On February 7th, the eve of this year’s Chinese Lunar New Year, Tencent’s WeChat, the popular messaging app in China with 650 million monthly active users, will appear on the large screens overlooking Times Square and send Lucky Money to pedestrians.
In Chinese and other Asian societies, a red envelope, also known as a red packet, or hongbao, is a monetary gift – the “lucky money” – which is given during holidays or special occasions.
A giant “red envelope” icon, representative of the Lucky Money contained within, will be shown on the screens overlooking the famous square. At certain times, pedestrians passing through the square will have an opportunity to “earn” some Lucky Money by shaking their handsets as long as they have their Bluetooth and their WeChat “shake” functions turned on. The money will go to the receivers’ digital account in WeChat Wallet. Users can either withdraw or spend through WeChat Payment, a digital payment service provided by WeChat.
The campaign was launched on February 1st, there was also lucky money on 2nd February and besides the 7th (New Year’s eve) there will be WeChat hongbao on 8th between 4pm and 9pm local time, simply using WeChat’s “shake” function in front of the screens.
While the Times Square campaign is on, WeChat Lucky Money is accessible all over the world.
Other declinations of the campaign all over the world, even in offline stores
Overseas Chinese and outbound tourists from Chinese mainland won’t miss WeChat Lucky Money. In Taiwan, Hong Kong, Thailand,Indonesia, South Korea, Japan, and at many other places in Southeast Asia, more than 2,000 stores have rolled out a WeChat payment promotion program during which shoppers can shake their phones and get Lucky Money after payment transacted through WeChat.
WeChat lucky money has turned into a digital tradition for Chinese people
This is the third year that WeChat runs the hongbao campaign. In fact, Chinese people have already adopted the habit of expressing their feelings through WeChat Lucky Money. Sending WeChat Lucky Money has gradually become a new trend and a cultural phenomenon.
The number of Lucky Money being sent and received via WeChat is soaring: 16 million “red envelopes” containing lucky money were sent and received on the eve of Chinese New Year in 2014, while 1 billion such envelopes were sent and received on the same eve in 2015, followed by 500 million envelopes on Children’s Day, 1.4 billion on Chinese Valentine’s Day, more than 2.2 billion during Mid-Autumn Festival (twice as many as on New Year’s eve). 2.31 billion Lucky Money envelopes were sent and received on the last day of 2015.
Plans for worldwide online and offline expansion accompanies the rising number of Chinese travellers
WeChat Payment released its cross-border solution in November 2015. The solution enables Chinese shoppers overseas to pay in yuan (RMB) without worrying about money exchange, while WeChat automatically settles paymentwith retailers in the local currency.
Visitors from China spent approximately $US 164.8 billion on international tourism in 2014 and the number is expected to climb to $US 200 billion in 2015, as the trend indicates the spend increasing by 18% to 25% annually. The WeChat Payment team said that cross-border payments will continue to adhere to its Open Policy, whereby WeChat provides the basic solution while the actual servicing market is left to third-party partners who better understand the overseas markets.
In the past two years, WeChat has been developing and expanding their payment offering in the offline market. At present, more than 300,000 offline stores accept WeChat Payment. WeChat Payment plans to accelerate its overseas presence.
Image over the headline.- Pedestrians passing by in New York’s Times Square can win Lucky Money from WeChat, by shaking their cellphones, when the promotion appears on the large screens overlooking Times Square (NY, USA). (PRNewsFoto/Tencent)