Thanks to the Zalo social network's ecosystem, which was alreadyvery crowded before, the Zalo Pay wallet has been strongly received and is consideredone of the most popular e-wallets tod
About the Service
VNG Company
Figure 1: Logo of VNG Company
- Mission: Technology Creation and People Development For a better life VNG believes in the power of the Internet and sets the mission of giving Internet users a meaningful experience.
VNG's core value centers on its people and corporate culture, guided by three core values that shape every decision Team members at VNG consistently demonstrate a spirit of dedication to the common development of VNG and the broader community, driving sustainable growth for the company and the people it serves.
- Location: VNG Campus - Z06 Street No.13, Tan Thuan Dong Ward, District 7, Ho Chi Minh City.
VNG is Vietnam's leading Internet and Technology company, boasting an expansive ecosystem of technology products that meet user needs and earn the trust of over 100 million customers at home and abroad.
The company is currently focusing on four strategic product groups: online games (featuring titles such as Vo Lam Truyen Ky and Kiem The), connected platforms (including Zing, Zalo, 123 Go, and Bao Moi), digital payments (such as 123 Pay and ZaloPay), and cloud services (VNG CLOUD) These pillars drive growth by delivering engaging gaming experiences, integrated social and content ecosystems, secure digital payments, and scalable cloud infrastructure.
Founded in 2004, VNG quickly aligned with the entertainment needs of Vietnam’s youth and capitalized on the growing potential of online gaming in the Vietnamese market By introducing innovative gaming platforms and digital entertainment services, VNG helped drive Vietnam’s online entertainment scene and usher in a new golden era of digital leisure for Vietnamese audiences.
Not only is VNG a game developer, but it also leverages its technology strengths and human capital to expand into promising yet challenging segments such as entertainment platforms and electronic payments, where it has already achieved notable milestones.
ZaloPay
Zalo Pay is a mobile payment application owned by Zion Joint Stock Company and developed by VNG Company It has been licensed by the State Bank of Vietnam since January 18, 2016, offering a broad set of features and robust security measures Leveraging the strong Zalo social network ecosystem, the Zalo Pay wallet has gained significant traction and is widely regarded as one of the most popular e-wallets today.
Zalo Pay wallet offers a comprehensive set of essential, user-focused features that meet everyday payment needs Its core capabilities include money transfers, direct payments via QR code, and on Android devices, payments through NFC and Bluetooth connections It also supports paying utility bills—electricity, water, and Internet—and enables sending congratulatory gifts for special occasions In addition, Zalo Pay handles card-based transactions, including Visa and MasterCard, providing a versatile payment experience With a strong emphasis on information security and the motto "Payment in 2 seconds," Zalo Pay prioritizes speed and convenience for users.
Currently, there are 4 ways to classify services such as:
ZaloPay's e-wallet service belongs to the group of Information Processing, which directly provides possessing and intangible acts.
Figure 4: Flowchart of service delivery
Step 1: Users download ZaloPay application from Appstore or CH Play
Step 2: User logs in to confirm personal information
Step 3: User selects the link with the desired type of bank or payment
Step 4: Choose the type of service you want to use
Step 4.1: Pay for purchases, goods, services, etc via QR code or Barcode
Step 4.2: Transfer money via e-wallet
Target customer
Partner
ZaloPay's main source of income is from business partners Therefore, the target customers that ZaloPay focuses on are businesses.
ZaloPay currently serves as a trusted partner, delivering collection and payment services to more than 100 large-enterprise partners nationwide Our partners span a wide range of sectors, including electricity, telecommunications, mobile, television, personal finance, banking, aviation, entertainment, and gaming.
Potential partners
ZaloPay continues to target businesses looking for a versatile sales and payment channels to support business development nationwide with the following functions:
Collect money for goods and services
Direct interaction with sales agents
EndUser
Both male and female, but according to Neilsen 54% ZaloPay accounts are female
ZaloPay's target audience was young adults (20 to 35-years-old), who already had an active demand for mobile payment or transfer b Hobbies:
Online purchase, online payment, online transaction on a regular basis on Lazada, Baemin, Tiki, Sendo.
Loving the convenience of cashless payments. c Location:
Ho Chi Minh city is the biggest target market (41%)
Ha Noi city is the second (23%)
Other big cities such as: HaiPhong, DaNang, CanTho, BinhDuong, etc (36%) d Behavioural:
Internet savvy, open-minded and quickly adopt new trend adopters
Users' mobile payment behavior spans internet-based mobile banking apps and other non-social services such as Momo and Viettel Pay, and to compete in this crowded landscape, ZaloPay needed to offer an easy, intuitive way for people to experience its money transfer solution.
Want to be an explorer, tend to link with the purposeful brand
Delivering customer- experience value
Value through the marketing mix
ZaloPay stands out in the e-wallet market by delivering familiarity, reliability, and convenience to customers from the moment of setup, outperforming competitors The widespread use of Zalo for messaging makes adopting ZaloPay seamless for users, enabling quick onboarding and easy adoption This smooth integration helps build greater trust in ZaloPay’s products and services within the digital payments space.
In the highly competitive e-wallet market, brands must continuously innovate to attract customers through standout marketing campaigns Zalopay has historically succeeded by leveraging customer insights through targeted promotions, extensive brand activations, and active social media engagement, and its integration with Zalo's in-app chat exemplifies a successful super-app approach.
Zalopay leverages technology to streamline access to features and to announce new programs, creating touchpoints that reflect dedication and professionalism in its operations The company answers customer inquiries through a 24/7 support service built on structured customer care processes and scenarios, signaling the team’s readiness to provide timely assistance.
Over the years, the app’s interface has been upgraded to improve usability, create a strong impression, and clearly highlight the brand, ensuring a smooth and intuitive user experience In stores, static QR codes are professionally designed and strategically placed, always featuring promotions to attract shoppers and drive conversions.
Using the Zalo app, Zalopay delivers ongoing, proactive customer care by sending timely reminders about exclusive programs, vouchers, and payment deadlines, while in-app notifications announce new promotions and other offers This approach creates multiple touchpoints that boost customer retention and engagement, making users feel consistently valued and helping to solidify Zalopay’s lasting brand presence in the minds of customers.
Zalopay handles customer inquiries via topic-based questions on its website, enabling users to search for and find answers about the service In the app, the support center is always accessible, offering convenient options such as texting or calling to consult with staff.
As markets modernize and shopping becomes increasingly technology-driven, convenience has become a key competitive factor across service industries In sectors like mini supermarkets and restaurants, Mastercard, Visa, and electronic wallets are now widely accepted, reflecting the demand for fast and easy payments ZaloPay stands out as a versatile e-wallet, offering ease of use, speed, and broad partnerships with major merchants to deliver the seamless payment experience digital shoppers expect.
ZaloPay is a mobile payment platform, or e-wallet, that allows users to make online money transactions on phones and tablets.
ZaloPay is a digital payments platform owned by VNG, a leading Vietnam-based technology company, and is integrated with the Zalo ecosystem, which serves about 70 million Zalo users This integration accelerates development and provides ZaloPay with significant advantages in the online payment market, strengthening Vietnam’s digital payments landscape and broadening opportunities for e-commerce and financial services.
Currently, ZaloPay is a payment partner of Visa, MasterCard, Vietcombank,Vietinbank, BIDV, Sacombank, Eximbank, SCB Bank, Viet Capital Bank, JCB,
ZaloPay is available for download on the App Store and CH Play, or you can grab the APK directly from Zalo’s official homepage When you open the app, a guided walkthrough introduces the basic operations and features, helping you quickly become familiar with how to use ZaloPay.
User manual inquiries, FAQs, and customer issues are answered in detail and organized within the Support Center for easy access Customers can file support tickets or reach the team via the Zalo switchboard or the app’s Facebook fanpage.
Applications from affiliate partners are embedded within the ZaloPay app, giving customers seamless access to a variety of services Users can open ZaloPay, tap the relevant service icon based on their needs, and use the service directly within the app Some apps are integrated into ZaloPay, such as booking movie tickets, paying tuition fees, or paying apartment fees.
Users can rate and leave comments directly in the app’s customer feedback section or on Google Play and App Store listings The application provides industry-leading security for customer information, including integrated fingerprint authentication, which helps customers feel safe when using ZaloPay.
ZaloPay records every transaction in the transaction history, providing a clear, auditable log that includes the transaction date, exact time, and a unique transaction code, enabling customers to easily review their activity and check details later.
ZaloPay is an e-wallet that serves as a convenient payment method for a wide range of services and products It is widely accepted by many convenience stores and restaurants, allowing customers to pay simply by scanning a QR code, with the transaction amount deducted directly from the ZaloPay wallet balance The platform also handles deposits, withdrawals, and automatic deductions, making transactions seamless and hands-off for users.
ZaloPay collects your name, email address, and phone number when you sign up for an account Depending on the service you use, additional information such as device location or contacts may be collected with your consent This data is used to deliver features and services, strengthen account security, and support research to improve ZaloPay's offerings.
Besides that, ZaloPay won’t share any customer’s information to the third person unless that bank or companies provide the service on ZaloPay.
Customer complaints about products and services are quickly resolved by ZaloPay, and ZaloPay's policies are beneficial to users.
Price
The war between e-wallets in Vietnam is getting more and more intense, big brands are pouring more and more money into implementing promotions, discounts or expanding their ecosystems.
ZaloPay has become a leading brand in the e-wallet space, leveraging a competitive pricing strategy to retain existing customers and attract new users from rival wallets By offering attractive fees, rebates, and promotions, ZaloPay encourages ongoing usage and helps win potential customers at partner stores associated with competing brands This pricing approach strengthens user loyalty and expands market share, reinforcing ZaloPay's position as a top choice in digital payments.
The overview of usage costs is not too different from direct competitors such as: Momo, AirPay, ViettelPay, etc.
About the deposit and money transfer in the wallet, currently ZaloPay is allowing it to be done for free
ZaloPay only starts collecting wallets with services related to card signals and international payments Below is a detailed description of fees for services.
This fee schedule is effective from March 1, 2022.
The above fees are inclusive of VAT.
Table 1: Table of fees for using ZaloPay's services
A Top up/Pay ZaloPay with money sources
Zalo Pay is a mobile payment application owned by Zion Joint Stock Company and developed by VNG Company It has been licensed by the State Bank of Vietnam since January 18, 2016, and provides numerous features along with strong security measures Leveraging the extensive Zalo social network ecosystem, the Zalo Pay wallet has gained strong traction and is regarded as one of today’s most popular e-wallets.
Zalo Pay Wallet offers a range of essential, unique features designed to meet users' everyday payment needs Its core utilities include seamless money transfers and direct payment options, making it a versatile and reliable tool for managing daily financial transactions.
Currently, there are 4 ways to classify services such as:
ZaloPay's e-wallet service belongs to the group of Information Processing, which directly provides possessing and intangible acts.
Figure 4: Flowchart of service delivery
Step 1: Users download ZaloPay application from Appstore or CH Play
Step 2: User logs in to confirm personal information
Step 3: User selects the link with the desired type of bank or payment
Step 4: Choose the type of service you want to use
Step 4.1: Pay for purchases, goods, services, etc via QR code or Barcode
Step 4.2: Transfer money via e-wallet
ZaloPay's main source of income is from business partners Therefore, the target customers that ZaloPay focuses on are businesses.
ZaloPay continues to target businesses looking for a versatile sales and payment channels to support business development nationwide with the following functions:
Collect money for goods and services
Direct interaction with sales agents
Both male and female, but according to Neilsen 54% ZaloPay accounts are female
ZaloPay's target audience was young adults (20 to 35-years-old), who already had an active demand for mobile payment or transfer b Hobbies:
Online purchase, online payment, online transaction on a regular basis on Lazada, Baemin, Tiki, Sendo.
Loving the convenience of cashless payments. c Location:
Ho Chi Minh city is the biggest target market (41%)
Ha Noi city is the second (23%)
Other big cities such as: HaiPhong, DaNang, CanTho, BinhDuong, etc (36%) d Behavioural:
Internet savvy, open-minded and quickly adopt new trend adopters
Users’ mobile payment behavior includes internet mobile banking apps and other non-social payment services such as Momo and Viettel Pay To compete amid this array of options, ZaloPay needed a simple, intuitive approach to introduce people to its money transfer solution.
Want to be an explorer, tend to link with the purposeful brand
3.1 Value through the marketing mix:
In the fiercely competitive e-wallet market, brands must continuously innovate to attract and engage users through standout marketing campaigns Zalopay has demonstrated success by tapping into customer insights with brand activations and a strong social-media strategy, and by integrating its services into chat on the Zalo platform This push toward chat-based engagement signals a growing super-app model, turning messaging apps into central hubs for promotions, support, and seamless transactions.
Most instructions are delivered through digital touchpoints that help customers access features and stay informed about new programs or updates Zalopay designs these touchpoints around a guiding process that signals dedication and professionalism in its operations Beyond answering questions, the company offers 24/7 customer support built on structured customer care processes and scenarios, reflecting the team’s commitment and readiness to provide timely service to customers.
Over the years, the app’s interface has been upgraded to enhance usability, create a memorable impression, and boost brand visibility In addition, static QR codes placed in stores are professionally designed and consistently paired with promotions, making them effective tools for driving customer engagement.
Through the Zalo app, ZaloPay maintains continuous customer engagement by sending timely reminders about preferential programs, vouchers, and upcoming bill payments The app’s notifications also announce new promotions, creating additional touchpoints that strengthen customer retention This steady, personalized communication makes users feel cared for and helps build a lasting brand presence.
Zalopay provides a robust customer support experience by answering inquiries through topic-based questions and FAQs on its website, allowing users to search for and instantly find information about the service Additionally, the Zalopay mobile app features a 24/7 support center where customers can reach staff via texting or calling for direct consultation.
As the market becomes more and more modernised and shopping is also technologicalized, convenience is quickly becoming a competitive factor for many
ZaloPay is a mobile payment platform, or e-wallet, that allows users to make online money transactions on phones and tablets.
Owned by VNG, Vietnam’s technology company, this application integrates with the Zalo community of 70 million users and leverages ZaloPay for seamless digital transactions ZaloPay has grown rapidly and offers advantages in the online payment market, including broad user reach, fast processing, and strong ecosystem integration.
Currently, ZaloPay is a payment partner of Visa, MasterCard, Vietcombank, Vietinbank, BIDV, Sacombank, Eximbank, SCB Bank, Viet Capital Bank, JCB,
ZaloPay is available on the App Store and CH Play, or you can download the APK directly from Zalo’s homepage When you launch the app, guided onboarding walks you through the basic operations, helping you quickly access and become familiar with the platform.
Questions about the user manual and common issues are answered in detail and organized in the Support Center, where FAQs and categorized solutions help customers find answers quickly Customers can submit support tickets online or reach us via the Zalo switchboard, as well as through our Facebook Fan Page on the social network.
ZaloPay hosts a network of affiliate-partner apps embedded within its platform, enabling users to access a wide range of services by simply tapping the relevant service icons These integrated apps let customers select the service they need and use it directly through ZaloPay Examples of supported services include booking movie tickets, paying tuition fees, and handling apartment rent payments, making ZaloPay a convenient all-in-one hub for digital payments.
Customers can rate and review the app directly in the customer feedback section or on Google Play and the App Store The app delivers strong security for user data, with built-in fingerprint authentication to safeguard information This combination of robust security and biometric protection helps users feel safe when using ZaloPay.
ZaloPay records every transaction in the transaction history list, where each entry clearly displays the transaction date, exact time, and a unique transaction code, allowing customers to easily review full details later.
Place
ZaloPay has become popular across many locations, with an increasing number of shops, beverage outlets, and convenience stores adopting e-wallet payments To expand its coverage and merchant footprint, ZaloPay should target distribution channels that maximize reach and ease of integration Primary channels include retail networks such as supermarkets and convenience stores, food and beverage outlets, and online marketplaces; also consider corporate cafeterias, campus dining programs, and service locations like gas stations and vending machines Strengthening partnerships with point-of-sale providers, payment processors, and merchant networks can accelerate onboarding and ensure seamless checkout experiences By tapping into multi-brand retailers, last-mile retailers, and digital commerce ecosystems, ZaloPay can become a ubiquitous cashless payment option for consumers and merchants alike.
- GT : Grocery stores, Coffee shops can apply to speed up customer service,
Figure 5: Grocery stores combine traditional payment methods with modern ones
- MT : Expand into chains Convenience stores: GS25, 7-Eleven, Vinmart, Family mart,
Figure 6: ZaloPay has cooperated with Lotte Mart
- E-commerce: Cooperate with B2B channels such as Sendo, Lazada and Shopee to make it easier for customers to pay
Build customer engagement
Gamification
Another highlight is Adtima's in-app gamification strategy to encourage users to regularly interact with the online payment feature right on the chat box The game
"Rain of lucky money" encourages users to complete transaction tasks, helping them get used to this new form of payment.
- Encourage the use of ZaloPay to change turns
Relational attachment
Mỹ Tâm is regularly invited as a special guest in ZaloPay's advertising programs and campaigns, reflecting the brand's strategy to engage Gen X and Gen Y audiences through high-profile partnerships By participating in events and activities centered on her star appeal, these collaborations encourage customers to try and use ZaloPay's products, leveraging the popularity of their favorite celebrities to drive usage.
6.2.2 Partner Marketing: VNG Promotes Strategic Cooperation With Universities With the mission "Grow People’, VNG has promoted cooperation with universities through signing MOUs with University of Engineering and Technology - VietnamNational University Hanoi City, University of Information Technology - VietNamNational University Ho Chi Minh City, Hanoi University of Science and Technology,
Ho Chi Minh Foreign Trade University, Fullbright University with many meaningful activities has been implemented Employee Mobilisation:
On November 15, 2020, VNG's CEO Le Hong Minh appeared at the talk show 'Build technologies Grow people' held at Da Nang University of Science and Technology The event attracted more than 1,000 students from the Information Technology faculty.
CodeTour 2020, the annual online algorithm contest organized by VNG and Big-O Coding, attracted more than 1,000 contestants despite the ongoing pandemic VNG envisions the competition as a global platform where young people can practice together and help nurture Vietnam's next generation of technology talent.
In 2020, VNG Campus welcomed more than 2,500 visitors, including strategic partners such as the Embassy of Indonesia and the Embassy of the United Kingdom, along with many students from universities across the country.
ZaloPay brings together a network of linked and promoted partner apps, including Fahasa, VietJet Air, and the SaiGon Hotel chain, leveraging affiliate advertising to connect distributors with customers This integrated ecosystem makes it easier for users to access a wide range of services—from shopping and travel to hotel bookings—directly within the ZaloPay app, boosting engagement for partners and simplifying transactions for consumers.
ZaloPay actively participates in campaigns aimed at the charity community to spread positive messages and showcase its commitment to social good Exclusive offers crafted for the user community help ZaloPay users share the app’s value with friends and relatives, amplifying its utility This combination of positive messaging and targeted incentives supports the growth of ZaloPay's user base and broadens its reach within the community.
Values-based attachment
ZaloPay has had many campaigns with high ethical value, but the most prominent in the last 2 years are the following three campaigns:
6.3.1 Campaign "Million hearts of gold, join hands to fight the epidemic":
Timeline: ZaloPay launched a campaign from April 1 to June 30, 2020 in the program of the whole people to support epidemic prevention.
Key Message: "Million hearts of gold, join hands to fight the epidemic" - A small action with great meaning.
Originating from the Praesidium of the Central Committee of the Vietnam Fatherland Front's call, ZaloPay accompanies the fight against COVID-19 as a trusted channel for community donations By providing a secure, easy-to-use platform for contributions, this initiative supports COVID-19 relief efforts, channels resources to frontline workers and affected communities, and reinforces social responsibility through transparent giving.
ZaloPay's fundraising campaign aims to raise 6 billion VND, with 3 billion coming from the community and 3 billion contributed by ZaloPay The campaign's standout feature is a 1:1 matching donation that doubles every community contribution: for every 1 VND donated by supporters, ZaloPay adds 1 VND, bringing the total to 2 VND per donation This matching model attracts attention and drives engagement across the online community.
On April 10, 2020, VND 1.6 billion was transferred to the COVID-19 prevention fund As the campaign launched and spread through the community, people expressed substantial sympathy and positive feedback for the initiative.
Timeline: ZaloPay launched a campaign from the middle of July 2021.
Key Message: "Million hearts of gold, join hands to fight the epidemic" - A small action with great meaning.
VNG Joint Stock Company (VNG) has officially launched the project 'Saigon Bao Dung', a technology platform that supports prestigious voluntary units in Ho Chi Minh City and mobilizes strong online sponsors The initiative connects people across the country with those facing difficulties during the COVID-19 pandemic, enabling nationwide aid and solidarity through digital networks.
Launched within 72 hours, the Saigon Bao Dung project aims to connect sponsors and volunteer groups with those in greatest need in Ho Chi Minh City Volunteers on the Saigon Bao Dung platform are expanding efforts to deliver thousands of meals to people in isolation areas and to field hospitals serving doctors, nurses, and anti-epidemic teams At the same time, supporters nationwide can contribute to relief efforts by directly donating through bank transfers or via ZaloPay to the relief units People seeking help can also locate support locations quickly and accurately using the district-based lookup feature In parallel, VNG has mobilized suppliers to provide 150,000 masks and 11,000 level-3 protective suits to bolster the city’s frontline response.
Ho Chi Minh City hospitals received 110 boxes of medical gloves for doctors and medical staff across 23 facilities, highlighting support for frontline healthcare workers Meanwhile, ZaloPay e-wallet partnered with Lazada and its associates to launch the "0 Dong mini supermarket" on Lazada, allowing disadvantaged individuals to access goods donated by benefactors nationwide free of charge.
More than 20 volunteer units are active on the Saigon Bao Dung platform, spanning ten districts in Ho Chi Minh City, including Cho Lac Xuong Organization, the Ho Chi Minh City Youth Social Work Team, and the Crescent Moon Foundation for Charity and Social Protection The platform is expected to connect with 60 reputable social organizations in the near future to expand the network, enhance support for people, and ensure long-term assistance These volunteer units carry out numerous meaningful community activities not only during the Covid-19 pandemic but also beyond.
6.3.3 Campaign “Mang Tet ve nha” 2022:
Timeline: ZaloPay launched a campaign from April 1 to June 30, 2020 in the program of the whole people to support epidemic prevention.
Key Message: ZaloPay e-wallet is very honored to accompany the Program Organizing Committee, we believe that your contribution, big or small, means a lot to the community.
This program aims to provide free round-trip air tickets, round-trip car tickets, and round-trip train tickets to students, young workers, and laborers facing hardship who are living and working in the southern provinces and who are having a baby, enabling them to return home to celebrate Tet in the central and northern provinces.
Implement: "Mang Tet ve nha" in 2022 will continue to be held under the coordination of the Ho Chi Minh Communist Youth Union Central Committee and Suntory PepsiCo Vietnam Beverage Co., Ltd In which, ZaloPay e-wallet is proud to be the companion to call for individuals and organisations to replicate the journey during the Lunar New Year this year.
Result: The program "Bring Tet home" in 2022 is expected to give away 540 round-trip air tickets, 2,475 round-trip car tickets, 275 round-trip train tickets and meaningful gifts for students and young workers People and workers away from home with difficult circumstances return to their hometown to celebrate the LunarNew Year of the Tiger in 2022.
Figure 17: Campaign "Mang Tet ve nha"
ZaloPay delivers value to customers through preferential policies, attractive promotions, and a suite of utilities that are fully integrated within the app, complemented by consistent, capable customer care Absolute account security underpins every interaction, making security a cornerstone of the experience Together, these elements form ZaloPay's core value proposition, designed to strengthen customer trust and loyalty in the platform.
Experts say that for Vietnamese consumers to move away from cash toward non-cash payment methods, Vietnam needs a diverse, robust, and secure app ecosystem that supports the everyday apps people rely on By cultivating such an ecosystem, trusted, convenient, and confidential digital payment options can become deeply integrated into the tools and services people use every day, encouraging a real shift in payment habits.
Recognizing the growing demand for a seamless digital wallet, ZaloPay has continually expanded its ecosystem to become an indispensable part of daily life for Vietnamese users Today, ZaloPay connects with 33 banks and three international card networks—Visa, Mastercard, and JCB—along with hundreds of payment partners nationwide, delivering broad, convenient financial services.
Through the ZaloPay app, users can transfer money and pay daily utilities such as electricity, water, and internet bills, recharge mobile phones, and buy airline and movie tickets They can also shop online and scan QR payments at stores, all from a single mobile wallet This delivers a seamless mobile payments experience that covers essential needs, shopping, travel, dining, and entertainment right on your phone in just a few taps.
ZaloPay's participation in Cashless Day 2020 marks a milestone in advancing cashless payments under Government policy, as the Bank, ministries, and sectors accelerate tasks to promote digital transactions Through tangible activities, ZaloPay has helped refine the Government's objectives, enhance the user experience, and gradually shift payment habits across regions toward a cashless economy This collaboration demonstrates how fintech platforms can support public policy, driving wider adoption of cashless payments and contributing to a more convenient, secure, and efficient financial ecosystem.