HeyMax expands to Hong Kong with Cathay loyalty partnership

Broader integrations are underway with MoneyHero, Octopus, Preferrd, and Visa.

Singapore-based loyalty fintech HeyMax has officially launched in Hong Kong, marking its first overseas expansion.

The move includes a new regional partnership with Cathay and follows HeyMax’s July 2025 acquisition of Hong Kong-based fintech krip.

The company said the Hong Kong launch is a key step in building an open loyalty platform across Asia. As part of its regional push, HeyMax plans to quadruple its headcount and expand partnerships across travel, payments, and financial services.

In Hong Kong, users can now earn Max Miles at over 300 merchants—including Watsons, Trip.com, Klook, Starbucks, and foodpanda—and redeem them across more than 30 loyalty programmes, such as Cathay, ALL Accor, and Qatar Airways.

The Cathay partnership extends beyond Hong Kong. From launch, Cathay members in Hong Kong and Southeast Asia (Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam) can convert Max Miles into Asia Miles, unlocking both flight and lifestyle rewards.

Broader integrations are underway with MoneyHero, Octopus, Preferrd, and Visa.

HeyMax also introduced product features such as FlyAnywhere, which allows users to redeem Max Miles for flights on any airline and any route. Users can also earn Max Miles through purchases of digital vouchers from platforms like HKTVmall, 7-Eleven, JHC, and Starbucks.