In 2018, Chailease Consumer Finance Co, the retail subsidiary of Chailease Holding Co., launched the “0 card” app, enabling consumers to pay for products and services in installments.

However, in a strategic move towards expanding its consumer finance services across the ASEAN market, Chailease Holding Co. underwent a significant rebranding in 2022. What was once known as the “0 card” app has now been reintroduced as “zingala銀角零卡.”

The name “zingala” is pronounced similarly to “零錢” in Taiwanese, this rebrand emphasizes the notion that consumers can steadily achieve their dreams through monthly savings.

According to Albert Chen, Chairman of Chailease Holding, he stated that “consumer behavior and the global economic landscape have changed during pandemic, and so did we.”

“To expand our consumer finance services, we’ve extended Taiwan’s successful digital transformation experience to our subsidiaries across ASEAN countries.” This concept aligns perfectly with the essence of zingala, making a huge step forward in our consumer finance strategy, Chen said.

Currently operating in seven ASEAN countries, including Vietnam, Philippines, Singapore, Indonesia, Malaysia, Cambodia, and Thailand, the company’s primary focus for zingala known as "Chailease Pay Later" expansion is Malaysia.

This decision, according to Chen, conducted extensive market research, “where we sees potential for growth in Malaysia’s consumer finance sector due to credit card usage is relatively low.”

To lead this expansion, Jerry Chang, formerly the Vice President of Chailease Consumer Finance Co in Taiwan, who has been appointed as the President of Chailease Berjaya Credit in Malaysia due to his extensive expertise in the consumer financial markets.

The rebranded zingala aims to offer customers not just flexible payment options for their purchases, but also support in achieving their desired lifestyles.

“Our next consumer finance expansion will first target Cambodia, followed by Thailand,” Chen said, highlighting the company’s commitment to carving a significant niche in the dynamic ASEAN consumer finance landscape.

Author-Angela