HeyMax, a Singapore-based loyalty and travel rewards platform, has launched in Hong Kong, marking its first international expansion and a new partnership with Cathay.
This move shows HeyMax’s goal to build Asia’s leading open loyalty network, where users can earn and use miles across many brands and partners. The company also plans to grow its team fourfold and add more regional partnerships to support its expansion.
“As one of the world’s leading travel hubs, Hong Kong plays a pivotal role in connecting global travellers,” said Joe Lu, CEO and Co-founder of HeyMax. With both strong outbound and inbound demand, it’s a key market in building our global traveller network. HeyMax is well-positioned to help consumers turn everyday spending into meaningful travel experiences, while enabling businesses in Hong Kong to tap into the travel economy as a powerful way to engage their customers and members.”
In Hong Kong, users can earn Max Miles from over 300 popular brands such as Watsons, Trip.com, Klook, Starbucks, and foodpanda. They can then redeem these miles for flights, hotels, and other rewards from more than 30 programs, including Cathay, ALL Accor, and Qatar Airways.
These partnerships show how HeyMax connects financial, lifestyle, and travel brands on a single rewards platform, helping businesses build stronger customer loyalty and offer more value to users.
Starting today, Cathay members in Hong Kong and Southeast Asia can convert their Max Miles into Asia Miles.
They can then use these miles to redeem travel and lifestyle rewards, including flights with Cathay Pacific, partner airlines, and rewards from more than 800 global partners.
“As a premium travel lifestyle brand, partnering with HeyMax enables us to further strengthen our lifestyle ecosystem beyond our home hub of Hong Kong, giving our community of travellers across Southeast Asia more ways to turn everyday spending into meaningful travel experiences,” said Jonathan Ng, Cathay Regional Head of Customer Travel & Lifestyle for Southeast Asia and Oceania. “This partnership reflects our ongoing commitment to delivering greater flexibility, value, and choice to our members, wherever they are in their travel journey.”
“Hong Kong is one of Asia’s most influential markets for travel, finance, and lifestyle, a natural fit for HeyMax’s next phase of growth,” said David B. Wang, General Manager of HeyMax Hong Kong and Global Head of Loyalty Partnerships. “Through close collaboration with our partners, we look to help brands connect more deeply with travelers via Max Miles and strengthen our growing network of airline and hotel partners.”
“We welcome HeyMax’s decision to expand in Hong Kong,” said Jayne Chan, Head of Startups at InvestHK. “HeyMax’s expansion into Hong Kong underscores the city’s status as one of the region’s most vibrant startup hubs, with strong technology-powered customer engagement that supports continued growth in the travel and loyalty sectors.”
HeyMax isn’t stopping with just merchants — they’re also teaming up with big names like MoneyHero, Octopus, Preferrd, and Visa in Hong Kong and beyond. These partners are weaving Max Miles into their own rewards and loyalty programs to keep customers more engaged.
On top of that, the FlyAnywhere feature is super cool — it lets users redeem Max Miles for any flight, on any airline, anywhere. Plus, you can rack up more miles when buying digital vouchers from local faves like HKTVmall, 7-Eleven, JHC, and Starbucks, or when shopping for certain lifestyle goodies.
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