Hang Seng taps HK celebrities to revive iconic 'God of Wealth'

Hang Seng Bank is celebrating the upcoming Chinese New Year with its citywide campaign, “The God of Wealth is coming to town.”

Since the 1970s, the Hang Seng God of Wealth has brought prosperity and good fortune to the city each Chinese New Year.

In the Year of the Horse, the iconic Hang Seng God of Wealth will be brought to life by a group of prominent artists, who will deliver festive greetings and positive energy across all 18 districts.

This year, the bank is continuing the legacy with an innovative initiative featuring renowned celebrities Nicholas Tse, Charlene Choi, Hung Ka-ho, and members of the girl group VIVA - including Ada Jiang, Carina Li, Valerie Cheung, and Brittany Tsang - who will each take on the role of the God of Wealth and perform a newly remade version of the festive song “Choi San Dou” (財神到), spreading joy and blessings throughout the city.

Hang Seng demonstrates its commitment to local communities by creatively integrating district names into tailored greetings in Chinese. For example, residents of Yau Ma Tei, Tsim Sha Tsui, and Mong Kok receive wishes for “flourishing prosperity” (“財運暢旺”), fostering a sense of connection and resonance.

To further engage with the community, Hang Seng will host a series of online and offline activities. The God of Wealth will distribute festive posters at Central and Wan Chai MTR stations on 4 and 5 February, while members of the public are invited to co-create and share their own festive greetings on Hang Seng’s official Instagram.

To extend the blessings of good fortune, Hang Seng Personal Banking and Hang Seng Commercial Banking customers who complete designated fortune missions between 2 February and 31 March will be entered into the Million-Dollar Gold Coin Lucky Draw.

Prizes include God of Wealth & Gallant Horse 999.9 Pure Gold Medals and God of Wealth & Gallant Horse 999.9 Pure Gold Medals Ruyi Knot, with a total prize value over HK$1 million.

MARKETING-INTERACTIVE has reached out to Hang Seng for more information. 

Most recently, Hang Seng Bank has launched a citywide brand campaign titled “Deeply rooted. Ever evolving” (恒久・恒新), reaffirming its commitment to grow alongside Hong Kong.

This develops from nearly a century of heritage, during which Hang Seng Bank has grown alongside the city, serving generations of customers and businesses. The new campaign aims to highlight the bank’s commitment to supporting its customers and the community while reflecting its ambition to advance with confidence, embracing progress while staying true to its heritage. 

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