HLB CNY Film Showcases Inspiring Story behind Sin Eng Hoe

Kuala Lumpur, 8 February 2024 – In celebration of Chinese New Year, Hong Leong Bank (“HLB” or the “Bank”) has released their CNY video, this time featuring the inspiring story behind Sin Eng Hoe Biscuit Factory, a family-run business coming from humble beginnings in 1961 to become one of the biggest biscuit makers in Malaysia, known around the country especially for its famous Kaya Puffs.

Titled  “Wealth of A Lasting Legacy”, the video highlights the biscuit makers’ long legacy in the industry, rooted in their tenacity, creativity and spirit of upholding family traditions and values. Sin Eng Hoe have been loyal customers of the Bank for many years, with their employees and various operations fully utilizing its holistic suite of products ranging from individual and fixed deposit accounts, to junior accounts and shop loans. HLB has even assisted them in applying for relief funds during the COVID-19 pandemic.  

Zalman Zainal, Chief Marketing and Communication Officer of HLB commented on HLB’s tradition of using the festive period to showcase inspiring customer stories.

“As a Bank, we are proud to have provided long-term, personalized support to all our customers, and we see our festive campaigns and videos as a way of showcasing the inspiring stories that arise from our partnership with these customers. We want to use our platform to elevate these stories of families and businesses, shining a light on their journeys through heartwarming narratives.

With Sin Eng Hoe, we wanted to highlight them as a business with a legacy filled with passion and perseverance. As a Bank that prioritizes customer-centricity and innovation in designing financial solutions to meet the needs of our customers, we wanted to showcase Sin Eng Hoe as a great example of how a business can succeed through the generations with the support of our personalized products and services. We are inspired by their enduring spirit to grow the family business, and as the business is handed down to the next generation, we hope their legacy and identity will follow suit, ensuring their business longevity and continued success”

Besides telling a feel-good story, the Bank is also using this opportunity to announce their refreshed focus on wealth management, in line with its new 3 - 5 year transformation plan, setting the foundations for it to become Malaysia’s Best Run Bank. In its efforts to enhance its wealth management capabilities and make information on wealth management more accessible, HLB has organised wealth symposiums in Kuala Lumpur and Penang to empower customers with valuable insights to navigate the ever-evolving investment landscape The Bank will also launch an inaugural podcast series coming out in February 2024 with episodes discussing tips, insights and burning questions regarding wealth accumulation.

In conjunction with the Chinese New Year celebrations, HLB is also offering special promotions for customers planning to kick-start their wealth management journey, including a chance to win prizes over RM30,000 when they invest through HLB Connect online from now until 31 May 2024.  To find out more, please visit: https://www.hlb.com.my/cny

Watch HLB’s Chinese New Year video, featuring Sin Eng Hoe here:

https://www.youtube.com/watch?v=QtRDG14x7Pk

For more information on HLB’s wealth management solutions, please visit

https://www.hlb.com.my/en/personal-banking/hlb-connect/wealth.html