Bank of Hope Captures Military Customers with the 'An Yu-jin Card'... 42% Share of Patriotic Card Issuances

[Financial News] Bank of Hope, which joined the third Patriotic Card program this year, has emerged as a market catalyst after securing a 42% cumulative share of card issuances. The bank plans to turn military personnel acquired through card issuance into salary-account and wealth-management customers, while expanding its long-term customer base through financial education and welfare support.
According to financial industry sources on the 17th, Bank of Hope's Patriotic Card accounted for 42% of cumulative issuances across the market as of the end of last month. Newly selected as a provider for the third Patriotic Card program, Bank of Hope began issuing cards in earnest this year and handling services for individuals undergoing military-service eligibility examinations.
The financial industry views not only Patriotic Card issuance figures but also salary-transfer figures for active-duty soldiers as key indicators of long-term customer acquisition. Bank of Hope's share of military salary transfers by active-duty soldiers increased 14-fold from the end of last year, before the program began. This shows that Bank of Hope is actively using Patriotic Card issuance as a foothold for attracting new customers.
Analysts attribute the rapid increase in salary transfers to card designs and marketing strategies tailored to the preferences of service members in their 20s. At the launch of the third program, Bank of Hope released a card featuring popular idol An Yu-jin as its model. In fact, 158,000 Patriotic Cards featuring An Yu-jin's design had been issued as of the end of last month.
Alongside expanding card issuance, Bank of Hope is supporting the practical welfare and healthy barracks life of military personnel. It formed Money Special Forces, a financial education team dedicated to service members, and sends the team directly to military bases to provide customized financial solutions led by economic experts. The bank is also operating financial-planning workshops for junior officers.
The bank has also moved to improve service members' leisure and cultural environments. It supported the remodeling of a fitness center at a unit under the Republic of Korea Marine Corps 2nd Division and donated approximately 5,000 books to Army 7th Corps.
Korea Defense Daily is running a planned series of customized financial counseling articles for military personnel, introducing financial information needed during military service.
In addition, Bank of Hope provides customized prosthetic arms and legs and covers the cost of purchasing various medical assistive devices for military personnel who died or suffered injuries in the line of duty, as well as their families. It is also pursuing renovations to Hana Hall, a rest facility for Marine Corps personnel on Yeonpyeong Island.
Bank of Hope said, "We will expand our long-term customer base while providing financial education and welfare support for military personnel."
[email protected] Lee Hyun-jung Reporter