HSBC FIRST is a campaign designed to support international students through their many challenging “firsts” abroad—first lease, class, job, or bill. Understanding that these moments can feel overwhelming, HSBC provides not only financial services but also emotional and practical guidance. The initiative includes a dedicated app platform with curated content, targeted touchpoints at key locations, and a vibrant social media presence. Most importantly, it fosters a global student community where peers and professionals connect. By empowering students to navigate new experiences confidently, HSBC positions itself as more than a bank—it becomes a trusted partner from the very first step.