Telling YUP’s Story in China: Profiling a New Fintech Powerhouse from Southeast Asia

Amid growing Chinese interest in Southeast Asia’s digital finance sector, we helped spotlight YUP’s mission to expand credit access in Indonesia—translating its growth story for Chinese investors and fintech operators across our platforms in China.

Market Context and Storytelling

• Introduced YUP as a credit access enabler in a market with less than 2% credit card penetration, highlighting a rare opportunity for fintech innovation aimed at mass-market financial inclusion.

• Shared insights into the founding team’s background, including prior experience in BNPL, consulting, and Southeast Asia’s consumer credit sector—building trust and context for Chinese readers evaluating the team’s credibility.

• Mapped YUP’s traction to regional macro enablers, such as low household debt, high smartphone adoption, and maturing digital payment infrastructure—key signals for Chinese stakeholders monitoring market readiness.

  
  

Editorial Strategy and Execution

• Published a feature on 36Kr and 36Kr Chuhai (website and WeChat), presenting YUP as a rising challenger bank offering Indonesia’s 80 million salaried workers their first credit card.

• Localized and contextualized YUP’s business model for Chinese audiences, connecting the story to wider fintech innovation trends from Brazil to Southeast Asia.

• Highlighted commercial milestones and strategic partnerships, including 10M+ annual transactions, a 40M-strong merchant network, and an exclusive partnership with Visa—the only one of its kind among Indonesian fintechs.

• Distributed the article across our platforms, reaching Chinese entrepreneurs, fintech investors, and decision-makers focused on APAC financial infrastructure opportunities.

View the articles here:

• 36Kr website

• 36Kr Chuhai website

• 36Kr Chuhai WeChat