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AIA Unveils “On Your Side” Critical Illness Protection Series Featuring Multiple First-in-Market Coverages
Flexible and Precise Protection Solutions Supporting Customer Health Needs at Different Life Stages
- Introduces On Your Side Insurance Plan 2 / On Your Side Insurance Plan 2 – First Gift # , designed for parents, expectant parents and individuals seeking extensive coverage.
- Launches Essence – On Your Side Insurance Plan, offering essential critical illness protection for budget-conscious customers.
HONG KONG SAR – Media OutReach Newswire – 21 November 2025 – AIA Hong Kong & Macau announces the launch of its new “On Your Side” Critical Illness Protection Series products, offering customers flexible and caring health protection solutions tailored to the diverse needs across different life stages.
According to a survey conducted by AIA@, more than half of the parents and individuals planning to have children are concerned about their children developing childhood cancer. Additionally, more than 40% expressed worries about their children potentially suffering from conditions such as Down Syndrome, Attention Deficit / Hyperactivity Disorder (ADHD). They said their greatest concern is that if their children were unfortunately diagnosed with these illnesses, the high medical and caregiving expenses would become a financial burden.
The On Your Side Insurance Plan 2 / On Your Side Insurance Plan 2 – First Gift # (collectively referred as “On Your Side Insurance Plan 2 series”) covers 115 diseases including critical illnesses, early stage critical illnesses and severe child diseases and provides up to 10 additional claims in total for designated diseases1, with the maximum total benefit reaching up to 1,100% of the Initial Sum Assured2, helping customers face long-term health challenges with greater confidence. To better meet the protection needs of children, the First Gift # edition has been further enhanced with first-in-market* benefits, including Waiver of Premium for Down Syndrome^ and Cord Blood Stem Cell Transfusion Benefit^, offering families more extensive coverage. The series also introduces a first-in-market* Top-up Premium Payment Option11 and Top-up Premium Protector, allowing customers to choose a premium payment option according to their own financial situation at the time of application, thereby enhancing financial flexibility. To further support the insured during critical illness treatment, AIA extends a suite of value-added services to its critical illness insurance products for the first time, including Hong Kong insurance industry-first Care Concierge*3 and One-Stop Oncology Service4, offering multi-faceted health support to help customers navigate their treatment journey with peace of mind.
For budget-conscious customers seeking basic critical illness protection, AIA introduces the Essence – On Your Side Insurance Plan. This plan covers 58 critical illnesses and provides the Big 3 Critical Illness Shield Benefit14, which includes a one-time additional claim for cancer, heart attack or stroke. In addition, additional payment up to 40% of the Initial Sum Assured will be paid as the Prime Age Critical Illness Extra Coverage Booster15 when the Critical Illness Benefit or Big 3 Critical Illness Shield Benefit is paid during the Designated Period15, providing stronger support for the insured during their prime years.
Ms Alice Liang, Chief Proposition & Healthcare Officer of AIA Hong Kong & Macau, said, “Thanks to advancements in medical technology, critical illnesses are no longer necessarily terminal. However, as life expectancy increases, so does the time people may live with illness, and the likelihood of facing multiple critical illnesses over a lifetime. That’s why critical illness protection is no longer optional, but an essential safeguard that stands by customers and their families through prolonged health challenges. The need for sustained financial support has never been greater.
The newly launched flagship On Your Side Critical Illness Protection Series is thoughtfully designed to meet the diverse needs of different customer segments. The On Your Side Insurance Plan 2 series is tailored for those seeking extensive coverage, with the First Gift edition enhancing protection for severe childhood diseases. Through our promotional offer⁵, which includes ‘Personal Medical Case Management Services with Rehabilitation Management’, we help families connect with paediatric care professionals, with an aim to give families greater confidence and peace of mind when facing the unknown.
On the other hand, the Essence – On Your Side Insurance Plan offers essential critical illness protection, with additional coverage for the three major illnesses: cancer, heart attack, and stroke, is ideal for customers who are more budget-conscious and seek value for money.
For the first time, we are also extending value-added services to our critical illness products, delivering personalised medical support that accompanies customers through every step—from diagnosis and treatment to recovery—helping people live Healthier, Longer, Better Lives.”
The promotional offer5 providing complimentary Personal Medical Case Management Services with Rehabilitation Management is available to the eligible insured of On Your Side Insurance Plan 2 – First Gift # for the first two policy years. These services are designed to help families receive prompt support from professional medical teams as needed, along with administrative assistance for access to paediatric services (including private services at the Hong Kong Children’s Hospital16).
AIA has always been committed to caring for children’s physical and mental well-being. Following previous initiatives such as hosting a carnival for patients and their families at the Hong Kong Children’s Hospital and making a donation to support the hospital’s activities, AIA is now further enhancing its health support for children in Hong Kong, demonstrating its long-term commitment to society.
Key Product Features and Value-added Services:
| On Your Side Insurance Plan 2 | On Your Side Insurance Plan 2 – First Gift |
| Designed for customers seeking extensive critical illness protection |
Targeted at expectant mothers aged 18 to 45 and their newborns# |
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| Essence – On Your Side Insurance Plan |
| Designed for budget-conscious customers seeking essential critical illness protection |
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All information above is for reference only and does not constitute any offer and/or insurance product recommendation. The product information in this material does not contain the full terms of the policy, for the details of the product features, terms and conditions, exclusions and key product risks, please refer to the product brochure and policy contract of relevant products or visit the AIA Hong Kong’s website. In case you want to read policy contract sample before making an application, you can obtain a copy from AIA. Life insurance policies are long-term contracts of insurance. Should you surrender the policy early, you may receive an amount considerably less than the total amount of premiums paid. You may choose to purchase the above Plan(s) as a standalone plan without purchasing other type(s) of insurance products at the same time.
| * |
Regarding the first-in-market statement in:
Regarding the “Hong Kong insurance industry-first” statement in “Care Concierge”, as of 31 January 2024, compared against similar services offered by major Hong Kong insurance companies. |
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“First Gift edition” refers to “On Your Side Insurance Plan 2 – First Gift”. The proposed insured of the On Your Side Insurance Plan 2 – First Gift policy must be an expectant mother who (i) must be aged 18 to 45 with gestation period of 22nd week or above at the time of application for the On Your Side Insurance Plan 2 – First Gift policy and (ii) carries the fetus for herself and who will become the legal mother of the newborn child following his/her birth. Only 1 person can be the insured under the On Your Side Insurance Plan 2 – First Gift policy at any given time. The expectant mother is required to apply for a separate On Your Side Insurance Plan 2 – First Gift policy for each fetus if she is carrying twins. On Your Side Insurance Plan 2 – First Gift is not applicable to an expectant mother who is carrying more than two fetuses at the same time. The issuance of the On Your Side Insurance Plan 2– First Gift policy is subject to AIA’s sole discretion and underwriting decision. |
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Only applicable to On Your Side Insurance Plan 2 – First Gift. |
| & |
The insured of the On Your Side Insurance Plan 2 – First Gift policy must have been changed from the expectant mother to the newborn child before AIA will process any claims related to the newborn child under the policy. The policy owner shall notify AIA of the birth of the newborn child and provide a certified true copy of the newborn child’s birth certificate as soon as possible and by 14 days before the first policy anniversary, otherwise the policy will terminate on the first policy anniversary and the insured will lose the cover. |
| @ |
AIA conducted an online survey in August 2025 among 1,000 Hong Kong residents aged 18 to 65. |
| 1. |
Once the total advance payments paid under the policy reach 100% of the Initial Sum Assured, subject to the relevant waiting period, the 10X Multiple Critical Illness Benefit will pay up to 10 additional claims in total for cancer, heart attack, stroke, Alzheimer’s disease / Irreversible organic degenerative brain disorders and Parkinson’s disease. The cover period of the 10X Multiple Critical Illness Benefit is up to age 85 of the insured. Each claim payment under the 10X Multiple Critical Illness Benefit is equivalent to 100% of the Initial Sum Assured. In order to be eligible for a claim payment under the 10X Multiple Critical Illness Benefit, (a) heart attack must be newly diagnosed and must relate to a separate cardiac incident, and (b) stroke must be newly diagnosed and must relate to a separate cerebrovascular accident or incident, producing new findings of new or increased neurological functional impairment.
Together with the claim under Critical Illness Benefit, the maximum number of claims under the policy for the following diseases cannot exceed the following limitations:
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| 2. |
Total benefits payable per policy (under major illness benefit and 10X Multiple Critical Illness Benefit):
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| 3. |
Care Concierge is an additional value-added service of On Your Side Insurance Plan 2 / On Your Side Insurance Plan 2 – First Gift, which is not guaranteed and subject to the respective terms and conditions thereof, and does not form part of the contractual benefit of On Your Side Insurance Plan 2 / On Your Side Insurance Plan 2 – First Gift. AIA reserves the right to amend, suspend or terminate Care Concierge or any part of the service thereunder (including the service providers, any details or terms and conditions relating thereto) at any time without any prior notice. The services under Care Concierge are provided in Chinese Mainland by the designated third-party service provider engaged by AIA and not applicable to Hong Kong and Macau region. Please note that the Pre-approval – Medical Expense & Cashless Service and the relevant administrative support under Care Concierge as set out in the leaflet of Care Concierge are not available to be used by the insured of On Your Side Insurance Plan 2 / On Your Side Insurance Plan 2 – First Gift. For details and the terms and conditions thereof, please refer to the relevant service leaflet and AIA’s website: https://www.aia.com.hk/en/health-and-wellness/healthcare-services/care-concierge |
| 4. |
One-Stop Oncology Service is additional value-added service of On Your Side Insurance Plan 2 / On Your Side Insurance Plan 2 – First Gift and Essence – On Your Side Insurance Plan , which is not guaranteed, and subject to its terms and conditions thereof, and does not form part of the contractual benefit of On Your Side Insurance Plan 2 / On Your Side Insurance Plan 2 – First Gift, or Essence – On Your Side Insurance Plan. AIA reserves the right to amend, suspend or terminate One-Stop Oncology Service or
any part of the service thereunder (including the service providers, any details or terms and conditions relating thereto) at any time without any prior notice. One-Stop Oncology Service is provided in Hong Kong by the designated third party service provider engaged by AIA and not applicable to Macau region. The multi-disciplinary team of the medical specialists under One-Stop Oncology Service is designated by independent third party service provider and is subject to change from time to time without prior notice. Please note that the Pre-approval – Medical Expense & Cashless Service and the relevant administrative support under One-Stop Oncology Service as set out in the service leaflet of One-Stop Oncology Service are not available to be used by the insured of On Your Side Insurance Plan 2 / On Your Side Insurance Plan 2 – First Gift, or Essence – On Your Side Insurance Plan. For details, please refer to the service leaflet and AIA’s website at https://www.aia.com.hk/en/health-and-wellness/healthcare-services/aia-carepass/one-stop-oncology-service |
| 5. |
The promotional offer of On Your Side Insurance Plan 2 – First Gift (“Promotional Offer”) is available upon successful application of On Your Side Insurance Plan 2 – First Gift within the promotional period from 23 September 2025 to 31 March 2026 and fulfilment of the relevant conditions, including a minimum initial sum assured of US$50,000 at policy issuance. The Promotional Offer is subject to its terms and conditions. For details and the terms and conditions thereof, please refer to the promotional leaflet: https://www.aia.com.hk/content/dam/hk-wise/pdf/campaign-and-events/en/oys2-promotion-leaflet-en.pdf
The Personal Medical Case Management Services with Rehabilitation Management (“PMCM Services”) under the Promotional Offer are available to the eligible insured of On Your Side Insurance Plan 2 – First Gift for use within the first 2 policy years from the issue date of the eligible policy of On Your Side Insurance Plan 2 – First Gift as shown on the policy information page of such policy. The PMCM Services are subject to the eligibility of the insured, including the evaluation of the insured’s medical conditions. The PMCM Services, including the administrative support in accessing to paediatric care of the Hong Kong Children’s Hospital, are provided in Hong Kong by the designated independent third-party service provider engaged by AIA and are not applicable to Macau Region. Please note that the provision of any services by the Hong Kong Children’s Hospital is not part of the PMCM Services and is subject to the review and assessment of conditions of the insured by the Hong Kong Children’s Hospital. AIA shall not be responsible or liable for any medical service, product and solicitation effort provided by the designated independent third-party service provider or the Hong Kong Children’s Hospital, which is not sold or marketed by AIA. The PMCM Services are subject to its availability and the relevant terms and conditions of (i) the Promotional Offer as set out in the leaflet of the Promotional Offer and the notification letter issued by AIA notifying the entitlement of the Promotional Offer (upon fulfilment of all the requirements of the Promotional Offer), and (ii) the PMCM Service as set out in the service leaflet and as imposed by the service provider of the PMCM Services. For details of the PMCM Services, please refer to the service leaflet and AIA’s website at https://www.aia.com.hk/en/health-and-wellness/healthcare-services/personal-medical-case-management-services/what-is-personal-medical-case-management), and contact the service provider. |
| 6. |
Subject to relevant conditions. For details, please refer to the relevant product brochure. |
| 7. |
If the insured child is diagnosed with Down Syndrome, and if the result of the Non-Invasive Prenatal Test (NIPT) conducted by the expectant mother during gestation for Down Syndrome was low risk or low probability, we will waive the balance of regular premiums payable under the On Your Side Insurance Plan 2 – First Gift basic policy. |
| 8. |
additional 10% of Initial Sum Assured will be paid, subject to a maximum per life limit of US$35,000. This benefit can be paid once only under the policy. |
| 9. |
If the insured child is born on or after 37 weeks of gestation and suffers from severe jaundice, and if in-patient phototherapy for treatment of such severe jaundice is medically necessary for at least 5 consecutive days and within 30 days after birth, an additional 0.1% of Initial Sum Assured will be paid for each day of confinement, subject to a maximum limit of US$250 per day per life, up to a maximum of 7 days. This benefit can be paid once only under the policy. |
| 10. |
Under the coverage of Child Development Protector, the insured child will be covered until he / she reaches age 18. |
| 11. |
The Top-up Premium Payment Option can only be selected at policy application, and it is only available to policies with annual premium payment mode selected (the payment mode can be changed after the first policy anniversary). The amount of top-up premium for a policy is determined by AIA and cannot be adjusted on individual basis. Once top-up premium payment option is selected, it cannot be cancelled or changed. For the differences between these two premium payment options (including returns, benefits and premium amounts), please refer to the respective benefit illustrations. |
| 12. |
The Waiver of Premium on Death (Parents) is applicable to (i) On Your Side Insurance Plan 2 – First Gift policy and (ii) On Your Side Insurance Plan 2 policy with insured under the age of 18 at the time of policy application. The parent of the insured child must be aged 50 or below at the time of policy application. |
| 13. |
The Waiver of Premium on Death (Spouse) is applicable to On Your Side Insurance Plan 2 policy with insured aged 18 or above at the time of policy application. The insured’s spouse must be aged 50 or below at the time of policy application. |
| 14. |
After the total advance payments paid under the policy has reached 100% of the Initial Sum Assured, subject to the relevant waiting period, the Big 3 Critical Illness Shield Benefit will pay 1 additional claim for cancer, heart attack or stroke. The claim payment under the Big 3 Critical Illness Shield Benefit is equivalent to 100% of the Initial Sum Assured. The cover period of the Big 3 Critical Illness Shield Benefit is up to age 85 of the insured. In order to be eligible for a claim payment under the Big 3 Critical Illness Shield Benefit, (a) heart attack must be newly diagnosed and must relate to a separate cardiac incident, and (b) stroke must be newly diagnosed and must relate to a separate cerebrovascular accident or incident, producing new findings of new or increased neurological functional impairment. In case the insured reaches the age of 70 or above and makes any subsequent claim for prostate cancer resulting from the continuation of a previous prostate cancer for which a previous claim was made under the policy, the Big 3 Critical Illness Shield Benefit will only be payable for the subsequent claim for prostate cancer if the insured has received or is in the process of receiving the full course of cancer-directed surgery, radiotherapy, chemotherapy, targeted therapy or a combination of these treatments (excluding hormonal therapy) which is medically necessary as recommended by a registered medical practitioner during the intervening period between the diagnosis of the previous and subsequent prostate cancer. |
| 15. |
Designated Period refers to the period starting from the policy effective date until the later of (i) the day before the policy anniversary on or immediately following the insured’s 70th birthday; and (ii) the end of the 10th policy year.
The amount of Prime Age Critical Illness Extra Coverage Booster payable is subject to the following:
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| 16. |
According to information from the Hong Kong Children’s Hospital, the Hong Kong Children’s Hospital specialises in complex, serious and uncommon paediatric cases requiring multidisciplinary management. It provides diagnosis, treatment and rehabilitation for patients with relevant clinical needs from birth to 18 years of age. Apart from public services, the Hong Kong Children’s Hospital also provides limited private services. All patients have to be referred by registered doctors in public hospitals or the private sector. (Source: https://www31.ha.org.hk/hkch/Patients/PrivateService) |
| 17. |
The amount of Whole Life Extra Coverage Booster for Death will be reduced to 50% of the Extra Coverage Booster Amount (i.e. 20% of the Initial Sum Assured) if Prime Age Critical Illness Extra Coverage Booster has been paid for minor illness. The Whole Life Extra Coverage Booster for Death will be terminated upon the earlier of (a) payment(s) paid under the Prime Age Critical Illness Extra Coverage Booster reach 100% of the Extra Coverage Booster Amount (i.e. 40% of the Initial Sum Assured) and (b) the Big 3 Critical Illness Shield Benefit is payable under the basic policy. |
| 18. |
Regarding the rare-in-market statement for Extension of Grace Period Benefit: As of 13 August 2025, compared with critical illness insurance products provided by Hong Kong major insurance companies.
Application for the Extension of Grace Period Benefit is subject to submission of required documentary proof, AIA’s approval and its prevailing rules and conditions. |
| 19. |
AIA Vitality is not an insurance product, and an annual membership fee is required for joining. |
Hashtag: #AIAHongKong
The issuer is solely responsible for the content of this announcement.
About AIA Hong Kong & Macau
AIA Group Limited established its operations in Hong Kong in 1931. To date, AIA Hong Kong and AIA Macau have about 18,000 financial planners1, as well as an extensive network of independent financial advisors, brokerage and bancassurance partners. We serve over 3.6 million customers2, offering them a wide selection of professional services and products ranging from individual life, group life, accident, medical and health, pension, personal lines insurance to investment-linked assurance schemes with numerous investment options. We are also dedicated to providing superb product solutions to meet the financial needs of high-net-worth customers.
1 As at 30 June 2025
2 Including AIA Hong Kong and AIA Macau’s individual life, group insurance and pension customers (as at 30 June 2025)
At this year’s awards ceremony, Academician Zhang Boli of the Chinese Academy of Engineering received the Global Chinese Lifetime Achievement Award, while actress Sylvia Chang received the Global Chinese Special Tribute Award. Academician Pan Jianwei of the Chinese Academy of Sciences, Lu Chaoyang, Chair Professor at the University of Science and Technology of China, picture-book illustrator Cai Gao, Chinese freestyle skier Xu Mengtao, Gao Du, professor at the Beijing Dance Academy, and actress Xin Zhilei received the Global Chinese Award.
In his speech, Xu Wei, Chairman of the Board and CEO of Phoenix TV, said: “Each generation of Chinese people has its own responsibilities. The older generation worked hard with their roots in their homeland, while the younger generation embraces innovation and the world, becoming connectors between different cultures.” Phoenix TV will continue to serve as an on-the-ground reporter of major global events, an international storyteller of Chinese culture, and a platform builder for international exchange, enabling audiences around the world to see more of the vibrant and diverse achievements of Chinese people.
The tribute section of the ceremony opened with an immersive children’s picture-book theatrical performance based on classic works including The Story of the Peach Blossom Spring and Bao’er. Both works were created by Cai Gao, who received the Hans Christian Andersen Award for Illustration in April this year. During the ceremony, the host recalled the children’s song Cai sang at the Andersen Award ceremony, prompting her to smile and sing “The Cuckoo” once again.
Upon receiving the Global Chinese Award, Cai Gao said that the splendid and outstanding artistic heritage of China has been a source of inspiration for her work, and that she has a deep love for the culture of this land. Seeing so many Chinese people achieve remarkable accomplishments in different fields has also given her spiritual strength. Quoting the phrase, “As long as life goes on, the struggle continues,” she encouraged herself to keep creating with passion and curiosity. “Life and creation require dedication and perseverance. I am willing to devote myself to them, as I always have.”
Joining the ceremony via video link, Lu Chaoyang shared his joy and said that the honor belongs to all Chinese researchers who have climbed, generation after generation, along the long and steep road of quantum science. Looking to the future, he offered this message: “The quantum world is very small, so small that it cannot be seen with the naked eye; but China’s dreams in science and technology are immense. Through fundamental innovation, we should illuminate a farther future for human civilization.”
In her acceptance speech, Xin Zhilei said she particularly liked the phrase “YOU BRING CHARM TO THE WORLD.” “Everyone is a unique ray of light in this world. Through our efforts and down-to-earth dedication, we each make our own small contribution to the beauty of the world. As an actress, what I can do is put my heart into every role and bring to the world a little bit of the unique color that belongs to me.” Lu Yang, director of Brotherhood of Blades II: The Infernal Battlefield, also sent his congratulations via video, expressing hope for continued collaboration and for the creation of more outstanding Chinese-language stories.
“If the dance steps of a people disappear, that chapter of history will also lose its voice.” Over the past 50 years, Gao Du and his team have traveled across more than 20 provinces and autonomous regions throughout China, venturing deep into remote mountains and visiting people’s courtyards and fireside gatherings. They learned from local communities dances that had no names, no stages and sometimes not even an audience, devoting themselves to the creation of the Chenxiang series.
Gao Du said he would continue dancing, both in the classroom and on larger stages, bringing folk dance traditions rooted in the land to the world and fostering dialogue among different cultures, so that the world can see the beauty of the East.
Wu Qingcai, Deputy Editor-in-Chief of China News Service, presented Xu Mengtao with the Global Chinese Award. Xu shared that August 13, 2026, marked exactly 24 years since she began competing in the aerials discipline of snow sports. She hopes everyone can create something extraordinary through perseverance and dedication. “In the future, I will once again stand on the starting platform and set off again. See you again at the summit.”
As one of the creators of the song Tomorrow Will Be Better, Sylvia Chang said that she and fellow Chinese-language singers hope to use music to build a bridge for peaceful communication. She expressed gratitude for being able to continue pursuing a career she loves and for having a wonderful family. “I hope to share this gratitude and these blessings with everyone.”
At the ceremony, the host recounted the eight-character motto that Academician Zhang Boli has followed throughout his life: “Uphold virtue to broaden its influence; use medical skills to serve humanity.” Now approaching 80, Zhang Boli continues to see patients at a clinic every week. When patients have difficulty walking, he takes the initiative to go downstairs and see them in their cars.
Zhang Boli said that the concepts of traditional Chinese medicine—including health preservation, wellness and preventive treatment—represent one of the best practices of “proactive health management.” Looking to the future with the compassion of a physician, he said: “Let traditional Chinese medicine benefit Chinese people around the world, and let traditional Chinese medicine benefit people everywhere. The world will be healthier because of traditional Chinese medicine.”
It is reported that the “YOU BRING CHARM TO THE WORLD — Global Chinese Awards” was initiated by Phoenix Media Group in collaboration with China News Service and numerous Chinese-language media organizations in China and overseas. Together, they select and honor outstanding Chinese people who have achieved excellence and made a global impact in different fields, helping to amplify the achievements of exceptional Chinese individuals and inspire more generations to come.
Hashtag: #PhoenixTV
The issuer is solely responsible for the content of this announcement.
Media OutReach
NINGJI Takes Centre Stage at KLCC, Strengthening Its Position as a Benchmark for Southeast Asian Expansion Through Five Key Localization Strategies
During the event, Dato’ Liew Bin, President of the Malaysia Retail Chain Association (MRCA), visited the NINGJI booth. The two parties exchanged views on NINGJI’s brand development, product offerings and expansion plans in the Malaysian market.
Backed by a proven store model and a comprehensive overseas support system, NINGJI attracted strong interest from high-quality investors throughout the event. Over the three-day exhibition, the brand successfully signed agreements for 20 new stores, bringing its total number of contracted stores in Malaysia to 82. Potential partners across multiple regions also expressed interest in establishing strategic partnerships with the brand, demonstrating NINGJI’s growing appeal in international markets.
Through product tastings and immersive interactive experiences, NINGJI also strengthened its connection with local consumers. The event generated several thousand new member registrations, building a valuable base of first-party customer data for future localized marketing initiatives.
As one of China’s leading new-style tea brands, NINGJI began its global expansion at the end of 2024. To date, the brand has signed agreements for more than 150 overseas stores across Malaysia, Singapore, Australia, New Zealand, the United States, Vietnam, Thailand, the Philippines, Indonesia, Cambodia and other markets.
In Malaysia, NINGJI currently operates nine stores, with more than ten additional locations in development. Its network is steadily expanding across key commercial districts, while the brand continues to strengthen its influence throughout Southeast Asia.
Five Localization Strategies for Malaysia, Ningji’s Anchor Overseas Market
With its young and diverse population, well-established food and beverage sector, and year-round tropical climate, Malaysia provides highly favourable conditions for refreshing fresh fruit and lemon tea beverages.
Against this backdrop, NINGJI has identified Malaysia as one of its core overseas markets and is systematically advancing its localization strategy across five key areas: store network development, supply chain infrastructure, product portfolio, organizational capabilities and brand marketing.
Expanding Across Key Commercial Districts and Empowering Every Store Through Digital Intelligence
NINGJI will use Kuala Lumpur and Johor Bahru as two strategic hubs, drawing on its proven store operating experience to establish a more refined system for site evaluation, store development and project management.
The brand has built strong digital capabilities, including an end-to-end digital system covering site selection and daily operations, as well as four AI-powered agents that provide franchise partners with integrated, data-driven support.
While steadily expanding its store network and market coverage, NINGJI remains equally focused on store-level operating quality and long-term profitability. The brand aims to build a high-quality retail network that reaches a diverse range of commercial districts and serves a broad customer base.
Strengthening the Local Supply Chain with a Forward Warehouse in Malaysia
Supply chain capability is the lifeline of any new-style tea brand. In China, NINGJI operates seven warehousing centres, manages more than 2,000 mu of lemon orchards. These capabilities have laid a solid foundation for the brand’s continued expansion.
NINGJI believes that genuine localization means combining the capabilities of its headquarters with local market resources. The brand plans to establish a forward warehouse in Malaysia by the end of the year.
Once operational, the facility will enable efficient “T+1” delivery across Malaysia’s key regions, helping stores reduce the risk of stock shortages while significantly lowering the amount of capital franchise partners need to commit to inventory. It will also provide strong logistical support for the continued expansion of NINGJI’s store network.
Balancing Classics and Innovation to Create Products for Local Tastes
NINGJI’s menu centres on fresh fruit lemon beverages paired with whole-leaf tea. Its use of fresh ingredients and made-to-order hand-shaken preparation gives the brand strong cross-cultural appeal and makes its products naturally suited to international markets.
In Malaysia, NINGJI has chosen not to simply replicate its existing menu. Instead, the brand has adopted a “signature products for customer acquisition plus localized innovation” strategy.
On the one hand, proven bestsellers led by Superior Taste Award-winning YaShiXiang Lemon Tea have launched in Malaysian, on the other hand, NINGJI continues to refine its ingredient transportation and storage solutions while developing products tailored to local flavour preferences and market conditions.
In addition to its consistently popular core products, NINGJI has already launched its new pineapple series in Malaysia. The well-received Lemon Milk Series is scheduled to make its official debut in October.
Moving forward, the brand will maintain a quarterly product launch cycle and continue using localized flavours and product innovation to energize the market.
Establishing a Regional Headquarters and Building a Professional Local Team
Local talent is essential for any brand seeking to establish deep and lasting roots in an overseas market.
NINGJI has already assembled a professional team in Malaysia covering local site selection, store development and operational management, and the team continues to grow. This will further enhance the brand’s responsiveness throughout the entire store development journey, from preliminary site selection and opening preparations to daily operations.
NINGJI also plans to establish a regional headquarters in Malaysia and further strengthen its partner support system across staff training, marketing and operational management.
By working alongside local franchise partners who share its commitment to long-term growth, NINGJI aims to expand the market and create greater opportunities together.
Communicating Across Cultures Through Localized Design and Marketing
NINGJI aims to become part of the everyday lives of Malaysian consumers.
In terms of visual presentation, the brand retains its signature yellow and green colour palette while incorporating local aesthetic preferences. Through its “one store, one design” approach, NINGJI creates open and comfortable social spaces tailored to different locations and communities.
From a marketing perspective, the brand will continue to engage with local festivals and cultural trends while collaborating with Malaysian KOLs and KOCs. By connecting social media content with offline experiences, NINGJI seeks to build an emotional relationship with consumers that goes beyond the products themselves and genuinely become part of the local lifestyle.
During its Kuala Lumpur market launch, for example, NINGJI invited Elyn Leong, a Malaysian member of the girl group Gen1es, to serve as “Store Manager for a Day.” Supported by extensive social media promotion, the “Lemon Tea for the Whole City” campaign generated more than one million views and tens of thousands of user-generated interactions across Xiaohongshu, Instagram and Facebook.
Committed to Long-Term Growth, NINGJI Creates Multidimensional Cultural Dialogue Through Localization
NINGJI believes that true globalization is not about simply replicating an existing model. It is a process of deep integration, continuous learning and ongoing refinement.
The brand continues to adapt its products, operations and communications to the consumer characteristics of each market, moving beyond simply “going global” towards becoming genuinely embedded in local communities.
A representative of NINGJI’s overseas business division said:
“Malaysia has a young, diverse and dynamic consumer market and is an important part of NINGJI’s international growth strategy. In the second half of 2026, while steadily expanding our store network, we will further advance the localization of our products, operations and brand communications. We will also continue strengthening our local team and supply chain infrastructure while building long-term relationships with more partners who understand the Malaysian market.”
Looking ahead, NINGJI will continue to build on its product strength and in-store experience while exploring diverse forms of collaboration with local business organizations, content creators and industry partners.
Starting with a cup of fresh fruit lemon tea, NINGJI aims not only to become part of Malaysian consumers’ everyday lives, but also to work alongside local partners to unlock new growth opportunities in the freshly prepared beverage market.
Hashtag: #NINGJI
The issuer is solely responsible for the content of this announcement.
About NINGJI
NINGJI, a leading new-style tea brand featuring fresh-fruit lemon and original-leaf tea, dedicated to multi-category beverage R&D, digitalized management and operations.
NINGJI opened its first store in Changsha, China, on 8 February 2021. July 2021, the company completed a Series A financing round worth tens of millions of RMB, with investment from ByteDance and Shunwei Capital.
January 2022, NINGJI completed a Series A+ financing round worth hundreds of millions of RMB, led by Tencent, with existing investors also oversubscribing.
Through its distinctive contemporary design and refreshing tea beverages, NINGJI communicates a youthful, flavourful and playful brand philosophy, as well as a more creative and trend-driven approach to everyday life. This positioning has earned recognition and support from consumers across different age groups.
NINGJI began its global expansion at the end of 2024. To date, the brand has signed agreements for more than 150 overseas stores across Malaysia, Singapore, Australia, New Zealand, the United States, Vietnam, Thailand, the Philippines, Indonesia, Cambodia and other markets.
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Powering the Future – Greenworks Power Takes Center Stage at North American Dealer Meeting, Opening a New Chapter in Global Battery-Powered Tools
Rather than a product line, Greenworks Power strategically unifies products, technologies, applications and global capabilities.
From Tools to a Broader Energy Ecosystem
Greenworks is expanding “Power” from outdoor equipment to power tools; from residential to professional and commercial markets; and from conventional products to intelligent automation, electric mobility and energy solutions. Its unified technology foundation turns product innovation into scalable platform capabilities.
“Greenworks Power marks our evolution from product innovation to a platform-based ecosystem. With clean-energy and intelligent technologies, we will expand product and application boundaries, connect more products, scenarios and users, and create long-term value for global markets,” said Yin Chen, CEO of Greenworks.
24V PowerAll Pro: Redefining Professional Platform Value
For professionals, 24V PowerAll Pro unites more than 200 power tools and lawn and garden products in one battery ecosystem. From construction and maintenance to landscaping, one platform supports more products and tasks. Performance, quality, efficiency and ecosystem breadth deliver wider applications and greater long-term value.
New Products Expand Application Boundaries
Greenworks launch the all-electric Optimus UTV, extending its new-energy power systems into utility vehicle applications, while Optimus CUBE expands battery technology into energy storage, supply and management. Meanwhile, AiMowbot combines RTK positioning with wire-free intelligent mowing for mapping, navigation and autonomous operation.
Technology and Channels Support Global Growth
The ecosystem is supported by Greenworks’ battery, motor and electronic-control expertise, plus innovations including GaN charging. Greenworks integrates global R&D, smart manufacturing, supply chain, channel and brand resources. Retail, dealer, professional, e-commerce and DTC channels connect users and partners worldwide, while consistent brand messaging and localized offerings address regional needs.
From North America to global markets, Greenworks Power strengthens channel collaboration, brand momentum and long-term growth, expanding the boundaries of “Power” to create value for users and the industry.
Greenworks Power — Powering the Future.
Hashtag: #Greenworks
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