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For many of Hong Kong’s high-flying executives and entrepreneurs alike, Central is already part of their working day.
That proximity is part of the reason why OCBC has chosen the prime location of 35 Queen’s Road Central for its Central Branch. Here, clients can access wealth management services close to where they work or spend their time, in a cosy, private setting, while eligible Premier Private Clients can also access health and wellness support available in the same building. Fewer separate journeys can leave more time for work, family and life outside both.
The opening also comes as the role of the brick-and-mortar bank branch is now very different from what it was even less than a decade ago. As everyday transactions can now be handled easily and securely through digital channels, the value of physical branches increasingly lies in conversations that benefit from professional advice, privacy and trust.
For affluent clients, that can mean discussing investments, succession or other important financial needs face to face. OCBC’s Central Branch is taking an early lead in this direction, combining private advisory and meeting spaces with hospitality, lifestyle offerings, while selected wellness services are available to eligible Premier Private Clients.
Reimagining the branch experience
Held on September 29, the grand opening was attended by senior management, government and business leaders, partners and singer-songwriter Hanjin Tan. The occasion also marked the introduce of its new Premier Private Client Centre and the unveiling of a 3D LED display wall on the building façade.
With the addition of its newly opened second and third floors, the expanded premises give OCBC considerably more room to rethink what eligible Premier Private clients can do during a branch visit.
The approach also draws on OCBC’s Singapore origins and long presence in Hong Kong. That relationship is expressed in its latest campaign, “A Tale of Two Cities, For Your Wealth and Beyond”, which presents the two financial centres as complementary bases for serving clients whose business, wealth and families may increasingly cross borders.
A façade inspired by the Hong Kong spirit
A 3D LED display wall on the branch façade introduces an original cast of animated characters inspired by qualities associated with Hong Kong people. “Manager Cat” represents innovation and entrepreneurial spirit, while the “Prosperity Dog “ embodies trust and reliability, and the “Agile Monkey” represents adaptability and an ability to recognise opportunities.
Reflecting the spirit of the Twin Hubs, the characters give wealth planning ideas a more playful expression. Seeking opportunities, protecting accumulated wealth and preparing for the future are represented by personalities encountered on Queen’s Road Central instead of being confined to a banking brochure.
There is an Instagrammable side to the campaign, too. Until October 31, visitors can photograph the display from a designated location outside Loke Yew Building at 50–52 Queen’s Road Central, with at least one of the cat, dog or monkey characters visible. After posting the photos on Facebook, Instagram, WeChat or Xiaohongshu with the specified campaign hashtags, visitors can redeem a limited-edition OCBC character blind box at the Central Branch, subject to terms and conditions.
The installation gives passers-by a reason to interact with the branch even without a banking appointment, while the blind box turns the digital characters into something tangible.
A Hong Kong story with Singapore roots
The same two-city idea is explored through music in OCBC’s new advertising campaign. Hanjin Tan has a tale of two cities of his own. Born in Singapore before establishing his career in Hong Kong, the singer-songwriter and Hong Kong Film Award winner embodies the connection at the centre of the campaign. He appears in the TVC and also composed and wrote its theme song.
Inspired by the spirit of Hong Kong, the campaign follows aspirations at different stages of life. Creating wealth may dominate earlier years; preserving it can become increasingly important as responsibilities grow; later, succession and preparing for the next generation can become a priority.
Tan’s career has crossed the same two cities that OCBC uses for its regional proposition, allowing the campaign to talk about wealth through personal ambition, family and long-term planning instead of financial products alone. “The sense of being at home, the trust, and the peace of mind are what OCBC Premier Private Client offers,” said Tan, who is also an OCBC Premier Private Client, at the Central Branch grand opening.
Embedding wellness into the wealth journey
The new Premier Private Client Centre occupies the second and third floors of the Central Branch, with Singapore-inspired interiors, private meeting areas and a garden terrace. Through its “Navigating Your Wealth & Wellness Together” proposition, OCBC offers eligible Premier Private Clients access to personalised wealth management, wellness privileges, regional banking, lifestyle experiences and legacy planning services.
Through a partnership with Fullerton Health, eligible Premier Private Clients can access personalised one-to-one nutritionist consultations at a dedicated consultation room conveniently located within the same building, as well as cross-border medical referral services and regional healthcare support, subject to applicable terms and conditions.
[Premier Private Client Centre]
Commenting on the grand opening of OCBC’s Central Branch and the soft launch of its new Premier Private Client service in Hong Kong, Mr. Wang Ke, Head of Greater China of OCBC and Chief Executive Officer of OCBC Hong Kong, said, “Hong Kong remains a key wealth management hub in Asia and an important market for OCBC. The opening of our Central Branch and the soft launch of Premier Private Client mark an important milestone in our growth journey in Hong Kong.
Mr. Sunny Quek, Head of Group Consumer Financial Services, OCBC, added, “OCBC Premier Private Client is a key offering of our wealth franchise, supporting our customers’ increasingly sophisticated wealth needs. We are now extending the experience to Hong Kong as we strengthen our Singapore-Hong Kong twin wealth hubs to capture rising Asian wealth flows.
Ms. Josephine Lee, Head of Consumer Financial Services, OCBC Hong Kong, said, “Hong Kong’s affluent customers are increasingly seeking trusted advice that extends beyond investment returns to address wealth preservation, liquidity management, retirement planning, healthcare needs and legacy planning for the next generation. By bringing together personalised wealth management, wellness support and regional connectivity, OCBC Premier Private Client aims to support customers’ financial, family, lifestyle and wellness aspirations through different stages of their wealth and life journeys. This reflects our purpose to enable people and communities to realise their aspirations.”
OCBC’s new Premier Private Client Centre combines private advisory and meeting spaces with a health and wellness proposition for eligible Premier Private clients.
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