Sun Hung Kai Properties Limited (SHKP) has officially launched The Point Gold, an exclusive VIP membership under its integrated shopping mall loyalty programme, The Point. Designed to reward loyal customers, The Point Gold offers a curated selection of privileges and unique experiences as a token of appreciation for their continued support.

At today’s launch ceremony, SHKP Executive Director Christopher Kwok said: “The Point Gold distinguishes itself by leveraging SHKP’s diverse business portfolio, breaking the traditional boundaries of mall membership programmes. We combine resources from the Group’s malls, hotels, supermarkets, mobile communications service, and more, providing a unique array of privileges for Gold members. These offers have been carefully designed based on member feedback to meet their lifestyle needs.”

In addition to earning extra points and parking privileges, The Point Gold members can access a variety of exclusive benefits, including express service lanes at designated mall customer care centres, priority queues at selected restaurants and free reservations for EV super-charging service. These services are designed to meet members’ preference for expedited and hassle-free service, creating a more rewarding shopping journey for Gold members.

SHKP also rewards its Gold members with access to the first The Point Gold VIP lounge at New Town Plaza in Sha Tin. This lounge offers thoughtful amenities such as charging stations, storage space, and complimentary refreshments. Gold members can relax and unwind in this private and comfortable space while shopping. SHKP will also partner with top international brands and tenants to host exclusive events for Gold members in the lounge. Upcoming activities include Enoteca’s “Exclusive Wine Journey Through Our Signature Selection” and Dior Beauty’s “Dior Prestige Beauty Class”. To celebrate the launch of The Point Gold, The Point will offer a series of flash deals for Gold members to redeem over six consecutive days next week.

The Point members who accumulate $100,000 in spending within a designated 12-month period will be upgraded to The Point Gold membership, enjoying exclusive privileges for 12 months, including:

• Extra point rewards: Earn 1.5x points on spending and 2x points on birthday month
• Parking and EV charging services: Extra one-hour free parking, free reservations for EV super-charging service
• Premium experiences: Express lanes at mall customer care centres, priority queues at selected restaurants
• Cross-brand membership upgrades: Complimentary upgrade to YATA GOLD, Go Royal Gold Premium, and SmarTone PriorityPlus™ Premium memberships
• VIP lounge: Access to The Point Gold VIP lounge at New Town Plaza 
• Luxury hotel and merchant privileges: Exclusive offers at 10 luxury hotels under the Group (including The Ritz-Carlton, Hong Kong; W Hong Kong;  Hyatt Centric Victoria Harbour Hong Kong; Four Seasons Hotel Hong Kong and the Royal brand of hotels ), reservation privileges at TOWNPLACE WEST KOWLOON social club and Harbour North VIPet Lounge 
• Exclusive events and rewards: Limited-time flash offers, exclusive spending rewards and lucky draws

The Point has also introduced a mid-tier rewards programme for members who have reached a designated spending threshold but have not yet attained The Point Gold status. Additionally, a new merchant platform will soon be launched, allowing our tenants to offer deals and rewards directly through The Point mobile app. This initiative aims to attract more customers to SHKP malls, driving increased business for tenants and creating a win-win situation.

SHKP’s customer-first philosophy has always sought to continuously enhance customer experience. The Instant Point Earn service was rolled out in 2024, enabling members to earn points instantly by simply scanning their member QR codes when paying electronically at participating merchants. The member-exclusive contactless parking service has been extended to 107 car parks managed by SHKP and Wilson Parking. Furthermore, the EV super-charging service launched in 2023 has expanded its network to cover all 18 districts of Hong Kong. Nearly 40,000 members have already benefitted from this service.