 2023, when BOCHK joined forces with Ocean Park Water World to unveil multi-sensory immersive water concert to elevate consumer experience and encourage more young consumers to use wealth management services.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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