Citi Hong Kong has launched an “eVouchers” feature within the Citi Mobile App to deliver targeted rewards directly to its digital users.

The initiative integrates value-added services into the bank’s primary digital channel, aiming to meet growing consumer demand for digital spending benefits.

The product launch comes amid strong digital adoption across the bank’s user base.

More than 90% of active cardholders now interact through digital channels, while over 96% of wealth management transactions are conducted digitally.

Internal cardholder spending data reflects changing consumer habits, with Citi recording a 34% year-on-year increase in travel spending and a 16% rise in shopping.

Data from the Mastercard Economics Institute also highlights sustained strength across travel, dining, and lifestyle categories, indicating that customers are becoming more selective and intentional with their expenditures.

“We are strategically transforming the Citi Mobile App into a dynamic hub that delivers both seamless convenience and highly personalised relevance, aligned with our customers’ digital-first lifestyles,”

said Sarah O, Head of Digital Growth and Cards and Unsecured Lending Sales, Citibank Hong Kong.

“By enabling instant voucher redemptions, we are making everyday spending more rewarding.”

According to early performance metrics from the bank, cardholders who used the new feature demonstrated significantly higher digital engagement.

This customer segment also generated more than double the average spending compared to the broader credit card portfolio.

The voucher ecosystem relies on strategic partnerships with local merchants to connect customers with tailored offers.

Citi expects the initiative to strengthen daily digital interactions while supporting the local retail sector in Hong Kong.

Featured image credit: Edited by Fintech News Hong Kong, based on image by Citi