HLB launches limited edition Hello Kitty Debit Card

Kuala Lumpur, 18 October 2011 - Hong Leong Bank (HLB) today launched the "first-to-market" Hong Leong Hello Kitty Debit Card designed to appeal to young ladies and women with young children. Hello Kitty, the phenomenal white Japanese bobtail cat with a red bow, has mesmerized children, pre-adolescent and adults alike across Asia, Europe and America over the last three decades with more than 4,000 stores in the US alone. In Japan, the character is recognised as the equivalent of Mickey Mouse in Walt Disney. The launch of this new and innovative product is in line with Bank Negara Malaysia's continuous effort in promoting cashless payment.

HLB has a social responsibility towards cultivating good spending habits among Malaysians. The Hong Leong Hello Kitty Debit Card takes funds directly from your Hong Leong Savings or Current Account when you make a retail purchase. In terms of convenience, it provides instant access to your money worldwide through ATMs, thus it is safer than carrying cash.

The foundation of the Hello Kitty brand is "small gifts nurture big friendship". Sanrio, the founder of Hello Kitty, believes that the gesture of giving creates a "feel-good" emotion for both sender and receiver which is the fundamental that underpins the success of Hello Kitty. Together with HLB, the partnership with Sanrio aims to promote friendship, offering small gifts as a launch pad to deepen customer's banking relationship and institute customer loyalty.

The new Hong Leong Hello Kitty Debit Card is dedicated to ladies, and offers tailor made privileges and special edition Hello Kitty collectibles for Hong Leong Bank customers. Recent research suggests that Asian consumers express utmost fanatical devotions to the brand with valuable collectibles auctioned at thousands of USD and sold at eBay.

Besides the flexibility and convenience of making retail purchases at over 29 million VISA, MasterCard and MEPS merchants worldwide, the Hong Leong Hello Kitty Debit Card offers security and peace of mind as the purchase liability loss is limited to RM150 only in the event that the card is lost or stolen. Cardmembers can also view their Debit Card transactions online for free. Furthermore, Cardmembers get to enjoy special privileges for ladies ranging from beauty to fashion, health and fitness, etc."Given the huge growth potential with currently 10.9 million Debit Cards in Malaysia, HLB aspires to be a formidable player in the industry to promote cashless payment with a differentiated value proposition and target market." said Ms. Moey Tan, Chief Operating Officer, Group Consumer Banking of Hong Leong Bank.In conjunction with the launch, HLB is giving away a Grand Prize of a special edition Hello Kitty Suzuki Swift 1.5L car when customers deposit and apply for a Hong Leong Hello Kitty Debit Card. In addition, 250 pieces Hello Kitty Trolley Bags worth RM599 each will be given as monthly prizes from 15 October 2011 to 31 March 2012. Limited edition merchandizes are also available for customers to redeem when they deposit into any Savings or Current Account or spend with their Hong Leong Hello Kitty Debit Card subject to applicable terms and conditions.

To exemplify effort on social responsibility, HLB jointly worked in partnership with Estee Lauder Companies "Pink Ribbon" campaign to create awareness on breast health and raise funds directly to 4 charitable organizations in Malaysia that benefit breast cancer research. The event was held at the Pavilion Shopping Centre from 14-16 October 2011 whereby many activities were organized to create awareness and raise funds such as photo opportunity with the Hello Kitty mascot at a nominal fee of RM20, Meet & Greet with local favourite celebrities, hospital checks, makeover service booths, lucky draw, Hello Kitty Kids Fashion Show and many more.

For details on the Hong Leong Hello Kitty Debit Card promotion, visit any of its Branches on log on to www.hlb.com.my.

-END-Press Release - 18/10/2011