Hang Seng taps Coleman Wong to promote rewarding online spend

Hang Seng Bank has tapped Hong Kong tennis player Coleman Wong to upgrade the MMPOWER World Mastercard rewards to match Hongkongers’ accelerating shift to online shopping and online entertainment.

The reward enhancement expands coverage of online spending platforms, increases rewards, and lowers the qualifying threshold – making it easier to earn +FUN dollars on everyday online shopping and entertainment.

Wong was chosen to front the campaign to connect with Gen Z audiences – especially university students and early-career professionals – through a figure who’s both locally relevant and culturally current.

The creative idea centres on a memorable Cantonese wordplay: “online shopping” (網購）shares a similar pronunciation with “tennis” (網球), linking Wong’s strength on court with the card’s strength online.

The campaign also features a slogan “Go beyond online shopping credit card” (網購信用卡天花板) – positioning MMPOWER as the go-to card for rewarding online spend.

Running from 1 April to 31 December 2026, the campaign uses a full-funnel approach to maximise both reach and conversion. High-impact outdoor placements—including tram shelter domination, bus wrapping and MTR trackside network are leveraged, supported by digital channels such as video, banners, social and keyword search to drive consideration and acquisition.

Rannie Lee, head of retail banking and wealth at Hang Seng Bank said: “Online spending has become part of everyday life for many customers. In response, Hang Seng is enhancing the card experience to better meet their needs. With this upgrade to the MMPOWER Card rewards programme, we’re enhancing rewards for the online shopping and online entertainment categories customers use most, while lowering the qualifying threshold so rewards better support day-to-day spending.”

According to the Census and Statistics Department’s “Monthly Survey of Retail Sales” report in 2025, Hong Kong’s online retail sales rose by more than 13% year-on-year to HK$35.785 billion, accounting for nearly 10% of total retail sales, highlighting the continued shift towards digital channels.

Helena Chen, senior vice president, general manager, Hong Kong & Macau, Mastercard, said: “According to Mastercard’s latest research report, The Youth Blueprint, nearly 60% of young people in Asia Pacific consider financial stability and independence their top priorities, reflecting a growing focus on personal financial management and long-term planning.”

”In response to this trend, Mastercard’s data & services team has been working closely with Hang Seng Bank to translate consumer insights into actionable strategies. By analysing spending behavior, rewards preferences, and card usage patterns, we support Hang Seng in continuously enhancing the MMPOWER Card to deliver a more flexible and personalised payment experience,” she added.

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