X Wallet taps Edison Chen to champion financial freedom

Smart financial services platform X Wallet has named Asian pop culture icon Edison Chen as its brand ambassador, using AI to revive his millennial-era image in a new ad campaign.

According to X Wallet, bringing Chen on board is not merely a celebrity endorsement but a true alignment of brand DNA. Having stayed ahead of the curve for decades, Chen's pioneering spirit and refusal to follow the crowd resonate deeply with X Wallet's mission to disrupt traditional lending services through innovative financial technology.

Available until 25 May 2027, the campaign is developed in collaboration with creative agency Durian and media and digital agency PHD Media. It features the tagline "Time & money. Yours at once." (時間 x 金錢，一步兼得), aiming to convey a positive message to Hong Kong citizens and the younger generation: "Take control of your finances, embrace life’s challenges without fear" (自主掌控財務、無懼生活挑戰). Powered by advanced AI algorithms, the X Wallet app allows users to submit applications without in-person appearances, catering to Hong Kong's fast-paced digital lifestyle.

To bring this message to the audience, the campaign has used "AI reborn" technology to recreate a young Chen from the early 2000s, at the peak of his looks and rebellious energy.

As part of the campaign, a one-minute video has been rolled out. In the ad, the millennial-era Chen has a cross-time conversation with the mature, stylish 2026 Chen. This aims to not only bring back collective memories for people in Hong Kong and create a cultural buzz, but also reflect X Wallet's AI-powered loan approval technology. 

Chen, with his signature cool and relaxed charisma, embodies the decisiveness and confidence that modern people aspire to when facing life's choices. With the “AI reborn” technology, the video captures and highly restores the facial expressions, signature crooked smile, and voice characteristics of Chen from the early 2000s.

On the fintech front, the campaign has tied into X Wallet's technological DNA by replacing tedious manual reviews with a fully automated, ultra-fast approval experience. Users can borrow and repay flexibly, while the ad's "dialogue between past and future" (過去與未來對話) theme reflects how X Wallet uses AI to unlock possibilities for its users.

The campaign will gradually roll out across Hong Kong's key shopping districts, MTR stations, major social media platforms, and streaming services. X Wallet will also launch limited-time promotional offers alongside the campaign.

The campaign's return on investment is measured in terms of branding, including brand awareness, consideration, and ad recall, as well as business outcomes such as application volume growth and customer quality improvement.

Mercer Ng, brand and marketing director at X Wallet, said: “Chen has always been a cross-generational icon of trend culture. By leveraging cutting-edge AI to revive his dashing millennial persona across time and space, we are not only embarking on a daring visual aesthetic and artistic experiment but also reaffirming X Wallet’s unwavering determination to pioneer innovation in financial technology."

“We are immensely honoured to collaborate with Chen on this year’s trio of brand-conceptual blockbusters. Beyond the sensorially stunning main theme campaign, the public will also witness Chen’s uniquely stylish performance in the 'mini-theatre' ad series for X Wallet’s two core products—'X Cash.AI’ and 'X Loan'.” he added.

Don’t miss: Zero Finance bridges generational divides of wealth in rebranding campaign

Back in July last year, Zero Finance launched a major rebranding campaign for its hero product X Wallet. Conceived to probe how the definition of true wealth had shifted over time, the campaign showcased the quick-witted exchanges between two outspoken celebrities representing different generations.

The campaign included a video ad that starred a pair of Hong Kong celebrities who in many ways epitomise the personalities of two different generations – Anthony Wong, an icon of Hong Kong cinema, and Denis Kwok, also known as 193, a pop singer and TV personality.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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