K11, a subsidiary of New World Development Company Limited ("New World Development" or the "Group", Hong Kong stock code: 00017), today announced a comprehensive upgrade to its KLUB 11 loyalty programme, effective 1 September 2026. Amid continued growth in Hong Kong's retail market, rising visitor arrivals and sustained increases in KLUB 11 member spending, K11 is introducing a new Platinum Card tier alongside enhanced membership privileges, including more than 100 year-round exclusive merchant offers. The upgraded programme is designed to deepen customer engagement, enhance its membership tiering and dedicated service system, and deliver a more in-depth, personalised and premium cultural-retail experience.