HeyMax expands into HK with Cathay partnership

HeyMax, the Singapore-based loyalty and travel rewards platform, has expanded into the Hong Kong market, marking its first international expansion along with a new partnership with Cathay.

This follows the July acquisition of Hong Kong fintech krip, according to HeyMax. The latest expansion supports its goal of allowing users to earn and redeem miles across various brands and partners, and the partnership with Cathay seeks to enhance its regional rewards ecosystem while driving partner and user growth.

The launch also coincides with Hong Kong's ongoing appeal to fintech and travel-tech companies looking to cater to a growing base of regional consumers. The partnership marks a major step in expanding HeyMax’s regional rewards ecosystem and driving new collaborations.

Users in Hong Kong can earn Max Miles from over 300 leading merchants including Watsons, Trip.com, Klook, Starbucks, foodpanda and redeem them for flights, hotels, and rewards from over 30 programmes, including Cathay, ALL Accor, and Qatar Airways.

These partnerships reflect HeyMax’s role in connecting financial, lifestyle, and travel partners through a unified rewards platform that helps businesses drive deeper loyalty and unlock new value for consumers. 

Beyond merchants, HeyMax is also working with major partners operating in Hong Kong and beyond such as MoneyHero, Octopus, Preferrd and Visa, who are integrating Max Miles into their rewards and customer engagement strategies.

In addition, HeyMax’s "FlyAnywhere" feature lets users redeem Max Miles for any flight, on any airline, anywhere in the world. In addition to travel rewards, users can earn miles when purchasing digital vouchers from popular local platforms such as HKTVmall, 7-Eleven, JHC, and Starbucks, or when shopping for select lifestyle products. 

The company continues to expand in the financial services, insurance, food and beverage (F&B), and lifestyle sectors, while also planning to quadruple its team and enhance regional partnerships to support this growth, according to the release.

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Joe Lu (pictured left), CEO and co-founder of HeyMax, said: “With both strong outbound and inbound demand, Hong Kong is a key market in building our global traveller network. HeyMax is well-positioned to help consumers turn everyday spending into meaningful travel experiences, while enabling businesses in Hong Kong to tap into the travel economy as a powerful way to engage their customers and members.”

David B. Wang (pictured right), general manager of HeyMax Hong Kong and global head of loyalty partnerships, said: “Hong Kong is one of Asia’s most influential markets for travel, finance, and lifestyle, a natural fit for HeyMax’s next phase of growth. Through close collaboration with our partners, we look to help brands connect more deeply with travelers via Max Miles and strengthen our growing network of airline and hotel partners.”

Jonathan Ng, Cathay regional head of customer travel and lifestyle for Southeast Asia and Oceania, said: “As a premium travel lifestyle brand, partnering with HeyMax enables us to further strengthen our lifestyle ecosystem beyond our home hub of Hong Kong, giving our community of travellers across Southeast Asia more ways to turn everyday spending into meaningful travel experiences.” 

Jayne Chan, head of startups at InvestHK, said: “HeyMax’s expansion into Hong Kong underscores the city’s status as one of the region’s most vibrant startup hubs, with strong technology-powered customer engagement that supports continued growth in the travel and loyalty sectors.” 

MARKETING-INTERACTIVE has reached out to HeyMax for more information.

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