CITIC Bank's brand value surged to $16.95 billion, marking a 27.2% year-on-year increase, as it secured the prestigious "Bank of the Year China 2025" award. This recognition underscores how brand-building has become a core competitive advantage for banks navigating economic cycles.
Since 2022, CITIC Bank has elevated brand management to a strategic priority under the leadership of Party Secretary Fang Heying. The bank has championed the philosophy of "making wealth warm" to carve out a distinctive financial branding path. Initiatives like the "Spring Letter" and "Polar Letter" campaigns, sponsorship of the China Open tennis tournament, and the "Xin·Xin" Brand High-Quality Development Forum exemplify its efforts to merge finance with culture, fostering emotional connections with clients.
**Policy-Driven Growth in Consumption** Finance remains the lifeblood of modern economies, acting as a powerful growth engine. As China transitions between its 14th and 15th Five-Year Plans, the financial sector faces the imperative of bolstering economic and social development. CITIC Bank has responded proactively with its *Financial Support for Consumption Revitalization Action Plan*, covering nine key areas and 646 sub-sectors. Within six months of its rollout, the bank disbursed over ¥14 billion in loans to 800+ businesses.
On the demand side, CITIC Bank prioritizes inclusive finance—enhancing wealth management, reducing consumer costs through credit support and green incentives, and building an ecosystem spanning dining, housing, travel, and healthcare. Its "Happiness+" pension financial services further empower household spending.
**The "Truth, Goodness, Beauty" Brand Paradigm** Over three editions of the "Xin·Xin" Forum, CITIC Bank has refined its branding ethos: "Truth" (credibility and responsibility), "Goodness" (finance for social good), and "Beauty" (aesthetic and ethical appeal). These principles have driven initiatives like the "Spring Letter" campaign, which drew inspiration from nature’s cycles to symbolize economic revival, and "Polar Letter," aligning financial innovation with polar exploration’s daring spirit.
**19 Years of Synergy with China Open** CITIC Bank’s 19-year partnership with the China Open tennis tournament exemplifies long-term sports marketing success. Beyond sponsorship, the collaboration has evolved into ecosystem co-creation, blending financial services with youth tennis development and cultural exchange.
**Global Recognition and Financial Resilience** On December 3, *The Banker* named CITIC Bank "Bank of the Year China 2025," its second win since 2017. Brand Finance ranked it as China’s fastest-growing bank brand, valued at $16.95 billion. The bank’s ESG rating also climbed to MSCI’s AAA tier.
As of Q3 2025, CITIC Bank reported total assets of ¥9.89 trillion, with a stable non-performing loan ratio of 1.16%. Revenue reached ¥156.6 billion, and net profit stood at ¥53.4 billion. Moving forward, the bank aims to reinforce its role in supporting the real economy while advancing toward global excellence.
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