Hello Kitty craze extends to debit card

What say you on the issue below?

HONG Leong Bank (HLB) recently launched the Hello Kitty debit card designed to appeal to women with young children.

Hello Kitty, the phenomenal white Japanese bobtail cat with a red bow, has mesmerised children, pre-adolescent and adults alike across the world with more than 4,000 stores in the US alone.

The launch of the card is in line with Bank Negara’s effort in promoting cashless payment.

It’s official: Sanrio Hong Kong director Caroline Tsang, Tan and HLB group managing director Yvonne Chia showing a mock-up of the Hello Kitty debit card with the brand mascot.

The card takes funds directly from the customers’ Hong Leong savings or current account when a retail purchase is made. In terms of convenience, it provides access to customers’ money worldwide through ATMs.

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.

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 card offers tailor-made privileges and special edition Hello Kitty collectibles for customers.

Recent research suggests that Asian consumers express fanatical devotion to the Hello Kitty brand, with valuable collectibles auctioned at high prices on eBay.

Besides the flexibility and convenience of making retail purchases at over 29 million Visa, MasterCard and MEPS merchants worldwide, the card offers security and peace of mind as the purchase liability loss is limited to RM150 only.

Cardmembers can also view their transactions online for free.

“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 HLB group consumer banking chief operating officer Moey Tan.

In conjunction with the launch, HLB is giving away 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 now until March 31 next year.

Limited edition merchandise are also available for customers to redeem when they deposit into savings or current account or spend with their Hong Leong Hello Kitty debit card subject to applicable terms and conditions.