IEC launches The Chin Family to help Hong Kong people
address life challenges and meet financial goals

11 April 2016

The Investor Education Centre (IEC) today launched a new financial education platform - The Chin Family - to engage members of the public and help them manage their money wisely and effectively.

The new education platform addresses the barriers to financial learning, using friendly, easy-to-understand language and by providing ready access to credible information. The objective of the platform is to appeal to the public's emotional and practical needs in personal finance.

Speaking at the launch ceremony of The Chin Family, Professor Leonard Cheng, Chairman of the IEC, said: "Over the past three years, we have built a solid and sound foundation to enhance financial literacy in Hong Kong. To further promote financial education to members of the public, we have created The Chin Family, based on a family of characters whose stories make financial learning simple and more enjoyable."

As an independent and impartial guide, The Chin Family provides free information on money management, targeted programmes as well as resources and tools centred around key life events, together with a new website and social media channels. Each character of The Chin Family has his or her own unique personality and plays a different role to communicate financial topics tailored to specific groups within the community.

Mr David Kneebone, General Manager of the IEC, added: "Hong Kong people are faced with many financial challenges. For example our research reveals that only 14% of adult population have set a financial goal for retirement and 65% are not confident in being financially well prepared for their retirement. In view of Hong Kong's rapidly ageing population and the increasing complexity of financial products, The Chin Family will provide a variety of resources and support to encourage the general public to learn more about finance so that they are better prepared to manage life's financial challenges."

Following the launch ceremony, a multimedia education campaign using TV, outdoor advertising and social media, coupled with a theme song, live dance performances and mascot appearances, will be arranged to raise public interest and engagement in financial learning.

Members of the public can visit to explore The Chin Family's free and comprehensive resources on money matters and subscribe to the e-newsletter or connect with The Chin Family on Facebook and YouTube.

Photos and captions:

  • (From left to right) Mr Carlson Tong, Chairman of the Securities and Futures Commission, Mr Andrew Wong, Permanent Secretary for Financial Services and the Treasury (Financial Services), Professor Leonard Cheng, IEC Chairman and Mr David Kneebone, IEC General Manager, officiate at the launch ceremony of The Chin Family
  • Mr Carlson Tong and Ms Kandy Wong share money management tips and experiences.
  • As an independent and impartial guide, The Chin Family helps people in Hong Kong plan and manage their finances by providing free education information, targeted programmes as well as resources and tools centred around key life events.
  • Screenshot of The Chin Family website (