AIA Group Limited

HONG KONG, Feb. 9, 2026 /PRNewswire/ -- AIA Group Limited ("AIA" or the "Group") today releases new research revealing that deeply entrenched physical, mental and financial health stereotypes shape attitudes and behaviours around wellbeing across Asia. The study⁽¹⁾ was conducted across Mainland China, Hong Kong SAR⁽²⁾, Singapore, Thailand and Malaysia, analysing more than 100 million social media posts and online content, alongside a survey of 2,100 respondents.

The research set out to understand how stereotypes around wellbeing are formed, reinforced and normalised in everyday life. It reveals that rigid expectations around fitness, mental health, wealth and family responsibility continue to exert powerful pressure on individuals and shape how people see themselves, how they relate to others and how they engage with their health journeys.

Key findings include:

• 69% of respondents agree that fitness requires discipline with no compromise.
• 59% believe that improving health requires a complete transformation.
• 57% feel that to be respected, a person must control their emotions and avoid showing vulnerability.
• 63% feel negatively about financial health stereotypes, while 41% associate personal worth with financial success – particularly for men.
• Only people with good wellbeing tend to find these stereotypes motivating, while those with poorer wellbeing experience them as pressure that reinforces self‑doubt and delays action.

Stuart A. Spencer, AIA Group Chief Marketing Officer, said, "The data is unequivocal. Asia's health challenge is no longer just medical, it is also behavioural and cultural. As lifestyle-related diseases continue to rise across the region, deeply rooted stereotypes around fitness, financial success and mental health are quietly undermining prevention, delaying support and driving poorer health outcomes.

"By uncovering these insights, our aim is to empower people to question limiting beliefs, challenge how health is portrayed and make more informed choices for their overall health and wellbeing. We believe that helping people live Healthier, Longer, Better Lives requires changing the narratives that shape everyday behaviours in the first place."

AIA unveils next phase of Rethink Healthy to help change behaviour 

Building on these insights, AIA has launched the next phase of Rethink Healthy, anchored by three new films that bring these hidden pressures to life:

• Perfect Son – explores mental health challenges created by expectations around achievement, strength and family duty.
• Mother & Daughter – highlights how narrow definitions of 'healthy' and body image ideals can be unintentionally passed from parent to child.
• Lone Wolf – challenges the belief that only intense exercise counts, showing how joy and movement can be reframed at every life stage.

To deepen the impact of the campaign, AIA brought together creators and brand ambassadors from across the region for a summit on responsible health storytelling. They examined how stereotypes shape content and co-created ways to encourage more inclusive and authentic wellbeing conversations online.

Together, these initiatives reinforce AIA's long-term commitment to helping people across Asia live Healthier, Longer, Better Lives, and support its ambition to inspire and engage one billion people by 2030.

Rethink Healthy research report and methodology

About AIA

AIA Group Limited and its subsidiaries (collectively "AIA" or the "Group") comprise the largest independent publicly listed pan-Asian life insurance group. It has a presence in 18 markets – wholly-owned branches and subsidiaries in Mainland China, Hong Kong SAR, Thailand, Singapore, Malaysia, Australia, Cambodia, Indonesia, Myanmar, New Zealand, the Philippines, South Korea, Sri Lanka, Taiwan (China), Vietnam, Brunei and Macau SAR⁽³⁾, and a 49 per cent joint venture in India. In addition, AIA has a 24.99 per cent shareholding in China Post Life Insurance Co., Ltd.

The business that is now AIA was first established in Shanghai more than a century ago in 1919. It is a market leader in Asia (ex-Japan) based on life insurance premiums and holds leading positions across the majority of its markets. It had total assets of US$328 billion as of 30 June 2025.

AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also provides employee benefits, credit life and pension services to corporate clients. Through an extensive network of agents, partners and employees across Asia, AIA serves the holders of more than 43 million individual policies and over 16 million participating members of group insurance schemes.

AIA Group Limited is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock codes "1299" for HKD counter and "81299" for RMB counter with American Depositary Receipts (Level 1) traded on the over-the-counter market under the ticker symbol "AAGIY".

About AIA One Billion 

In 2022, AIA launched the AIA One Billion initiative to engage a billion people to live Healthier, Longer, Better Lives by 2030. The ambition underscores AIA's commitment to engage, educate and inspire communities across Asia to improve physical, mental and environmental wellness while championing financial inclusion. To date, the initiative has reached over half a billion people through initiatives such as Rethink Healthy, AIA Healthiest Schools, AIA Voices and AIA's partnership with Tottenham Hotspur Football Club.

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SOURCE AIA

• Extension will mark nearly two decades of collaboration, making it one of the longest Premier League club sponsorships in history.
• AIA to become Global Training Partner of Tottenham Hotspur Football Club from July 2027.

HONG KONG, Nov. 4, 2025 /PRNewswire/ -- AIA Group Limited ("AIA" or the "Group") today announces that it will extend its successful association with Tottenham Hotspur Football Club ("Spurs" or "the Club"), becoming the Club's Global Training Partner from July 2027 through to June 2032. AIA remains the Club's Global Principal Partner and front-of-shirt sponsor until the end of the 2026/2027 season.

From July 2027, AIA will transition to Global Training Partner and its brand will be featured on the training wear for all Spurs teams and coaches' apparel. AIA's brand will also continue to appear on LED signage at the Tottenham Hotspur Stadium, and its campaigns will include both men's and women's Spurs squads. The Global Training Partnership further strengthens AIA and the Club's shared commitment to promoting healthy living. 

Since the outset of the partnership in 2013, AIA and the Club have achieved major milestones together both on and off the pitch. During this time, the Club has experienced exceptional growth globally, opening its state-of-the-art stadium while continuing to strive for sporting success, including lifting the UEFA Europa League trophy earlier this year. In this same period, in which the AIA brand has adorned the front of Tottenham Hotspur shirts seen by billions worldwide, AIA has strengthened its position as a leading insurance brand across its markets.

To date, over 175,000 young people across Asia have participated in the highly popular AIA football clinics run by Spurs coaches. Through this extended partnership, AIA and Spurs will continue their far-reaching public engagement around training, health, and wellbeing in Asia. In 2022, AIA launched its AIA One Billion (AOB) initiative, with the ambition to engage a billion people to live Healthier, Longer, Better Lives by 2030. To date, the campaign has reached over half a billion people, and the continued collaboration with Spurs will play a key role in achieving the AOB ambition.

Stuart A. Spencer, AIA Group Chief Marketing Officer, said, "AIA is delighted to extend our strong partnership with Tottenham Hotspur Football Club through to 2032. The evolution of our partnership reflects our shared belief in the power of sport to inspire healthier living and personal development. Asia is the region with the Premier League's largest fanbase and as we enter the next chapter of our collaboration, we're excited to build on our achievements and introduce new initiatives that empower people across Asia to live Healthier, Longer, Better Lives.

"AIA's own commitment to best-in-class training initiatives reflects the same principles championed by the Club – teamwork, personal growth, and excellence. AIA has continued to set new records with 11 consecutive global Million Dollar Round Table number one rankings, demonstrating how training underpins the success of our professional agency and helps to cultivate the industry's best talent."

Ryan Norys, Chief Revenue Officer, Tottenham Hotspur, said, "During our long-term partnership to date, Tottenham Hotspur and AIA have made history together. Both brands have experienced significant growth as we have shared unforgettable moments on and off the pitch, including some of the most important events in our Club's history.

"Importantly, the partnership has been able to make a tangible, positive difference in the lives of thousands of young people across Asia – bringing our unique brand of football coaching to a region that has such a huge passion for the game – with the clear message of empowering people to live Healthier, Longer, Better Lives.

"We are incredibly excited for the next chapter of a special partnership that will see our two globally recognised brands remain synonymous with each other for many years to come."

- End -

About AIA 

AIA Group Limited and its subsidiaries (collectively "AIA" or the "Group") comprise the largest independent publicly listed pan-Asian life insurance group. It has a presence in 18 markets – wholly-owned branches and subsidiaries in Mainland China, Hong Kong SAR⁽¹⁾, Thailand, Singapore, Malaysia, Australia, Cambodia, Indonesia, Myanmar, New Zealand, the Philippines, South Korea, Sri Lanka, Taiwan (China), Vietnam, Brunei and Macau SAR⁽²⁾, and a 49 per cent joint venture in India. In addition, AIA has a 24.99 per cent shareholding in China Post Life Insurance Co., Ltd.

The business that is now AIA was first established in Shanghai more than a century ago in 1919. It is a market leader in Asia (ex-Japan) based on life insurance premiums and holds leading positions across the majority of its markets. It had total assets of US$328 billion as of 30 June 2025.

AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also provides employee benefits, credit life and pension services to corporate clients. Through an extensive network of agents, partners and employees across Asia, AIA serves the holders of more than 43 million individual policies and over 16 million participating members of group insurance schemes.

AIA Group Limited is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock codes "1299" for HKD counter and "81299" for RMB counter with American Depositary Receipts (Level 1) traded on the over-the-counter market under the ticker symbol "AAGIY".

Notes:

(1)   Hong Kong SAR refers to the Hong Kong Special Administrative Region.

(2)   Macau SAR refers to the Macau Special Administrative Region.

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SOURCE AIA Group Limited