How do you define Fendou?
Who uses credit card in China? We not only helped issue 10 million cards, but raised their national pride.
When the Industry and Commercial Bank of China (ICBC) and Mastercard teamed up to launch a new credit card called “Fendou”, they knew that getting sign-ups for it was going to be tough because First of all, mobile payments have become ubiquitous in China. Secondly，“Fendou” (or 奮斗 in simplified Chinese) means to fight or strive. It’s a term most people who grew up in China are familiar with because “Fendou” has been instilled in them since childhood.
We use “Fendou” as a rallying call for people to keep their eye on the prize. We turned “Fendou” into a sentiment that produced groundswell of positivity.