HSBC One taps Keung To to rethink wealth management for youth

HSBC One has reunited with Cantopop star Keung To to launch its latest campaign, "HSBC One Wealth’s new normal," designed to reshape how young and emerging affluent consumers view wealth management.

The campaign aims to dismantle traditional misconceptions around investing, positioning financial planning as accessible, easy to understand, and seamlessly integrated into everyday life.

Running through 31 December 2026, the promotion offers a suite of wealth management incentives. New and existing HSBC One customers who complete designated activities - spanning new funds, payroll setups, investments, insurance, and credit card usage - can earn up to HK$10,680 in RewardCash. Participants also enter a lucky draw for a five-day, four-night all-inclusive Maldives holiday package for two, valued at up to HK$210,000.

Meanwhile, HSBC One+ members receive 1.5 times the lucky draw entries and up to HK$12,580 in total RewardCash.

The partnership marks a full-circle moment for Keung, who previously collaborated with the bank five years ago as a self-described "investment newbie."

Reflecting on his journey, Keung shared: “This time, I’m no longer an ‘investment newbie.’ I’m delighted to work with HSBC One again. I believe wealth management, much like personal growth, begins with boldly taking that first step—supported by a reliable partner."

"To complement ‘HSBC One Wealth’s New Normal’ theme, I took on several unconventional challenges during the shoot, including resisting the temptation of desserts, taking the plunge and performing physically demanding moves. By presenting different wealth management concepts through relatable everyday scenarios, the campaign aims to show audiences that wealth management is not as difficult as they may imagine and encourage everyone to comfortably explore an approach that suits them," he added.

HSBC One noted that additional campaign content will roll out in phases. MARKETING-INTERACTIVE has reached out to HSBC for further details.

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

Most recently, HSBC Hong Kong united its celebrity ambassadors from recent years, including Charmaine Sheh, Keung To, Fatboy and Ah Dee, to form the RewardCash pop group "Rewardor" and debut their brand-new original campaign song.

The move is part of HSBC's push to bring the concept of "Everyday banking rewards you" to life, aligning with RewardCash's position as one of Hong Kong's mainstream rewards programmes, which has continued to evolve to help customers earn rewards across a wider range of everyday banking and lifestyle scenarios.

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