HSBC showcases iconic main building in hit drama The Queen of News 2

HSBC has extended its partnership with TVB for the recent hit drama The Queen of News 2 (新聞女王2), with several scenes filmed at the HSBC Main Building in Central.

A spokesperson from HSBC told MARKETING-INTERACTIVE that this partnership with TVB, which began in early 2024, builds on the popularity of The Queen of News by engaging actress Charmaine Sheh, the lead character, and transforming her into HSBC’s “Queen of finance” (理財女王). Through a four-part video series on TVB’s Scoop (東張西望), Sheh simplified complex financial topics into relatable narratives. 

This year, HSBC has deepened its involvement with The Queen of News 2. For the first time, the bank permitted the production crew to film at the HSBC Main Building in Central, according to the spokesperson.

The drama includes six commercial inserts highlighting the value propositions of HSBC Premier and HSBC Life. As of 17 November, two of these inserts have aired in episode five on TVB and are also available on HSBC HK's Instagram. HSBC has also rolled out behind-the-scenes videos on its Instagram and Xiaohongshu pages to further engage the audience.

To promote the partnership, HSBC hosted the premiere press conference for the drama at the HSBC Main Building on 11 November. That evening, the bank held a premiere event, inviting over 80 HSBC Premier and HSBC Life customers to watch the first episode alongside the show's main cast. Highlights from the event are being promoted on HSBC's Instagram and Xiaohongshu pages.

Don’t miss: HSBC celebrates 160 years with an immersive dive into history

Back in October, HSBC launched an immersive exhibition at Tai Kwun to commemorate its 160th anniversary, inviting visitors to explore its legacy and deep connection with Hong Kong.

The “HSBC 160th Anniversary exhibition: From stories long ago to visions of tomorrow” (滙豐160週年展覽：細說豐年 滙聚未來) is open to the public for free at Duplex Studio, Tai Kwun, Central, until 7 November. Online registration is required.

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