Maybank serves up cross-border bonds with 'Hungry neighbours' campaign

Maybank has launched a new social campaign titled "The hungry neighbours", designed to spotlight its growing suite of cross-border banking services between Malaysia and Singapore. The initiative forms part of Maybank Beyond Borders, which bundles features such as QR payments, instant regional fund transfers via Maybank Overseas Transfers and DuitNow, and linked accounts for easier money management.

The series launched on Maybank Singapore and Malaysia’s social media platforms, hosted by Singaporean content creator Pamela Lee Nur Shuhadah (@leeshuhadah) and Malaysian content creator and comedian Ho Ming Yue (@mingasaur). In the first episode, which premiered a week ago, Ming Yue takes Pamela to some of his favourite eateries, including Noto Cafe & Bakery in Subang Jaya, Gerai Ayam Gepuk 47, and Dking SS2 Durian, while making easy cross-border payments using Maybank’s MAE and Maybank2u apps.

The second episode, released three days ago, flips the roles, with Pamela introducing Ming Yue to her favourite food spots in Singapore, including Zam Zam Restaurant and The White Label. Throughout the episodes, both hosts inject humour with cheeky jabs about each other’s countries, nodding to the friendly rivalry that Singaporeans and Malaysians share.

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According to a Maybank spokesperson, the aim of the campaign is to make cross-border financial experiences “simpler, more intuitive, and human-centred” across both markets. “We want to provide seamless and secure digital banking experiences, reflecting how people live and spend across the Causeway,” the spokesperson told MARKETING-INTERACTIVE.

Food was chosen as the anchor theme for the series, with Maybank positioning it as both a symbolic and strategic choice. “Food is a shared cultural passion between Malaysians and Singaporeans, making it a natural storytelling lens. It connects communities, sparks conversations, and fits organically into daily spending behaviours,” the spokesperson explained. “With features like Scan & Pay working seamlessly across both countries, food merchants are key to encouraging adoption, making food both a symbolic and strategic choice.”

"The hungry neighbours" series also builds on Maybank’s wider brand ambition in the region. The spokesperson noted that while the campaign is focused on Malaysia and Singapore, it reflects a broader ASEAN strategy. “As a bank present in all 10 ASEAN member countries, we make cross-border banking effortless and human – connecting everyday moments and accelerating our digital evolution. The food theme also amplifies our Served Your Way brand campaign, aligning with Maybank Singapore’s 65th anniversary,” they added.

Hosted primarily on Instagram, the series leans heavily on influencer storytelling. Creators were selected based on data insights around their cross-border reach and engagement, with Maybank citing Pamela and Maddy (@maddybreteche) as examples of talent with strong followings on both sides of the Causeway. “Beyond numbers, we prioritised authenticity, chemistry, and storytelling ability – choosing creators who can seamlessly integrate product narratives into content that feels fun, real, and enjoyable to watch,” the spokesperson said.

Across four episodes, "The hungry neighbours" will travel to food destinations in Singapore, Klang Valley, and Penang. Each episode will feature local favourites, shared dishes, and everyday cross-border experiences of young consumers, all delivered with a mix of humour and relatability.

Beyond this series, Maybank Malaysia recently partnered with Wabikong TV’s Sai for a Chinese-language social campaign titled “槟城打工30天” (“Working 30 Days in Penang”), which highlights the diverse jobs Penangnites hold across various industries, anchored around the ease of business banking with Maybank’s business account services.

Meanwhile, on Maybank Singapore’s social platforms, the bank has been working with influencer partners on its “Tap, Track, Win” campaign and producing its own content series, “Tap into Insights.” Last month, it also launched a TikTok account under the handle @maybanksingapore.

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