HSBC Taiwan champions inclusive financial services with Hidden Disabilities Sunflower
HSBC Bank (Taiwan) Limited (“HSBC”) has collaborated with the British Chamber of Commerce in Taipei (BCCTaipei) to become the first enterprise in Taiwan to join the Hidden Disabilities Sunflower programmeme, reinforcing its support for customers with non-visible disabilities.
All 26 HSBC branches across Taiwan offer Sunflower wristbands to customers who may benefit from additional assistance, enabling them to access appropriate support without disclosing personal details. The initiative reflects HSBC’s commitment to creating a welcoming, accessible environment while helping raise public awareness and understanding of hidden disabilities.
Adam Chen, CEO and Head of Banking, HSBC Taiwan, said:
“HSBC has long been committed to a customer-centric approach. Across markets such as the UK, Hong Kong, the UAE and Singapore, HSBC has established strong collaborations with Hidden Disabilities Sunflower. We’re honoured to be the first company in Taiwan to join the programmeme, so that every customer visiting HSBC feels valued, welcomed and supported, with the concept of ‘Treat Customer Fairly (TCF)’ embedded in our day-to-day service.”
Giving back
Chen added that the initiative also aligns with the Financial Supervisory Commission’s newly launched ‘Giving Back to Society by Financial Institutions’ programmeme, and HSBC hopes to lead by example—encouraging others to help build a more inclusive and supportive financial environment.
Hidden disabilities—such as cognitive or emotional challenges, or chronic pain—can be difficult to identify and are often misunderstood. The Hidden Disabilities Sunflower provides a discreet way for individuals to indicate that they have a non-visible disability and may benefit from extra support, for example by wearing a Sunflower lanyard or accessory, without disclosing personal details.
Paul White, CEO of Hidden Disabilities Sunflower, said:
"We're delighted to welcome the announcement that HSBC is the first business in Taiwan to launch the Hidden Disabilities Sunflower, supporting both staff and customers with non-visible disabilities. The Sunflower helps foster a culture of disability inclusion by raising awareness of the barriers that people with non-visible disabilities can face in their everyday lives. This milestone demonstrates HSBC's commitment to creating a more inclusive and accessible banking experience, where individuals can feel understood, respected and supported. We’re proud to work with HSBC and look forward to the positive impact in Taiwan.”
In addition to offering Sunflower wristbands in branches for those who need them, all HSBC branch staff in Taiwan have completed specialised training and will wear Sunflower pins to signal a welcoming and supportive service culture. Staff will apply four core service principles—no assumptions, proactive enquiry, maintaining friendliness, and focused listening—to tailor assistance to individual needs and help ensure fair treatment in every customer interaction.
Stakeholder engagement
The announcement event, held yesterday at HSBC Taiwan’s Taipei Branch, brought together guests from industry, government and academia to mark the launch and advocate for greater awareness of hidden disabilities. Attendees included Wang Chung-pin, Deputy Secretary-General of the Taipei City Government; Joel Derbyshire, Director of Trade and Investment at the British Office Taipei; and Vicki Wu, CEO of BCCTaipei. The event also featured two leading medical experts on hidden disabilities, who shared the daily dilemmas and challenges faced by individuals with non-visible disabilities and called for a more diverse and inclusive environment.
Underscoring HSBC’s commitment to TCF and leadership accountability, HSBC Bank (Taiwan) Limited’s three independent directors also attended the announcement event and conducted a site visit to the branch on the same day. They reviewed the bank’s accessibility measures—including accessible ATMs and communications support such as sign language interpretation and real-time transcription services—and recognised colleagues’ efforts in fostering a customer-centric culture.