On September 25, 2026, SFC launched its first anti-scam investor education initiative at the Central branch of 2 Café, featuring its mascot 'Shui Yu' to help Hong Kong residents recognise investment scams through everyday settings. The month-long campaign (running until 31 October 2026) promotes a simple habit: checking the background and licence status of any person or firm before investing.
This article was generated using SAMS, an AI technology by Timothy Loh LLP.
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Overview of Initiative
On September 25, 2026, the Securities and Futures Commission (""SFC"") inaugurated its first anti-scam investor education initiative at the Cha Chaan Teng within the Central branch of 2 Café (84–86 Des Voeux Road Central), situating practical fraud-prevention messaging in a quintessentially Hong Kong social setting. The month-long campaign operates from 25 September to 31 October 2026.
Launch Ceremony and Attendance
The launch was presided over by Deputy Financial Secretary Mr Michael Wong, SFC Chairman Dr Kelvin Wong, and Chief Executive Officer Ms Julia Leung. In attendance were Under Secretary for Financial Services and the Treasury Mr Joseph Chan, Legislative Council members, SFC Board members, and industry representatives.
Objectives and Rationale
The initiative is designed to enable the public to identify prevalent investment scams and associated fraud risks, inculcating a preliminary due-diligence habit prior to any investment: verifying the counterparty's background and licence status through the SFC's Public Register of Licensed Persons and Registered Institutions and consulting the Alert List. Recognising that fraudulent schemes are increasingly perpetrated via digital channels while investor education is predominantly delivered online, the SFC elected a Cha Chaan Teng—long regarded as an informal gathering place where individuals from diverse backgrounds congregate—to render anti-scam messaging more accessible and to encourage public engagement with its online educational resources.
Campaign Messaging: The "Shui Yu" Character
The campaign features the SFC's designated anti-scam character, 'Shui Yu' (水魚), whose illustrated experiences depict common scam typologies—including fraudulent online relationships, purported investment experts, bogus investment chat groups, and phishing messages—alongside practical self-protection measures drawn from everyday scenarios.
Leadership Statements
SFC Chairman Dr Kelvin Wong observed that fraudsters frequently exploit inherent human vulnerabilities, including greed, fear, and the apprehension of missing out. He urged the public to pose three fundamental questions before committing capital: (i) who is the individual or entity behind the purported opportunity; (ii) what precisely constitutes the investment vehicle in question; and (iii) why such an opportunity has been extended to them specifically.
SFC Chief Executive Officer Ms Julia Leung emphasised that a brief consultation of the SFC's Public Register and Alert List may forestall losses ranging from hundreds of thousands to millions of dollars. She cautioned investors against online opportunities purporting high or guaranteed returns, advising that upon encountering any investment proposition one should remain composed, independently verify all material facts, and decline engagement with suspicious schemes.
Pause, Verify, Avoid
The campaign distils its core guidance into a three-step framework: (i) *Pause*—cease and assess before effecting any transfer of funds, particularly where the counterparty exerts temporal pressure to compel hasty action; exercise heightened caution towards purported investment experts who proffer guaranteed returns or exclusive access opportunities. (ii) *Verify*—consult the SFC's Public Register and Alert List as a matter of course and independently corroborate all investment information received via social media platforms, messaging applications, or online chat groups before acting upon it. (iii) *Avoid*—refrain from activating hyperlinks embedded in unsolicited or suspicious communications under no circumstances; do not disclose personal identification data, banking credentials, or account particulars through any such link.
Practical Resources and Ongoing Engagement
Investors are advised to leverage the tools, alerts, and educational materials available on the SFC's official website and to follow its designated social media channels for current anti-scam advisories. Given that investment scams assume varied forms and may present a veneer of legitimacy, reliance upon verified regulatory resources is essential.
Venue Arrangements and Public Engagement
The initiative is situated at 84–86 Des Voeux Road Central in proximity to Central Market; 2 Café has furnished the venue on a pro bono basis for the duration of the campaign. The SFC indicated its intention to pursue further collaborative arrangements with other organisations in future investor education programmes. The in-store experience comprises anti-scam display installations, dedicated channels for accessing supplementary information, and photographic features incorporating 'Shui Yu'. Visitors who follow the SFC's social media accounts are entitled to receive a Shui Yu-themed accessory bearing anti-scam messaging as an engagement incentive.
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