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Through this brand campaign, the bank encourages employees, customers, and the wider public to take meaningful steps toward realising their aspirations – both within and beyond the workplace, shares the CEO.
OCBC Hong Kong has recently launched an initiative titled ‘Aspiration Leave’ as part of its latest brand campaign, aiming at inspiring the Hong Kong public to take meaningful steps toward achieving their personal goals during their time off.
Starting off on OCBC Hong Kong’s official Instagram account, individuals who share their aspirations and plans for achieving them will have the chance to win encouraging rewards. Over a thousand submissions have poured in. Selected stories have been featured on the bank’s social media channels to ignite motivation across the city.
To deepen the initiative’s impact, OCBC Hong Kong has partnered with selected local SMEs, such as Admazes, Bergner (HK), HobbyDigi, Mak's Noodle, and U Park, encouraging their employees to take ‘Aspiration Leave’ and give greater meaning to their time off.
The initiative has garnered strong support from the emerging banking business and positive feedback from SME partners. It advocates a shift in mindset – encouraging employees to make meaningful use of their entitled leave days to pursue personal aspirations, while supporting local SMEs in fostering a more positive and engaged workplace culture.
Speaking exclusively with HRO’s Tracy Chan, Wang Ke, CEO of OCBC Hong Kong (pictured above, right), believed this mindset can influence SMEs positively.
“Many SMEs are led by passionate individuals driven by purpose. By championing aspiration and wellbeing, we hope to inspire our SME partners and clients to adopt the same spirit, fuelling a culture of empowerment and sustainable growth.”
Derek Leung, Director of U Park Group, echoed this sentiment: “The concept of aspiration leave has sparked meaningful discussions within our organisation about employee wellbeing and work-life balance. The idea aligns perfectly with our vision and mission to create a supportive and motivating work environment.”
“While we are still in the early stages of implementation, we believe that adopting aspiration leave could significantly enhance employee morale and productivity, which is especially important given the essential services we provide to the community. We look forward to seeing how our organisation will transform,” he added.
Driving change from within
Internally, OCBC Hong Kong has embraced the initiative across its 2,000-strong workforce in Hong Kong and Macau.
Employees are encouraged to reflect on their personal aspirations and share actionable plans on the Bank’s intranet. Selected entries are recognised with meaningful rewards.
The response has been electric, with employees eagerly submitting thoughtful, inspiring entries and embracing the chance to pause for reflection.
Among the diverse goals, the most common aspiration from employees is personal growth – to launch new ventures, buy property, and dive into new hobbies. Many also aim to boost wellbeing and give back through volunteering, travel, and reconnecting with loved ones.
“The initiative has sparked meaningful conversations across teams and reinforced a culture that values purpose, motivation, and continuous growth,” highlighted Wang.
“Through ‘Aspiration Leave’ initiative, we aim to empower our people to take the first step toward realising their aspirations through bringing impact to communities – whether related to personal growth, professional development, or broader life ambitions.”
By creating space for aspiration and self-development, OCBC Hong Kong hopes to build a more motivated, fulfilled, and connected workforce – where individuals feel valued not just for what they do, but for who they are and who they aspire to become.
“As their employer, we are proud to stand with them as they take bold steps towards their dreams,” affirmed Wang.
Extending impact beyond
The campaign is anchored in a powerful theme: “Purpose is about lifting others.” Wang emphasised that this is more than a campaign tagline – it is a guiding principle that shapes how OCBC Hong Kong lead, engage, and contribute.
“We have embedded this theme into our leadership development by fostering empathy, purpose-driven thinking, and a service-oriented mindset to conduct business responsibly. Initiatives like ‘Aspiration Leave’ empower employees while inspiring others through shared experiences,” he said.
“Through our brand campaign, we hope our employees, customers, and the wider public to understand that OCBC Hong Kong is not just about top-tier products and services – it is a powerful force driving positive change and bringing impact in society.”
Campaign image: OCBC Hong Kong’s official Instagram account
CEO's photo: Provided
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