K11 Introduces Platinum Tier in KLUB 11 Loyalty Program

New World Development’s K11 Group will upgrade its KLUB 11 membership scheme on 1 September, adding a new Platinum card tier positioned between Gold and Black cards. To qualify, members must spend at least HK$200,000 in K11 MUSEA or K11 Art Mall over the past 12 months. Reward rates are adjusted: Platinum members earn 2 points per HK$250 spent, Black members’ rate rises from 2 to 2.5 points per HK$250, while Gold and regular tiers remain at 1.5 and 1 point respectively. The spending thresholds for Gold (HK$10,000) and Black (now HK$500,000) are also revised, and all tiers except the free basic membership will have a 12‑month validity period.

K11 CEO Lin Haoche said the timing aligns with the ongoing upgrade of the K11 MUSEA brand space and the arrival of more luxury retailers. The group reports record visitor numbers at its malls and a 30 % year‑over‑year increase in Black‑card member spend, driven by high‑end fashion and jewelry purchases. The top 10 % of high‑spending members collectively exceeded HK$1 billion in spend last year, underscoring the programme’s focus on deepening ties with affluent customers.