Prudential taps Panther Chan for knit-art CNY takeover at Star Ferry terminus

With the Year of the Horse approaching, Prudential Hong Kong has teamed up with Canto-pop star and knitting enthusiast Panther Chan to transform the Tsim Sha Tsui Star Ferry Bus Terminus into a vibrant, knit-inspired showcase—spreading warm New Year wishes across the city.

To extend the festive spirit, Prudential will once again host special public activities for both citizens and tourists on the first day of the Lunar New Year.

Don't miss: Prudential and Shiseido drive engagement through cross-industry partnership

Available until mid-March, the knit-art takeover turns the everyday bus stop into an exclusive photo destination. The design weaves together auspicious seasonal elements—such as peach blossoms, kumquat trees, koi fish, and the God of Wealth—with Prudential’s iconic branding, injecting festive energy into the bustling transport hub. As a personal touch, Chan has hidden her own hand-knitted creations within the installation, inviting visitors to explore and snap the perfect shot.

In conversation with MARKETING-INTERACTIVE, Ivan Choi, chief customer and marketing officer, Prudential Hong Kong, said Chan represents a new generation of Cantopop artists who are energetic, creative, and deeply connected with local culture.

"Her strong personal style, artistic sensibility, and positive public image align naturally with the handcrafted, warm, and festive spirit of the knitting decoration project. Strategically partnering with local artist like Panther also resonates with young audience in Hong Kong, making her an ideal partner for the public art showcase in the heart of Tsim Sha Tsui."

On the first day of the Lunar New Year, Prudential is offering complimentary Star Ferry rides on the Tsim Sha Tsui to Central route. The public can enjoy a scenic harbour journey and “walk with good fortune” (行大運) as the Year of the Horse begins. The free rides also provide convenient access to the Chinese New Year Night Parade, allowing more people to soak up the festive atmosphere. Services run from 6:30 am to 11:30 pm.

Prudential will be giving out limited-edition gifts at the Tsim Sha Tsui Star Ferry bus terminus on the first day of Lunar New Year. These auspicious items are crafted to bring good luck and health as we gallop into a prosperous year.

In terms of marketing strategies, Prudential aims to elevate the Tsim Sha Tsui bus terminus and the area around into a year-round festive landmark for Hongkongers and tourists, celebrating the holidays with happiness and prosperity, Choi explained.

The initiative will be amplified via social media such as Instagram, Facebook, WeChat, Threads, Xiaohongshu, LinkedIn at brand-owned accounts; celebrity collaboration posts across Chan’s channels; lifestyle and entertainment-focused media; staff emails and promotional notification at insurance agents APP (PRUForce) and organic sharing by Chan's fans participated in the installation.

“Lunar New Year is about togetherness, renewal and sharing good fortune, and this activation reflects Prudential’s long-standing commitment to being part of the everyday moments that matter to Hong Kong people. By partnering with Chan and transforming a familiar public space into a creative, festive landmark, we hope to bring warmth, joy and a sense of community to the city. From the knit-art installation to free Star Ferry rides on the first day of the New Year, this celebration is our way of wishing everyone a healthy, prosperous start to the Year of the Horse," Choi added.

Back in November 2025, Prudential Hong Kong forged a strategic cross-industry partnership with Shiseido Hong Kong, bringing together the worlds of insurance and beauty to deliver a holistic, lifestyle-oriented experience for the community.

This partnership aimed to drive cross-brand synergy between Prudential and Shiseido by offering Shiseido's special privileges and unique experiences to Prudential customers, financial consultants and employees.

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