Tencent's large penguin statue in front of a building. PHOTO: UNSPLASH
Tencent’s latest solution simplifies cross-border payments for Weixin users and merchants.
Updated
November 11, 2025 9:50 PM
Tencent's large penguin statue in front of a building. PHOTO: UNSPLASH
In a world where digital borders are fading faster than ever, Tencent is betting on familiarity. With the launch of TenPay Global Checkout, the company wants to make paying across countries feel as seamless as paying at home.
The new service, unveiled today, allows Weixin Mini Program merchants outside mainland China to accept a variety of local payment methods. That includes digital wallets, real-time payment networks and credit and debit cards, all through a single integration. The launch starts in Singapore and Macao SAR, where merchants can now take payments via PayNow, BOCPAY(MO), and major cards. Japan, Australia and New Zealand are next, with more regions to follow soon.
This rollout builds on the growing reach of Weixin Mini Programs, known internationally through WeChat. These small apps are built right into the platform, letting users' shop, book services and make payments without downloading separate apps. Today, there are over one million monthly active users in key overseas markets, with Mini Programs available across 92 countries and regions.
Yet, for many users abroad, paying within Mini Programs hasn’t always been simple. Foreign card restrictions, currency conversions and limited local options often made checkout a frustrating step. TenPay Global Checkout aims to change that.
“TenPay Global Checkout marks an important step in enhancing the local consumer experience. By enabling overseas Weixin Mini Program merchants to accept trusted and diversified local payment methods through one unified solution, users benefit from a more convenient and efficient payment experience. This helps merchants improve payment conversion rates, expand their user base and scale their businesses to serve a broader range of customers”, said Wenhui Yang, CEO of TenPay Global (Singapore).
What makes this move interesting isn’t just its technical simplicity—it’s the cultural bridge it builds. For users in Singapore or Japan, paying with PayNow or a local card inside Weixin feels less like an international transaction and more like an everyday purchase.
For merchants, it’s an invitation into a market that values convenience and trust. Payment familiarity, after all, often decides whether a user completes a purchase or abandons it at checkout.
The company remains focused on creating secure, connected and user-friendly payment experiences that help merchants grow and allow consumers to pay with confidence, wherever they are.
If successful, TenPay Global Checkout could quietly redefine how cross-border commerce feels—not like a transaction across regions, but a familiar tap, scan or click. In an increasingly global marketplace, that kind of familiarity might just be the next frontier in digital trust.
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How startups can use nostalgia marketing to build trust, spark loyalty and stand out with storytelling, vintage design and emotional connections.
Updated
November 13, 2025 4:06 PM
Vintage beer pong posters showcasing colorful, diverse designs from different eras in one collection. PHOTO: FREEPIK
Turning the subtle power of nostalgia into meaningful marketing.
Think of nostalgia as a time machine for brands—it doesn’t just take people back; it brings their emotions forward. And emotions sell. For those who are unfamiliar, nostalgia marketing is a strategy where brands use elements from the past—like familiar sights, sounds, or stories—to evoke warm memories and emotional connections with their audience.
This emotional pull isn’t just anecdotal—research shows its real impact: according to The Team and Forbes via The Drum, 80% of millennials and Gen Z are drawn to brands tapping into nostalgia, while 92% of consumers say nostalgic ads feel more relatable. And for startups competing in noisy markets, this is a goldmine.
In this article, we’ll explore why nostalgia marketing can be a game-changing strategy for your company.
Out of all the popular marketing methods—like influencer partnerships or attention-grabbing ad campaigns—nostalgia is unique because its impact starts intrinsically, in the brain. By triggering the release of dopamine, a reward-system neurotransmitter, Nostalgia evokes feelings of warmth, happiness and comfort. Consequently, people don’t just remember a moment—they relive it. Take, for instance, your favorite cereal brand bringing back childhood cartoon characters or using retro fonts and colors. You might choose it over a healthier breakfast option simply because it reminds you of the mornings you enjoyed as a kid. Similarly, speaking of stirring fond memories, Coca-Cola has mastered this effect, using classic holiday ads, vintage packaging, and iconic imagery. Those associations make people see Coke as more than a drink—it’s a familiar feeling they’re willing to pay extra for.
New marketing campaigns can spark curiosity but often trigger skepticism—especially when audiences lack prior connection to the brand. Nostalgia marketing breaks down this barrier by tapping into familiarity, using retro jingles, vintage fonts, pastel colors, or familiar packaging that immediately resonate. This recognition builds an emotional connection and trust with the brand. More importantly, it fosters social connectedness by making consumers feel part of a larger community—giving that reassuring “others remember this too” feeling. As a result, this sense of belonging reduces loneliness, strengthens warmth and trust, and encourages word-of-mouth sharing, naturally amplifying the campaign’s reach and impact.
While luxury brands can afford massive campaigns, startups and small businesses can tap into nostalgia as a cost-effective storytelling tool. In a world where marketing often chases the “next big thing”—from AI to futuristic tech—nostalgia offers the opposite: a chance to revisit the past. More importantly, nostalgia allows brands to stand out in a crowded, fast-scrolling feed by delivering something comfortingly familiar with a fresh twist. Think of Polaroid: in an age where smartphones boast crystal-clear cameras, it wins hearts with pastel hues, a vintage lens, and the tactile charm of instant prints—selling not just images, but a moment that feels straight out of the past.
The same principle worked brilliantly for Tiffany & Co., whose 185-year-old brand refresh featured Jay-Z and Beyoncé in a Breakfast at Tiffany’s-inspired campaign, blending timeless charm with contemporary star power and racking up millions of views. In essence, when done right, nostalgia doesn’t just market a product—it invites people to relive a story they already love.
Nostalgia resonates across generations speaking to diverse audiences. For Millennials, it’s a chance to relive the cultural touchpoints of their youth, while Gen Z approaches it with curiosity, eager to explore eras they never experienced firsthand. This crossover creates a unique marketing sweet spot: one group is driven by memory, the other by discovery. Pokémon proves this power by keeping lifelong fans engaged through retro trading cards while introducing younger audiences to its history. Similarly, Nike used nostalgia to bridge two different generations by reissuing retro classics, keeping both longtime fans and new sneakerheads excited. By appealing to both memory and curiosity, brands can create lasting connections that keep different generations engaged at once.
Nostalgia can be your startup’s non-cliché marketing mantra. Imagine a small bookstore that offers handwritten recommendation cards designed like vintage library checkout slips. This simple touch invites customers to slow down and rediscover the joy of reading. Or picture a local coffee shop serving drinks in mugs inspired by classic diner ware, evoking comforting memories of simpler times. Overall, the lesson is clear: combining nostalgic design with stories that connect people to shared moments creates emotional warmth and trust. Thoughtful nostalgia turns everyday products into meaningful experiences—building loyal communities eager to return.