Hong Kong Digital Bank Rebrands Again in Under 4 Months, Now 'EleBank'
AM730 · 2 SOURCESabout 1 hour ago3 MIN
Summary
Futu and Xiaomi-backed digital bank EleBank has changed its Chinese name again, less than four months after adopting its previous identity. The bank, originally known as Airstar Bank, will now be called '大象銀行' while keeping its English name EleBank. Customer services confirmed the rebranding, stating it will not affect any accounts, assets, or services.
Key Points
- The bank's Chinese name has been changed from 象象銀行 to 大象銀行, with English name EleBank remaining unchanged
- EleBank originally operated as 天星銀行 (Airstar Bank) before rebranding in April this year
- Major shareholder Futu first disclosed its investment in 2024 and completed a share placement in September, becoming the controlling shareholder
- The bank has informed customers of the change via official notification, and customer services confirmed the rebranding is genuine
- All accounts, assets, transactions, and services remain unaffected by the name change
Why It Matters
The rapid succession of rebrands highlights the aggressive strategic positioning by Futu, which now controls the digital bank as the Hong Kong virtual banking sector continues to evolve amid intensifying competition.
The rapid succession of rebrands highlights the aggressive strategic positioning by Futu, which now controls the digital bank as the Hong Kong virtual banking sector continues to evolve amid intensifying competition.