DFI Retail Group - yuu Rewards wins at Retail Asia Awards 2026

The yuu Rewards ecosystem strengthens Hong Kong’s retail resilience through strategic local value injection and hyper-personalised digital engagement.

DFI Retail Group - yuu Rewards won Loyalty Programme of the Year - Hong Kong in the Retail Asia Awards 2026. The programme maintains its position as the No. 1 Loyalty Programme in the region, serving 6 million members, which represents over 70% of the local population.

Since its launch in 2020, yuu has united a diverse repertoire of brands under a single digital umbrella. This network includes over 2,500 retail outlets and 40 online platforms, spanning grocery, health and beauty, convenience, home furnishing, dining, finance, travel, and fashion Partners such as Wellcome, Mannings, 7-Eleven, IKEA, and Hang Seng Bank.

Amidst a structural shift where residents migrated weekend consumption to the Greater Bay Area in 2025, yuu launched a Keep Spend Local strategy. This initiative focused on maximising domestic utility and defending the local dining sector through aggressive incentives.

Gamifying loyalty with the Jetso Chicken Growth Diary

To celebrate its fifth anniversary, the company executed a massive value-injection campaign by encouraging members to use their Points to redeem for exclusive rewards at up to 50% off and discounted cash vouchers across its partner network. The campaign utilised an in-app gamified experience called the Jetso Chicken Growth Diary to cultivate daily usage habits. Members completed mission-based tasks and daily check-ins to earn points whilst nurturing a digital mascot.

In just 4 weeks, the campaign achieved a 10% increase in Top-of-Mind Awareness (TOMA) and a 19% surge in Brand Buzz. Critically, yuu facilitated the redemption of yuu Points and reinvested into partners' businesses. This represented a 59% redemption uplift and a 28% increase in the redeemer population.

Furthermore, yuu collaborated with Hang Seng Bank to revamp the enJoy Credit Card into the "Local Dining Daily Essential" in response to unprecedented pressure on the local dining sector from GBA competition. The partnership combines a 4x Points accelerator with year-round 50% discounts at over 400 iconic dining outlets, including Maxim's Group, KFC, Pizza Hut, and Starbucks.

While cross-border competitors rely on generic discounts, yuu offers hyper-personalised value. The programme delivers everyday personalised offers and communications by analysing spending data and app engagement behaviour, resonating deeply with local consumer needs.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].