Published on
November 5, 2025
HeyMax, the innovative Singapore-based loyalty and rewards platform, has expanded its footprint into Hong Kong, marking a significant step in its mission to build Asia’s most comprehensive open loyalty ecosystem. The expansion is accompanied by a game-changing partnership with Cathay Pacific, one of Asia’s leading airlines, aimed at providing consumers with unparalleled opportunities to earn and redeem rewards across various sectors, from travel to lifestyle.
This strategic move positions HeyMax as a transformative player in the loyalty space, catering to the growing demand for flexible, integrated rewards solutions. By leveraging Hong Kong’s status as a key global travel hub and financial center, HeyMax seeks to create a seamless experience for consumers, enabling them to turn everyday purchases into valuable travel rewards.
Cathay Pacific Partnership Amplifies Loyalty Benefits for Travelers
At the heart of HeyMax’s Hong Kong launch is its partnership with Cathay Pacific. As part of this collaboration, Cathay’s members in Hong Kong and Southeast Asia can now convert Max Miles into Asia Miles, the airline’s renowned loyalty program. These Asia Miles can then be redeemed for a wide range of rewards, including flights on Cathay Pacific and its partner airlines, hotel stays, and a variety of lifestyle perks through over 800 participating global brands.
The alliance with Cathay Pacific adds significant value to HeyMax’s offering, strengthening the airline’s customer loyalty program by giving members more ways to earn and use their miles. With this partnership, HeyMax not only enhances the rewards experience for Cathay’s members but also brings more flexibility and choice to travelers looking to maximize the value of their everyday spending.
A Seamless Rewards Platform for Diverse Needs
HeyMax is setting a new standard for loyalty programs by offering a truly open and flexible ecosystem that spans multiple industries, including travel, finance, retail, and lifestyle. In Hong Kong, users will have the opportunity to earn Max Miles when making purchases at over 300 popular brands, including Watsons, Trip.com, Klook, Starbucks, and foodpanda. These miles can be redeemed for a wide range of rewards, such as flights, hotel bookings, and exclusive perks from global partners like Qatar Airways, Accor Hotels, and more.
One of the most unique features of the HeyMax platform is its “FlyAnywhere” option. Unlike traditional loyalty programs that restrict users to specific airlines or travel partners, HeyMax allows members to redeem their Max Miles for flights on any airline, to any destination, anywhere in the world. This unparalleled flexibility makes the platform especially appealing to travelers who value choice and convenience when booking their trips.
Enhancing Customer Engagement Through Cross-Industry Collaborations
Beyond its travel partnerships, HeyMax is also working with major players in sectors such as finance, insurance, food and beverage, and retail. Collaborations with companies like MoneyHero, Octopus, Preferrd, and Visa will integrate Max Miles into their existing loyalty programs, offering consumers even more opportunities to earn rewards. By aligning itself with such diverse industries, HeyMax is positioning itself as the central hub of a multi-faceted loyalty ecosystem.
For businesses, this integration means more touchpoints with customers and the ability to offer personalized rewards that drive deeper engagement and loyalty. Whether it’s through a purchase at a local coffee shop or a subscription to an insurance service, HeyMax makes it easier for consumers to accrue miles and get rewarded for their everyday activities.
Hong Kong: The Perfect Launchpad for HeyMax’s Expansion
The decision to launch in Hong Kong is a strategic one, as the city serves as a key gateway for both regional and international travelers. Its reputation as a global financial and business hub, combined with its strong digital infrastructure, makes it the ideal market for HeyMax’s expansion. Hong Kong’s vibrant startup ecosystem and tech-savvy consumer base also provide fertile ground for HeyMax to introduce its cutting-edge loyalty platform to a wide audience.
In addition, Hong Kong continues to be a hotbed for fintech and travel-tech innovation, making it an attractive location for companies like HeyMax that are looking to tap into the growing demand for digital rewards and loyalty solutions. The city’s growing emphasis on technological development and customer-centric services further positions HeyMax as a key player in the future of loyalty programs.
Rapid Growth and Ambitious Regional Targets
HeyMax’s ambitions extend far beyond its Hong Kong launch. The company has set a target to reach one million users and issue over two billion Max Miles across the region by the end of 2026. To support this growth, HeyMax plans to significantly expand its team and continue building partnerships with key regional players.
The company has already demonstrated impressive growth, with a fivefold increase in year-on-year revenue and a projected annualized revenue run rate of US$6 million. As HeyMax builds on its strong momentum, it aims to solidify its position as a leader in the rapidly expanding loyalty and rewards market in Asia, serving a broad spectrum of industries and delivering exceptional value to consumers.
A Vision for the Future: Transforming Loyalty and Travel
HeyMax is more than just a loyalty platform—it’s a vision for the future of rewards. By creating a dynamic, integrated ecosystem that connects consumers with brands across industries, HeyMax is making it easier for individuals to earn rewards that truly matter. The platform empowers users to make the most of their everyday spending, while offering businesses powerful tools to deepen customer loyalty and engagement.
As the company continues to scale across Asia, HeyMax is poised to redefine the loyalty experience, unlocking new opportunities for both consumers and brands. With its innovative approach to travel and lifestyle rewards, HeyMax is setting a new standard for what a loyalty program can—and should—be.
