BEA’s SupremeGold campaign: Empowering customers to realise their ideal life

This post is sponsored by Bank of East Asia (BEA).

The Bank of East Asia’s SupremeGold and SupremeGold Private 2025 campaign – “Don’t just be rich, be wealthy” – featuring Joey Yung, invites customers to actively shape their ideal lives through financial independence and well-informed choices.

By focusing on flexible life transitions driven by ambition and family values, the campaign places customer priorities at the heart of contemporary wealth management.

Insights from a recent BEA affluence survey revealed a clear shift: customers now seek to chart their own path and regard legacy planning as an ongoing form of personal achievement. The campaign’s narrative, amplified by Yung’s authentic voice and motivations, repositions wealth management as an enabler of growth, protection, and the thoughtful transfer of prosperity.

Through a series of videos and digital content highlighting Yung’s perspectives, BEA showcases tailored solutions for wealth management, legacy planning, and responsible financial habits.

Since the launch, the campaign has achieved notable engagement and increased customer interest, reinforcing the relevance of BEA’s proposition.

This positive response underscores how BEA’s comprehensive approach has effectively communicated the benefits of securing one’s financial future.

With its SupremeGold and SupremeGold Private 2025 campaign, BEA has demonstrated how strategic planning and integrated services can turn aspirations into reality, while establishing a forward-looking model for customer engagement.