Maybank SG connects 'kopi kakis', communal dining traditions and banking

Maybank Singapore has marked its 65th anniversary with a new brand campaign, "Served your way, Maybank", blending ASEAN food culture with modern banking.

The campaign connects familiar flavours and communal dining traditions with the bank’s aim to make financial services more personal, rewarding, and purposeful. Rooted in Maybank’s mission of "Humanising financial services", the campaign draws inspiration from ASEAN meals, where care, sharing and personalisation are central, a philosophy the bank says informs every product, service and customer interaction.

A key element of the campaign is "Kopi kakis" ('coffee friends'), a series of informal engagement sessions over food and coffee where customers provide candid feedback and co-create ideas with the bank. Senior management often joins these sessions, reflecting Maybank’s belief that the best way to serve customers is to listen, connect and respond directly.

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The anniversary activations also combine community engagement with customer appreciation. Maybank will partner with Makansutra to celebrate Singapore’s food heritage and local communities, and has contributed S$65,000 to the Central Singapore CDC’s SG60 Silver Buddies initiative to support seniors in need.

Ice cream treats were distributed at 65 high-footfall locations and Maybank branches, while new deposit account holders received a S$35 cash gift. In the lead-up to the celebrations, 1,800 Maybankers volunteered more than 11,500 hours.

The campaign also highlights Maybank’s wider initiatives in sustainability and cross-border banking. Through its "myImpact" programme, the bank offers ESG (environmental, social and governance) assessments, carbon tracking, flexible financing, HERpower mentoring for women entrepreneurs and Momentum Grants for non-profits.

The "Served your way" campaign will unfold across the island through roadshows and activations, with Maybank emphasising that it delivers more than banking products — it "serves experiences that are thoughtful, flavourful and personal".

“Food can be served in many ways, for many segments of society. In the same way, we place a strong emphasis on customer service, by tailoring our services for different segments, whether at the individual level, or for corporate customers in various industries,” said Alvin Lee, country CEO, Maybank Singapore.

The campaign follows the launch of Maybank’s social initiative "The hungry neighbours", which highlights its cross-border banking services between Malaysia and Singapore. Part of the Maybank Beyond Borders suite, the series features QR payments, instant regional fund transfers via Maybank Overseas Transfers and DuitNow, and linked accounts for easier money management.

It launched on Maybank Singapore and Malaysia’s social media platforms, hosted by Singaporean content creator Pamela Lee Nur Shuhadah (@leeshuhadah) and Malaysian comedian Ho Ming Yue (@mingasaur). According to a Maybank spokesperson, the campaign aims to make cross-border financial experiences “simpler, more intuitive and human-centred” across both markets.

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