yuu Rewards Club recognised at Retail Asia Awards 2025

The brand bagged the Loyalty Programme of the Year - Hong Kong accolade from the awards programme.

yuu Rewards Club earned recognition at the Retail Asia Awards 2025 for redefining loyalty and retail engagement in Hong Kong with its coalition partners.

The brand, powered by DFI Retail Group, has established itself as Hong Kong’s No.1 loyalty programme. It has created a coalition that connects more than 5 million members with over 2,500 retail and dining stores and over 40 online platforms in Hong Kong and Macau, all accessible with a single mobile app.

yuu brings together the city’s most loved and trusted brands such as Wellcome, Market Place, Mannings, 7-Eleven, IKEA, KFC, Pizza Hut, Maxim’s Group of restaurants, Starbucks, Shell, Hang Seng enJoy Card, FWD Hong Kong, and Hang Seng Insurance, therefore offering customers seamless ways to earn points and redeem rewards whilst shopping, dining, and spending on financial services. 

Since 2020, the programme has continued to evolve and now includes pillars such as travel and fashion.

During the challenges in the retail landscape in 2024, yuu leaned into its core strengths, which are its members and partner network.  

It strategised by boosting member loyalty with personalised offers and by driving incremental traffic and business for its partners. 

The brand has built a win-win-win ecosystem. yuu’s coalition model creates value across the board. For members, it means more chances to earn points and redeem exciting rewards of great value. For partners, it means increased business potential through powerful campaigns and cross-partner collaborations. For yuu, meanwhile, it means deeper loyalty,enhanced perceived value of points, and stronger market leadership.

Some of its key initiatives in 2024 were the Bonus yuu Points promotion, where members earned up to 9x yuu points for limited-time promotions. Additionally, it had crazy yuu points Sweepstakes campaigns offering bonus point giveaways.

On the redemption side, yuu offered up to 70% off on points for redeeming festive items during the Christmas season, generating excitement and engagement by uplifting value of yuu points. Iconic redemption deals encouraged store visits at partner stores whilst offering great value to members. 

Furthermore, yuu’s powerful CRM platform enabled targeted campaigns. It promoted timely offers that delivered relevancy, lifted engagement, and measurable ROI for partners.

yuu’s strength lies in uniting diverse and everyday categories under one coalition programme. With more places to earn and redemption of greater value, yuu leads the evolution of loyalty in Hong Kong.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in the Asia-Pacific region. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

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 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].