“The Most Thoughtful ‘Kim Chủ’ of the Concert Season: TPBank”

Recently, TPBank has become a focal point in the media and on social networks as the Main Sponsor of the reality show Em Xinh “Say Hi,” particularly with the consecutive Em Xinh “Say Hi” Concerts in Ho Chi Minh City and Hanoi (on October 11th). For a bank accustomed to high-profile concerts, this partnership is not just an opportunity to spread the new brand message “TPBank App – Peak Utility. Peak Living,” but also a strong affirmation of its strategy to win over the youth through emotions and lifestyle. When the brand message is cleverly intertwined with music and experiences, resonating with innovative products and brand activities, the Purple Bank truly lives up to its title as “The Bank for the Young.”

GenZ Unleashes Their Passion with TPBank’s Purple Vibes at Em Xinh “Say Hi” Concert

At the Em Xinh “Say Hi” Concert, TPBank set the stage ablaze with its signature purple hue dominating the venue. The message “TPBank App – Peak Utility. Peak Living” transcended screens, as tens of thousands of Xinhiu (fans of the show) chanted it in unison, a testament to their affection for the “Sponsor” who had supported the program for three months. With Em Xinh “Say Hi” consistently topping social media discussions throughout its broadcast and nearly 1 billion views of TPBank’s brand ads, the message “TPBank App – Peak Utility. Peak Living” naturally embedded itself in consumers’ minds, becoming a slogan synonymous with the youth.

The message “TPBank App – Peak Utility. Peak Living” chanted by tens of thousands of Xinhiu. Photo: Vieon

The TPBank booth became the hottest check-in spot at the concert. Young attendees eagerly experienced fintech innovations, received exclusive gifts from the Purple Bank, engaged in interactive digital games, and danced to the vibrant beats. Notably, TPBank won over the Xinhiu community with thoughtful gestures, such as offering in-app credits for post-concert refreshments and ride-sharing discounts with a reminder to “travel home safely.”

The TPBank booth became the hottest check-in spot at the concert.

Young attendees not only experienced fintech innovations but also received exclusive gifts from the Purple Bank.

And, of course, they danced to the vibrant beats.

Beyond catering to fans, TPBank also won hearts by supporting emerging artists, further endearing itself to fans. Throughout the program, the bank consistently invited up-and-coming talents to participate in brand promotions, providing them with ample exposure to the public.

TPBank also won hearts by supporting emerging artists.

At the concert, Xinhiu could send hearts and messages to their idols at the TPBank booth. The artist receiving the most hearts won a “mega prize”: a week-long feature on major OOH screens. This excited the fan community, as they could support their favorite artists while praising a thoughtful sponsor.

Impact Beyond the Stage Through Deep Customer Insight

TPBank’s gains extended far beyond the stage lights. During the Em Xinh “Say Hi” program, the TPBank app saw explosive growth, with some days surpassing 120,000 downloads. Introducing the new TPBank Mastercard Fest, tailored for concert enthusiasts, tripled the issuance of TPBank Mastercard cards. These numbers highlight the powerful synergy between the brand and entertainment.

On social media, TPBank led the industry in positive sentiment during July-August 2025 and became a hot topic among fans. This success stems from TPBank’s ability to blend a youthful, creative digital banking experience with consumer preferences, creating products that resonate deeply with the audience.

TPBank attracted tens of thousands of new app users with an interface inspired by Em Xinh “Say Hi,” featuring dazzling images of artists like Phương Ly, Orange, Lyhan, and 52Hz. The app delighted users with adorable transfer cards featuring these artists and Flash 2in1 payment cards with artist stickers—highly sought-after gifts for fans.

TPBank is more than a sponsor; it’s a companion that caters to every fan’s need. When Vie Channel announced TPBank’s continued partnership for the second concert in Hanoi on October 11th, the Xinhiu community erupted in joy. The second night was a long-awaited wish from fans, and TPBank’s responsiveness earned their admiration.

TPBank continues its partnership for the second concert in Hanoi on October 11th.

While the program lasted only three months and the concerts a few nights, TPBank skillfully turned these successes into a foundation for its brand journey. By connecting with Gen Z, TPBank not only maintains its brand vitality but also drives significant business growth.