UnionPay International Launches Golden Week Campaigns to Boost Chinese Tourist Spending in Malaysia

UnionPay International (UPI) has launched two campaigns to make cashless spending easier and more rewarding for Chinese visitors to Malaysia during China’s national Golden Week holiday period. 

Through a partnership with Payments Network Malaysia Sdn Bhd (PayNet), UnionPay cardholders can enjoy instant discounts when using the UnionPay app (云闪付) to scan DuitNow QR touch points across Malaysia. DuitNow QR is Malaysia’s national QR standard, developed and operated by PayNet as the country’s national payment infrastructure provider. The discounts cover a wide range of spending categories, from major tourist attractions and restaurants to night markets and transport services.

UPI is also introducing a foreign exchange (FX) campaign exclusively for mobile payments, aimed at offering added value and convenience to travellers. With the rising trend of mobile payment adoption among tourists, this aims to make their travel experience more seamless and help them manage their travel expenses with confidence during their visit.

This dual campaign reflects a significant milestone in cross-border payment interoperability. Thanks to the partnership with PayNet, UnionPay app users can scan and pay at more than 2.6 million DuitNow QR merchants across Malaysia. In the first four months of 2025 alone, DuitNow-UnionPay transaction volume surged more than thirteen-fold year-on-year, underscoring the strong momentum in cross-border QR adoption.

The launch of these campaigns comes at a time of strengthened China-Malaysia relations, including the introduction of mutual visa-free travel, which is expected to further accelerate tourism growth ahead of Visit Malaysia Year 2026 (VMY2026).

Dr. Jian Jiangtao, Managing Director (简江涛, 银联国际东南亚分公司负责人) of UnionPay International Southeast Asia Branch, said:

“The ties between China and Malaysia have never been closer. With PayNet, we are bringing the UnionPay app into virtually every corner of Malaysia. For Chinese visitors, every scan is not just a payment — it is a moment of ease and assurance on their journey. This campaign is our gesture of readiness for the era of visa-free travel and the milestone of Visit Malaysia 2026, and a reaffirmation of our long-term commitment to tourism and exchange between our two nations.”

Malaysia’s Tourism, Arts and Culture Ministry has set a target of attracting six million Chinese tourist arrivals in 2025, underscoring the importance of initiatives that enhance travel convenience and boost spending.

Gary Yeoh, Chief Marketing Officer of PayNet, added: “Chinese visitors are among Malaysia’s highest-spending tourists, and seamless payments are key to unlocking more value for them and the local economy. By enabling the UnionPay app at more than 2.6 million DuitNow QR merchants, we’re making it easier for travellers to spend with confidence while supporting local businesses. As we look towards Visit Malaysia Year 2026, partnerships like this show how payments can drive both convenience for tourists and growth for our merchants.”

As Malaysia welcomes an influx of Chinese tourists during Golden Week and beyond, UnionPay International and PayNet’s joint DuitNow QR campaign, alongside UPI’s FX campaign, aims to deliver a more seamless, rewarding, and mobile-first travel experience nationwide.