Safeguarding Secure Consumption: CITIC Bank Creates Scenario-Based Financial Education

Source: Global Times

Recently, CITIC Bank focused on the theme “Clear and Bright Financial Networks, Protecting Peace of Mind in Consumption.” Based on new scenarios of cultural and tourism consumption, it highlighted regional traditional cultural features, integrating financial risk alerts with local cuisine and cultural tourism resources. Using down-to-earth, warm, and interactive methods, it brought financial security to the public, vividly fulfilling the responsibility of “finance serving the people.”

During the event, CITIC Bank launched the nationwide “Consumer Protection Roaming City Fun” activity. Branches in Harbin, Changchun, Shenyang, Dalian, Kunming, Guangzhou, Hangzhou, Nanjing, Xiamen, Wuhan, Chengdu, and others responded in the north and south, cleverly blending risk alerts with ice and snow culture, Lingnan customs, Jiangnan rain, and Bashu charm to create differentiated, immersive financial education content.

Carefully crafted consumer protection guides by each branch serve as “thoughtful guides” for local residents’ daily travel and provide “immediate safety protection” for visitors from other places. Financial knowledge accompanies tourists across mountains and rivers, spreading in all directions, ensuring every journey is accompanied by peace of mind and every firework display is safeguarded by consumer protection.

If the “Consumer Protection Roaming” is a moving scenic route accompanying tourists across mountains and rivers, then CITIC Bank’s collaboration with McDonald’s to create financial knowledge-themed restaurants is a “life protection station” integrated into daily life. CITIC Bank has expanded the “Consumer Protection + Cuisine” crossover model from a single location to a nationwide layout.

In Shanghai, eight financial knowledge-themed restaurants embed consumer protection knowledge into fragmented moments of ordering and dining, achieving high-frequency contact and subtle influence; in Harbin, six such restaurants adapt to local conditions, integrating financial knowledge into urban life, making financial literacy accessible in daily consumption.

McDonald’s financial knowledge-themed restaurants have also opened in Hefei, Hohhot, and Zhuhai, echoing those in Shanghai and Harbin, forming a multi-city coordinated pattern and blooming across the country.

From the icy city in the north to the southern coast, from eastern metropolises to western fertile lands, CITIC Bank is building a nationwide financial safety net through the dual lines of the “Consumer Protection Roaming” mobile scenic route and the fixed “Theme Restaurant” protection stations, reaching into daily life.

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