Hana Bank, which newly joined the third phase of the Nara Sarang Card project this year, has rapidly emerged as a major force in the financial market, recording a cumulative issuance share of 42%. The card plate featuring the popular idol An Yujin perfectly captured the preferences of soldiers in their 20s, driving remarkable issuance results. The bank has achieved solid results that go beyond simply increasing the number of cards issued, leading to the acquisition of military payroll accounts and long-term customers. In this article, we will take a detailed look at the specific strategies and background behind how Hana Bank won over the hearts of the military. Readers will find it interesting to see how the financial environment within military bases is changing these days.
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An Yujin Card: Hana Bank’s Nara Sarang Card Sees 42% Issuance Share in a Market Surge
1. The Power of the An Yujin Card and Achieving a 42% Cumulative Issuance Rate
Since Hana Bank launched the third phase of the Nara Sarang Card project this year, it has achieved the feat of breaking through a 42% market share in a short period. According to the financial industry, as of the end of last month, the cumulative number of Nara Sarang Cards issued by Hana Bank has recorded a staggering figure, demonstrating notable growth. In particular, the unique card plate featuring a top idol as a model played a decisive role in capturing the hearts of young soldiers. In fact, cards featuring the An Yujin design have already surpassed 150,000 in issuance, sparking an explosive response. The marketing strategy, which accurately grasped the sensibilities and preferences of young adults in their 20s even within the special environment of military bases, proved highly effective. As trendy visual elements combined with practical benefits, the card has become an essential item among those undergoing military service examinations. The bank is making every effort to turn this initial popularity into a sustainable growth driver rather than a one-off event. It is reported that the enthusiasm for sign-ups has intensified further as word of mouth spread naturally among fellow soldiers who all carry this card. It is expected that this differentiated approach, tailored to the standards of young customers, will create significant ripples across the entire financial market in the future.
Hana Bank achieved a 42% cumulative issuance share, gaining significant popularity from launch thanks to its trendy card design featuring An Yujin.
2. The Hidden Truth and Strategy Behind the 14-Fold Surge in Payroll Transfers
The surge in Nara Sarang Card issuance results has translated directly into substantial achievements, such as acquiring actual military payroll accounts, going beyond the mere distribution of plastic cards. Compared to the end of last year, before the project began, Hana Bank’s share of payroll transfers for active-duty soldiers has exploded by as much as 14 times. This is a clear indicator that the proportion of soldiers who actually use the card as their primary account has increased significantly. Military personnel are highly satisfied with practical benefits such as frequent payment perks and fee waivers used during leave or outings. For the bank, this has provided a decisive opportunity to secure a large number of stable, high-quality customers whose salaries are consistently deposited during their military service. It is evaluated that a systematic process guiding soldiers to naturally settle into the bank’s platform from the beginning of their service is working perfectly. As the bank is recognized as a friendly financial partner to young people facing the major life transition of military service, it is enjoying a natural lock-in effect. This increase in payroll account inflows is highly likely to lead to long-term business relationships even after soldiers are discharged and enter society.
Beyond card issuance, active-duty soldier payroll transfer performance increased by 14 times compared to the end of last year, establishing a solid base of long-term customers.
3. The Active Role of the Money Special Forces in On-Site Financial Education
Hana Bank does not stop at selling financial products; it also actively operates customized education programs that go directly to military bases. The Money Special Forces, a team composed of professional economic lecturers, visits military bases nationwide to spread essential economic knowledge to soldiers. They help soldiers in their 20s, who have relatively little social experience, learn proper saving habits and asset management methods during their military service. In particular, separate financial planning workshops are held for junior officers to generously share practical know-how for asset formation. These vivid educational sessions conducted on military base grounds have received a warm response from soldiers, recording high satisfaction levels. While fostering economic independence, which can easily be neglected during military life, the bank also deeply instills a positive image. The question-and-answer sessions following the lectures are filled with enthusiasm, as soldiers pour out questions about savings and investments that they have always been curious about. This sincere effort to consider and support the future of military personnel resonates deeply, going beyond simple corporate promotion.
The dedicated financial education team, Money Special Forces, visits bases directly to provide customized financial planning solutions for soldiers and junior officers.
4. Improving Leisure Culture and Welfare Support Activities for Military Personnel
Hana Bank’s various social contribution and support projects aimed at improving the actual welfare of soldiers are also noteworthy. The bank helped remodel the outdated gymnasium of a Marine Corps unit with a modern sensibility, allowing soldiers to exercise in a comfortable environment. Additionally, it practiced warm sharing by donating over 5,000 books to an Army unit to foster emotional growth and expand knowledge. Through the Defense Daily, it is serializing essential financial common sense that soldiers must know during their military life, providing great assistance. The renovation project for the Hana Hall, a dedicated space for Marine Corps soldiers stationed on Yeonpyeong Island to rest comfortably, is also currently being actively promoted. This cultural and welfare support not only greatly contributes to boosting soldiers’ morale but also builds a solid relationship of trust with military units. The bank’s gesture of extending a warm hand in the midst of difficult military life brings great emotion to soldiers and their families. The bank continues to invest generously in creating tangible benefits and rest environments that soldiers serving the nation can feel.
The bank is providing multifaceted support to improve the leisure culture environment for soldiers, including gymnasium renovations, book donations, and rest space renovations.
5. Heartwarming Support for Families of Soldiers Who Died in the Line of Duty or Were Injured
Hana Bank continues to provide special support to comfort and practically help soldiers who died in the line of duty or were injured while protecting the country, as well as their bereaved families. It supports the costs of custom prosthetic limbs for soldiers who unfortunately suffered service-related injuries, helping them return to daily life. By also supporting the purchase costs of various medical assistive devices, it reduces their financial burden and encourages them to stand confidently as members of society. These humanitarian support activities demonstrate the image of a model financial institution that fulfills its social responsibility, going beyond a company that simply pursues profit. The gesture of extending a helping hand to soldiers and their families who are suffering from unexpected accidents or injuries serves as an example to many. It shows that private enterprises are taking the lead in setting an example to create a society where military personnel responsible for national security and their families are respected. This sincere effort instills the perception that the Hana Bank brand is not just a place to deposit money, but a warm partner by our side. The deep consideration that treats each soldier as a precious connection serves as a solid foundation for building long-term customer relationships.
The bank provides customized support for medical assistive devices and prosthetic limb production costs for military personnel who died in the line of duty or were injured while serving the nation, as well as their families.
6. Seismic Shifts in the Military Financial Market and Future Outlook
Hana Bank’s recent success with the Nara Sarang Card is injecting strong tension into the entire financial industry, going beyond the mere figure of breaking the 40% share mark. It has proven that differentiated marketing and welfare determine victory as competition among banks to secure young customer segments becomes more intense. It is expected that specialized financial products and meticulous asset management services for military personnel will become even more advanced in the future. Readers can look forward to discovering interesting changes by continuing to observe the innovative moves of financial companies targeting the youth demographic. Based on the vast base of soldier customers secured this time, Hana Bank plans to build a more robust comprehensive asset management ecosystem in the future. It will make continuous efforts to ensure that the precious connections formed during military service lead to social life after discharge, allowing soldiers to remain customers for a lifetime. The secret to winning the hearts of the military lay not only in the glamorous advertising model but in the sincerity of deeply empathizing with and supporting the daily lives of soldiers. It is a time when we await with interest what new winds Hana Bank will stir up in the military financial market in the coming future.
Building on the success of the An Yujin Card, Hana Bank’s strategy to recruit military personnel as lifetime customers is expected to cause continuous ripples in the financial market.
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