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Walk into a bank and you will probably hear the tapping of keyboards and see smartly dressed staff. Now, you may also catch the scent of Singapore’s renowned pandan cake. It is an unusual combination – but you are not mistaken. You have arrived at OCBC Hong Kong’s new branch in Central.
In an era when banking is increasingly conducted on smartphones and laptops, physical branches might feel like relics of the past. Yet for customers with complex wealth management needs, face-to-face advice remains essential.
As the role of branches shifts, banks are rethinking how these bricks and mortar spaces can enhance the customer experience. OCBC Hong Kong’s new branch aims to pioneer that evolution, offering services that go beyond traditional finance.
The bank, a subsidiary of Singapore’s OCBC Group, has unveiled a new branch of more than 10,000 square feet at 35 Queen’s Road Central, in the heart of Hong Kong’s financial district.
“Following the significant growth in Premier Banking customers and wealth management income in 2025, we continue to invest in what matters most: customer experience, wealth management capabilities and technology,” says Wang Ke, head of Greater China and CEO of OCBC Hong Kong. “The new Central branch is a strategic platform to deepen engagement and deliver consistent excellence across the region. This new Central branch also reflects our commitment to building a future-ready banking model that differentiates OCBC Hong Kong in a competitive market and delivers even greater value to customers.”
Thought to be the first banking space in the city to incorporate a lifestyle retail element, the branch greets customers at the entrance with an unexpected feature: a pastry boutique operated by Singapore’s Old Seng Choong, renowned for its pandan cake. The in-bank boutique marks the shop’s first overseas store.
“It’s quite an unexpected way for us to make our Hong Kong debut,” says Daniel Tay, Old Seng Choong’s founder. “When OCBC shared the concept of blending banking with lifestyle, we immediately saw the uniqueness of it. Old Seng Choong has always been about heritage presented in a fresh way, so this collaboration felt like the right kind of surprise.”
The partnership extends OCBC’s ongoing effort to refine its “Bank x Lifestyle Retail” model, which has already proven successful in Singapore before debuting in Hong Kong. At OCBC’s Wisma Atria flagship branch in the city state, the retail mix includes a bookshop, a home and lifestyle store, an art gallery, a cafe and even an omakase restaurant.
During the first few months of its opening, the Wisma Atria branch has demonstrated the concept’s allure. OCBC says it has generated more credit-card applications, higher-value monthly personal loans and stronger monthly wealth income compared with nearby branches that do not have lifestyle elements.
The Hong Kong branch marks the concept’s first expansion outside Singapore. Natural elements are woven throughout the space in Central, while the facade features traditional Singaporean tiles.
The branch’s soft opening in March was marked by festivities, including the carving of a roast pig – a traditional ritual to celebrate prosperity – and the presence of a lucky-grab claw machine for customers opening an account at the new branch.
The launch comes against a backdrop of strong growth for OCBC Hong Kong. The bank reported a 30 per cent annual increase in premier banking customers last year, alongside a 40 per cent rise in its offshore customer base. Post‑tax profit from the retail business recorded an 11‑fold increase.
Building on this momentum, OCBC plans to continue developing its Bank × Lifestyle Retail model in Hong Kong by enhancing services for high-end customers and deepening customer engagement through experience-focused branches. OCBC says this approach integrates lifestyle elements into the banking environment in a way that complements its core strengths in advisory and relationship banking.
The new Central branch also reflects OCBC’s broader ambition to support customers in achieving their financial aspirations. As cross‑border trade, investment and wealth flows in Asia continue to expand, the bank is strengthening its advisory-led wealth management capabilities, as well as investing in experience-focused branches that deepen customer relationships. By designing services and environments that anticipate customer needs, OCBC aims to deliver sustainable, long-term value while advancing its regional strategy of becoming a leading financial partner in Asia.
“While OCBC is headquartered in Singapore, our partner selection focuses on quality, customer synergy and lifestyle appeal, rather than limiting choices exclusively to Singaporean brands,” says Josephine Lee, head of consumer financial services, OCBC Hong Kong. “Our priority is to understand what would resonate most with Hong Kong customers before deciding on any other collaborations.”
In the meantime, customers have already begun flocking to the new Central branch to enjoy Old Seng Choong’s pastries before conducting their banking business, while OCBC customers also receive discounts on purchases made at the boutique.
“Our pandan cake has been so popular it often sells out by lunchtime every day,” says Tay.
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Customers opening an OCBC Premier Banking account at the new Central branch will receive a free Old Seng Choong signature pandan cake redemption voucher. OCBC Premier Banking customers can enjoy 15 per cent off, while OCBC Personal Banking customers and cardholders can also enjoy exclusive offers at Old Seng Choong, such as 25 per cent off.
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