UnionPay Adds a Branding Campaign to its International Strategy

UnionPay International, a payment subsidiary of China UnionPay based in Shanghai, has partnered with foreign cultural icons to promote its brand as UnionPay looks to expand its payments business globally.

UnionPay International’s logo will now be displayed on brochures and tourist maps at locations such as the British Museum, the Louvre, and other locations, the company proudly states in its press announcement. The company’s logo was featured on flags lining The Avenue des Champs-Elysees during Paris' Christmas tree lighting, and along the Singapore River during that city’s tree lighting ceremony.

 "Culture and art is a language beyond borders,” Cai Jianbo, chief executive officer of UnionPay International, said in a press release. “The active participation of UnionPay International in the field of culture and art brings a sense of intimacy to the visiting UnionPay cardholders and promote UnionPay's image as an international brand."

UnionPay cardholders will also receive special deals at New York’s Museum of Modern Art and the Eslite bookstore chain in Taiwan, a popular tourist destination for mainlanders, amongst other locations.   

UnionPay's expansion strategy also includes partnerships with Global Payout, which recently launched a transfer service with the Chinese payment network. Other partnerships include a prepaid card with Rev Worldwide and an e-commerce partnership with Acculynk.