A seemingly ordinary Maybank branch in Kota Kinabalu (KK), Sabah, has turned into an unlikely viral sensation, drawing the attention of Chinese tourists and social media influencers.
The branch, located on Jalan Pantai in the Gaya Street area, has been closed for renovations, but its bright yellow signboard and sleek urban setting have made it a must-visit spot for photographers.
The trend kicked off when a Chinese influencer shared photos of the branch on Xiaohongshu, a popular social media platform in China. The post quickly gained traction, with thousands of users captivated by the branch’s vibrant yellow Maybank logo and modern, city-like aesthetic. The location’s photogenic qualities, combined with its association with luck and prosperity in Chinese culture, have contributed to its growing popularity among tourists.
Maybank was quick to notice this viral trend and has embraced it as an opportunity to promote travel deals in Sabah. The bank expressed excitement over the phenomenon, highlighting how the yellow in their logo symbolizes warmth, heritage, and prosperity across Asia. They view the branch’s unexpected popularity as a unique way to celebrate their 64-year legacy in serving the Malaysian community.
Beyond Maybank, other brands have also jumped on the trend, using the location to enhance their marketing efforts. For instance, A1 Noodle featured the branch in a promotion for its Bak Kut Teh soup packets, while coffee brand Atukuupi used the site to encourage customers to “capture moments and memories” with their products. Even a local photography studio has revisited old photoshoots at the site to capitalize on the trend’s momentum.
