Hong Kong firms use lai see envelopes as marketing tool in digital era
Hong Kong and its tech-savvy residents may have fully embraced digital banking, but companies continue to offer unique and fancy red envelopes, or lai see packets, to clients as an inexpensive way to promote their brand and business.
HSBC and ICBC (Asia) have taken the opportunity presented by the Year of the Snake starting on Wednesday to promote key milestones. Hong Kong's largest bank is celebrating its 160th anniversary, while ICBC completes 25 years in the city. The Hong Kong Gold Exchange, meanwhile, is using lai see to promote its rebranding after being known as the Chinese Gold & Silver Exchange Society for the last 114 years.
HSBC has created a special limited edition set of lai see envelopes featuring the bank's iconic lions and depictions of its Hong Kong headquarters across different eras.
'Despite the emergence of e-lai see, we have observed a consistent demand for lai see envelopes, which tend to run out quickly,' said Cheuk Shum, head of marketing for wealth and personal banking at HSBC Hong Kong, noting that the bank also offers e-lai see services through its PayMe and mobile phone apps. HSBC's limited edition lai see box set to celebrate its 160th anniversary in the Year of the Snake. Photo: Handout
Shum added lai see envelopes were an important tradition as they allowed people to personally greet friends and family and wish them well.
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