Loyalty and travel rewards platform HeyMax has made its first international launch in Hong Kong, partnering with Cathay to connect more users and merchants across the region.

The Singapore-based company said the move supports its goal of building Asia’s leading open loyalty ecosystem.

The expansion follows its July acquisition of Hong Kong fintech firm krip and is part of plans to quadruple its team and strengthen regional partnerships.

HeyMax reported fivefold year-on-year revenue growth and an annualised revenue run rate of US$6 million as of May.

It aims to reach one million users and issue over two billion Max Miles across the region by the end of 2026.

Hong Kong users can now earn Max Miles through more than 300 merchants including Watsons, Trip.com, Klook, Starbucks, and foodpanda, and redeem them for flights, hotels, and rewards from over 30 loyalty programs such as Cathay, ALL Accor, and Qatar Airways.

Cathay members in Hong Kong and Southeast Asia, including Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam, can convert Max Miles into Asia Miles and redeem them for flights on Cathay Pacific, partner airlines, and over 800 partners worldwide.

HeyMax’s FlyAnywhere feature lets users redeem Max Miles for any flight on any airline worldwide.

Users can also earn miles when purchasing digital vouchers from local retailers such as HKTVmall, 7-Eleven, JHC, and Starbucks.

The company is working with regional partners including MoneyHero, Octopus, Preferrd, and Visa, which are integrating Max Miles into their rewards and customer engagement programs.

Joe Lu, CEO and Co-founder, HeyMax, said,

“As one of the world’s leading travel hubs, Hong Kong plays a pivotal role in connecting global travellers. 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.”

“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.

This partnership reflects our ongoing commitment to delivering greater flexibility, value, and choice to our members, wherever they are in their travel journey.”

said Jonathan Ng, Cathay Regional Head of Customer Travel & Lifestyle for Southeast Asia and Oceania.

Featured image: Edited by Fintech News Singapore, based on image by Freepik

This article first appeared on fintechnews.sg