HSBC marks its 160th anniversary by partnering with Kasing Lung’s The Monsters, celebrating their 10th anniversary. The collaboration features Labubu and Zimomo alongside HSBC’s guardian lions in the MONSTERS BY MONSTERS exhibition in Hong Kong, limited-edition vinyl figures, and a customer lucky draw, blending whimsical storytelling with the bank’s heritage and creativity.
HSBC and The Monsters have joined forces in a landmark collaboration to celebrate milestone anniversaries for both brands, merging the worlds of finance, art, and playful storytelling. In 2025, HSBC marks its 160th anniversary, while The Monsters—brainchild of local designer Kasing Lung—celebrates a decade of whimsical creativity. The partnership brings together two cultural icons: HSBC’s guardian lions, Stitt and Stephen, and The Monsters’ beloved characters, Labubu and Zimomo, in a unique fusion that reflects both heritage and imagination.
The collaboration is anchored by the exhibition MONSTERS BY MONSTERS: NOW AND THEN – THE MONSTERS 10TH ANNIVERSARY GLOBAL TOUR – HONG KONG, running from 6 to 28 December 2025. As lead sponsor, HSBC will present a curated selection of original paintings and artworks featuring Labubu and Zimomo, allowing visitors to immerse themselves in the creative universe that Lung has developed over the past ten years. This exhibition provides a rare opportunity to explore how narrative-driven art can intersect with corporate storytelling, blurring boundaries between collectible art, brand heritage, and experiential marketing.
Adding a tangible element to the collaboration, Lung has designed a limited-edition vinyl figure exclusively for HSBC. These figures creatively pair the whimsical Monsters characters with HSBC’s iconic lions, a symbolic gesture underscoring the partnership: Zimomo holds Stephen, while Stitt cradles Labubu. This imaginative crossover encapsulates the merger of cultural legacy and playful narrative, highlighting how art can serve as a bridge between tradition and contemporary creativity. The vinyl figure design will be revealed soon via HSBC’s social media channels, generating anticipation and excitement among collectors and art enthusiasts alike.
In celebration of the collaboration, HSBC banking customers will have the chance to participate in the HSBC x THE MONSTERS anniversary lucky draw, which offers prizes such as a limited-edition vinyl figure blind box and two tickets to the exhibition. This initiative reflects HSBC’s approach to experiential engagement, using art-driven storytelling to connect with audiences in memorable ways while honoring its longstanding presence in Hong Kong’s cultural landscape.
Cheuk Shum, Head of Marketing, Hong Kong, HSBC, emphasized the significance of the collaboration: “We’re excited to collaborate with Lung and How2work to create a cross-disciplinary experience bridging art, innovation and finance. As we mark HSBC’s 160th anniversary alongside THE MONSTERS’s 10th, this reflects our commitment to growing with the younger generation through imaginative, story-driven moments. HSBC remains dedicated to the ‘Open to art’ philosophy, supporting local and global art scenes to inspire everyday creativity.”
This partnership is part of a broader trend in Hong Kong, where renowned brands are increasingly teaming up with Kasing Lung to celebrate The Monsters’ 10th anniversary. Earlier this year, luxury brand Moynat launched a limited-edition collection featuring Labubu, Zimomo, and King Mon rendered on Moynat’s signature M canvas. These collaborations highlight the cross-sector appeal of Lung’s creations and their capacity to resonate with diverse audiences, from art aficionados to collectors of luxury goods.
Lung’s creative vision draws inspiration from Nordic folklore, mythology, and classic cartoon characters. The Monsters were introduced in 2015 through a trilogy of books, establishing a foundation for a flourishing universe of artworks and collectible figures. Over the past decade, this imaginative world has expanded into exhibitions, limited-edition merchandise, and global recognition, capturing the imagination of fans and collectors worldwide. The collaboration with HSBC marks a convergence of commercial and artistic recognition, further cementing The Monsters’ status as cultural icons in Hong Kong and beyond.
The launch campaign for the partnership was captured by photographer Xiangyu Liu, whose lens brings together an illustrious cast of international and local talent, including Malaysian actress Michelle Yeoh, Hong Kong actor Tony Leung, French fashion editor Carine Roitfeld, and Paris Opera Ballet étoile Guillaume Diop. The campaign reflects the sophisticated yet playful tone of the collaboration, presenting a narrative that is both celebratory and aspirational. Through these carefully curated visuals, HSBC and The Monsters convey a story of creativity, innovation, and cultural pride, appealing to audiences across multiple generations.
The partnership also exemplifies the growing trend of cross-disciplinary collaborations between financial institutions and cultural brands. By integrating collectible art, exhibition experiences, and branded storytelling, HSBC demonstrates how corporate anniversaries can be transformed into cultural moments that resonate with the public. The synergy between HSBC’s historical heritage and The Monsters’ imaginative universe offers a fresh approach to brand engagement, combining legacy, creativity, and audience interaction in ways that are both visually striking and culturally meaningful.
For fans of The Monsters, the collaboration represents a milestone in the series’ evolution. The pairing with HSBC’s guardian lions adds an element of narrative playfulness, introducing new symbolic relationships between characters that celebrate connection, protection, and shared stories. This thoughtful approach to character design and storytelling reinforces the brand’s ethos of creativity, imagination, and emotional engagement, while providing collectors with unique, highly sought-after items that embody both artistic and cultural significance.
From a broader perspective, the collaboration underscores the potential for local designers to achieve global impact through strategic partnerships. Kasing Lung’s creations have transcended the boundaries of children’s books and collectibles, demonstrating that imaginative design can intersect meaningfully with corporate heritage and international audiences. HSBC’s role as lead sponsor amplifies this effect, providing a platform for the artwork to reach a wide and diverse public while reinforcing the brand’s commitment to cultural engagement and community enrichment.
The exhibition itself promises to be a highlight of the holiday season in Hong Kong, offering visitors the chance to experience the vibrant world of The Monsters in a curated, immersive setting. By blending original artworks, vinyl figures, and interactive storytelling, the showcase reflects both brands’ dedication to innovation, creativity, and audience engagement. Visitors will be able to explore the intricacies of the characters, the thoughtful design elements, and the playful interactions that define The Monsters’ universe, all while celebrating the dual anniversaries in a meaningful and visually compelling way.
The HSBC x The Monsters collaboration is a celebration of creativity, cultural heritage, and imaginative storytelling. By bringing together iconic characters Labubu, Zimomo, Stitt, and Stephen, the partnership creates a unique fusion of playful design and historical legacy. With the upcoming exhibition, limited-edition vinyl figures, and celebratory campaigns, HSBC and Kasing Lung offer audiences a festive, immersive experience that celebrates milestones, inspires creativity, and highlights the power of cross-disciplinary collaboration. This collaboration exemplifies how heritage brands and contemporary designers can come together to create culturally resonant, globally appealing experiences that delight, engage, and inspire.
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