Octopus doubles down on silver generation with return of 8.28 JoyYou Fest

Octopus Cards Limited has returned with the second annual “8.28 JoyYou Fest” (8.28 樂悠節), doubling participating brands to 120 from last year’s 60. The programme aims to reinforce Hong Kong’s largest celebration for the silver generation.

The HK$8.28 million cash rebate is also back, offering HK$8 cashback on purchases of HK$100 or more from 28 August to 10 September. With the expansion, the festival now spans over 6,600 retail locations, nearly twice of last year’s 3,500 outlets.

Data from Octopus shows spending among the silver generation continues to grow robustly, underlining the festival’s economic impact on local retail and dining. The programme also ties in with the government’s “HK$2 scheme” transit subsidy, supporting JoyYou cardholders aged 60 and above and other eligible residents.

Don’t miss: Octopus partners with over 60 brands to launch shopping rewards for elderly

The 2025 festival expands beyond last year's dining and supermarket focus to include telecommunications providers SmarTone, China Mobile Hong Kong and CSL, plus electronics retailer Fortress. Major dining partners include McDonald's offering four-meal vouchers for HK$100, Starbucks buy-one-get-one-free beverages, and Maxim's 30% off takeaway.

Grocery partnerships feature Hong Kong Market's half-catty lean pork for HK$10, PARKnSHOP's 12% off designated brands for purchases over HK$128, and 759 Store's 30% off all items.

"Our nearly two million JoyYou friends are Hong Kong's most experienced and discerning consumers. They know value, they have spending power, and they're driving our next chapter. With over 120 merchant partners joining this year, JoyYou Fest has proven to be one of the most anticipated campaigns that can invigorate local businesses while fostering intergenerational connections across our city," said Tim Ying, CEO of Octopus.

“Hong Kong is a multigenerational society. Octopus is proud to work with the government and business partners to encourage more and better connections between younger and older family members, supporting their active participation in the wider communities, as well as improving the quality of life through a simpler and more convenient payment experience,” Ying added. 

MARKETING-INTERACTIVE has reached out to Octopus for more information. 

Boosting the silver economy has become a key focus for the Hong Kong government as of late. Back in May, the Hong Kong government unveiled 30 measures to promote the development of the silver economy and enable the elderly to share in the benefits of economic growth.

In June, Hong Kong social groups and businesses also joined forces to create a platform named 銀髮經濟發展聯盟 to support silver economy development, in response to the ageing population in the city.

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