yuu Privacy Policy

Last updated: 2 February 2026

1. We care about your privacy

We care about protecting and respecting your privacy.  In order to serve you better and provide you with the best customer experience, we need to collect some personal data about you.  This Privacy Policy will help you understand how we collect and use your personal data, who we share your personal data with, and how you can control the way your personal data is collected and used by us.

If you register to join as a member of our yuu Rewards Club ("Membership"), participate as a member of the yuu Rewards Club (“Member”), access or use our website (www.yuurewards.com) (which we will refer to as “Site” in this Privacy Policy), or you access or use (i) our mobile application; or (ii) yuu via the WeChat mini program or other platform (collectively, the "App"), or use the online shopping service on our App (“E-Comm Service”), then this Privacy Policy is deemed to be agreed by you and will apply to you. If you do not agree with this Privacy Policy, please do not apply for a Membership, or cancel your Membership and stop using our Site, App or the E-Comm Service.  

2. Who are we?

yuu Rewards Club is a lifestyle rewards programme ("yuu") that enables members to earn and redeem yuu points ("Points") in return for products, discounts, services, or vouchers or other benefits (“Rewards”) from participating businesses (“Partners”) and by members of the DFI Retail Group (as defined below). yuu is owned and operated by DFI Development (HK) Limited (“DFI”, "we", "us", “our”), the data user, and an affiliate of DFI Retail Group Holdings Limited ("DFIHL"), the publicly-listed parent company for the DFI Retail Group of companies (“DFI Retail Group”).  Personal data we collect about you will be used in line with this Privacy Policy.  

3. How do we collect data?

Your personal data will either be provided by you, or will be collected by us, DFI Retail Group or our Partners, or captured automatically. For example, we collect your personal data when you complete your Membership application, participate as a Member (including when you transact with a Partner or any DFI Retail Group member and accumulate Points on your Membership account ("Account")), when you redeem a Reward, when you browse our Site or App, when you login to your Account on, or otherwise link your Account to, any DFI Retail Group members’ or Partners’ website or mobile application, and when you communicate with us.

4. Are you over 18?

Membership with yuu and use of our App and E-Comm Service are only intended for people over the age of 18. However, if you are under the age of 18, you may only apply for a Membership, participate as a Member and/or use the App (including the E-Comm Service) if this has been authorised by your parent or legal guardian and you have obtained their consent on the basis of this Privacy Policy.

5. What information do we collect about you?

It may be necessary for you to provide us with certain personal data in order for you to participate as a Member and/or to receive the benefits of yuu, our Site, App or E-Comm Service. We will let you know when such data is essential for joining or participating as a Member or for using the E-Comm Service. All other personal data is up to you to provide or not, as you prefer. For the avoidance of doubt, personal data means information that can directly or indirectly identify an individual. The information includes but is not limited to, name, address, telephone number, IP address, shopping habits and lifestyle information.  

(a) Your Membership

If you are a Member, some of the personal data we may collect about you includes:

• your full name, month and year of birth, gender, marital status, email address, telephone number, postal and delivery address, username, password, your Octopus card number and your Hang Sang enJoy Card Member reference number;

• your Membership number ("yuu ID"), Points balance, Account status and activities relating to your Account;

• your transaction history or payment details when you purchase anything from  any DFI Retail Group members or our Partners through the E-Comm Service and you use your Membership to accumulate Points (including the product or service purchased, the date of purchase, where you made your purchase, the first six digits of the credit card number and billing information);

• information about the Rewards you redeem;

• your shopping habits/preferences, including brand preferences and the types of products and services you have purchased or may be interested in as well as your interests, hobbies and opinions;

• the name and yuu ID of any other Member that you link to your Membership; and

• such other information that you voluntarily decide to provide to us including but not limited to your occupation, income and household details.

(b) When you visit our Site or App, including using our E-Comm Service

We may use online tracking technologies including but not limited to cookies, pixel tags, web beacons and other similar technologies to automatically collect information about:

• your visits to our Site or App, such as your browsing history, how long you stay on our Site or App, and how often you visit;

• your location information as provided by your mobile or other device when you interact with our Site or App, including your IP address and general geographic location; and the device that you use to browse our Site or App (e.g. your device ID, operating system, type of device, browser type and version, mobile application crashes and other system activity, and third party sites you were using before interacting with our services).

You have the right to disable any of these online tracking technologies. To learn more about how we use the above data, please see section 14 below on Online tracking technology.

(c) Other information

We also collect your personal data whenever you engage in any communications or interactions with us (e.g. through calls, emails or messages to our customer support, or posts that refer to us on social media) or with our DFI Retail Group members or Partners in relation to your Membership, when you complete any voluntary surveys and questionnaires we may send you from time to time (e.g. your demographic information and feedback) or participate in any seasonal events, lucky draws and contests conducted by us or on our behalf.

6. What are the purposes for which we collect, use or disclose your information?

We will only collect, use and/or disclose your personal data for the purposes set out below.

(a) Account administration

To help administer, operate and maintain your Account, including:

• creating and updating your Account;

• verifying your identity;

• creating a single profile about you, including combining your information with any other personal data already held by us, any members of the DFI Retail Group or any of our Partners;

• processing Points issuance and Reward redemptions;

• completing transactions, including processing or facilitating payments;

• sending you updates about new features and benefits relating to yuu;

• seeking your views and feedback via voluntary surveys and questionnaires so we can better understand you, improve yuu and/or our services; and

• enabling features that allow you to personalise your Account on our Site or App, such as bookmarking your favourite members of the DFI Retail Group and/or Partners.

(b) Provision of E-Comm Service

To administer, process and manage any purchases or orders for any products or services made by you through our E-Comm Service, including any delivery, arrangement for collection, refunds, returns or exchanges.

(c) Customer support

To assist you when you contact us, such as responding to and investigating any of your questions or concerns, and monitoring and improving our customer support services.

(d) Marketing    

For marketing and promotion purposes, including:

• analysing your activities, preferences and market trends to generate insights, which may be used to tailor the advertisements, marketing, offers and promotional materials (“Marketing Materials”) presented to you on our Site, App, any DFI Retail Group’s websites and apps and third-party social media platforms, or sent via post or by any other communication means. This may involve combining the information we have collected about you with data from our other customers to enhance these insights and identify market trends;  

providing you with Marketing Materials, as explained in more detail in section 9 below on Direct Marketing; and

• carrying out seasonal events, lucky draws and contests or other promotional activities which you have entered into, including determining the winner (including disclosing the winners) and awarding any prizes.  

(e) Personalisation

To create personalised Marketing Materials tailored to your interests and preferences, and/or to provide you with the best possible personalised customer experience in relation to our Site, App and your Membership. This may involve using data analytics tools to determine whether our or any of our Partners’ and/or DFI Retail Group members' Marketing Materials are effective, as well as to determine whether you may be interested in new products or services, and/or to customise the content and types of offers, products, services and Rewards that we present to you.  

(f) Optimisation and improvement

To understand and improve yuu including yuu operations, our Site, App and E-Comm Service, as well as to enable us, our Partners and our DFI Retail Group members to enhance or improve services or products, develop new features and benefits, and amend business, marketing and strategic operations and plans and to provide a better customer experience to you. This may involve using analytics tools, research, surveys and feedback forms, or aggregating or combining your personal data with data of others.  

(g) Legal and administration purposes

To comply with our legal and regulatory obligations and for legal and administrative purposes such as to verify and process payments, screening against fraud and other criminal or unlawful activities, accounting, billing and audit purposes, developing, maintaining and testing our systems, to investigate or handle any incidents, claims or disputes, or as otherwise required by law or requested by any law enforcement or regulatory authorities, courts or other governmental agencies. We may also use your personal data to understand, exercise, enforce or protect our legal rights and those of others, including in relation to any legal proceedings concerning you.

7. Who do we share your information with?

To protect your privacy, we will endeavour to only share with third parties data which has either been aggregated and anonymised or which otherwise does not contain your name or contact details. However, there may be limited circumstances where we will share data (which may include your personal data) with third parties who may or may not be located overseas, as detailed in this section. By applying for a Membership, participating as a Member, using our Site, App, or the E-Comm Service, you agree to allow us to share your personal data with third parties and to the cross-border transfer of your personal data in accordance with this section. Regardless of where we store or process your personal data, we are committed to protecting it and will take reasonable steps to safeguard it in accordance with this Privacy Policy and all applicable laws.

(a) DFI Retail Group

Your personal data may be transferred to any and all DFI Retail Group members for any of the purposes we have set out in Section 6. With your consent, we may provide your personal data to our DFI Retail Group members in order for them to send you Direct Marketing Communications (as defined below). Please refer to section 9 (Direct Marketing) for more details.  DFI Retail Group members may also combine your personal data that we transfer to them with the personal data they hold about you and may use your personal data for the purposes as set out in section 6 (whether as part of yuu or not).

(b) Partners

If you are a Member, your personal data may be shared with our Partners to offer you goods and services and to facilitate the processing of Points issuance, Points redemption and related transactions, as well as for the customer support, personalisation, optimisation and improvement and legal and administrative purposes as set out in section 6 above. With your consent, we may provide your personal data to our Partners in order for them to send you Direct Marketing Communications (as defined below). Please refer to section 9 (Direct Marketing) for more details.  

Your personal data may also be shared with our Partners to undertake data analytics of common customers who may have shown an interest in receiving Marketing Materials offered by us or our Partners.

(c) Service providers

Your personal data may be shared with our or any DFI Retail Group members' service providers (including agents and contractors) who process personal data on our behalf to carry out any of the purposes set out in this Privacy Policy, including to help administer and operate yuu, our Site, our App or the E-Comm Service, to provide payment services, credit or fraud checks, research and marketing, telecommunications, professional or other services, to conduct data analytics, aggregate and anonymise the personal data, or send Direct Marketing Communications (as defined below).  

These service providers may include IT vendors, back-office and front-end or ancillary service providers, call centre operators, marketing agencies, AdTech services providers, social media platform operators, data management and analytics service providers, and customer support services. Our service providers may contact you on our behalf or on behalf of our DFI Retail Group members, for any of the purposes set out above.

We only use trustworthy service providers, who are under an obligation to protect and maintain the confidentiality of your personal data and to only use your personal data in accordance with the purposes outlined in this Privacy Policy.

(d) Professional advisors and assignees

When necessary, we may share your personal data with our professional advisors, including lawyers, accountants, financial advisors and insurers. Your personal data may also be shared with third parties in connection with any merger, acquisition, consolidation, restructuring, sale of assets, financing or any other similar scenarios involving the transfer of some or all of our business assets (including yuu).

(e) Government and regulatory authorities

This Privacy Policy is governed by the laws of the Hong Kong Special Administrative Region of the People's Republic of China ("Hong Kong"). We strive to handle your personal data in accordance with any data privacy laws that apply to us. Your personal data may be shared with regulatory authorities, courts and other governmental agencies to comply with any legal or regulatory requirements, orders or requests. Any dispute concerning the terms and conditions of this Privacy Policy, shall be subject to the exclusive jurisdiction of the courts of Hong Kong.

8. Aggregated and anonymised data

Aggregated or anonymised data that does not include any personal data (such as marketing insights) may be used by us and/or shared to our Partners, our DFI Retail Group members or other third parties (such as our suppliers or advertising service providers) for various purposes, including but not limited to enabling them to better understand customer needs or to improve and adapt their operations, products and services, or for the purposes of personalising your experience with us, industry benchmarking, machine learning, behaviour segmentation, targeted marketing and research or analytics.

9. Direct Marketing

9.1. With your consent, we may use your personal data to send you Marketing Materials via email, App push notifications, SMS, post, messaging application, or other means (“Direct Marketing”) in connection with:

a) the latest news, events, updates, offers and promotions in relation to yuu;  

b) the latest news, events, updates, contests, promotions, offers, products, services and Rewards offered by our Partners or DFI Retail Group members, which relate to retail, clothing, accessories, cosmetics, beauty, healthcare and wellness, personal care, toiletries and medical, baby care, maternity care, insurance, financial, music, sports, lucky draws and contests, food, beverages, dining, travel, transportation, banking, electronics, home, household, textiles, telecommunications, groceries, office and business supplies, technology, outdoor furniture and accessories, furniture, lighting, décor, home accessories, media, e-commerce platforms and facilitators, and publications; and/or

c) any seasonal events, lucky draws and contests or other promotional activities.

(collectively “Direct Marketing Communications”).

9.2. With your consent and for the purposes set out in section 9.1, we may also provide your personal data to the following third parties in order for them to send you Direct Marketing Communications:

a) our DFI Retail Group members, including the brands, platforms or businesses operated by The Dairy Farm Company, Limited within the divisions of health and beauty, convenience, food, home furnishings, restaurants and other retailers, such as Wellcome, Market Place, Mannings, 7-Eleven, IKEA, 3hreeSixty, Oliver's The Delicatessen; and

b) our Partners, for gain.

You can choose at any time to withdraw your consent to use and/or disclosure of your personal data for Direct Marketing purposes by informing us of this choice or setting your communication preferences within the App, Site and/or your mobile device. Please see section 13 (Your rights) below.

10. Can DFI Retail Group members or our Partners send you Marketing Materials?

As explained in section 9.1, we may send Direct Marketing Communications to you on behalf of our Partners or DFI Retail Group members, subject to your consent. As explained in section 9.2, our DFI Retail Group members and Partners may also send you Direct Marketing Communications based on the consent you provided to us pursuant to this Privacy Policy.  

Please be aware that our Partners or DFI Retail Group members may themselves directly collect personal data from you if you provide it to them when you purchase any goods or services from them, or if you register with them as a customer. The handling of your data collected by our Partners or DFI Retail Group members will be governed by the separate privacy policy of the relevant Partners or DFI Retail Group members (and not this Privacy Policy), and we are not involved in or responsible for the collection and handling of such data.  

Consequently, if you agree to receive any direct marketing communications directly from our Partners or DFI Retail Group members, they may send you Marketing Materials of their own products and services based on that separate consent. Please carefully read their privacy policies.

However, if you withdraw your consent for direct marketing with our DFI Retail Group members or Partners through their designated response channels, they will not send you Direct Marketing Communications based on the consent you provided to us pursuant to this Privacy Policy.

11. How do we keep your information secure?

We take the confidentiality and security of your information seriously. We take all reasonable steps, including the implementation of technical and physical security measures, to ensure that all your personal data held by us is kept securely and safe from any loss or unauthorised access, disclosure, use and modification. All transactions under the terms and conditions of this Privacy Policy are based on the encryption of data exchanged between you and us on our secure Site and App.  

12. How long do we keep your data for?

We will keep your personal data only for so long as is necessary to fulfil the purposes outlined herein, unless the law requires us to keep it for a longer period. Once we no longer need your personal data for the purposes outlined herein, we will either irreversibly anonymise or securely delete it on our servers.

13. Your rights

(a) Access and correction

You have the right to access and correct your personal data held by us, at any time, by sending an email to our Data Protection Officer at [email protected].

In order to ensure that your personal data is kept as accurate as possible, please notify us at the email address above of any changes to your personal data.

(b) Opt-in or Opt-out of Direct Marketing

At any time, you can opt-in or opt-out of Direct Marketing Communications, or you can customise how you would like to receive Direct Marketing Communications from us. You can exercise your rights to do this by:

• changing your settings on your online Membership user account on the App or the Site, with respect to App push notifications, email, SMS, messaging application and/or post;  

• changing your settings on your online Membership user account on the App or the Site, with respect to the classes of persons to whom we may provide your personal data for use in Direct Marketing;  

• changing your settings on your mobile device;  

• following the unsubscribe instructions in the Direct Marketing Communications we send to you; or

• otherwise sending an email to our Data Protection Officer at [email protected] to inform us to stop sending you Direct Marketing Communications.

We will stop sending you Direct Marketing Communications in accordance with your request. However, we may still send you non-promotional communications such as information concerning the administration or servicing of your Account and Membership, and may use non-personally identifiable information collected via cookies and other tracking technology to display marketing information via online advertising banners on websites and apps visited by you, including the Site and the App.  In addition, while you use the App or Site we will continue to display Marketing Materials within the App and Site – if you do not want to view any such Marketing Materials within the App and Site, then you should immediately cease using the App and Site and inform us to delete your Membership and Account.

We are not involved in or responsible for any Marketing Materials sent directly by our Partners or DFI Retail Group members that are unrelated to yuu. If you would like to stop receiving any Marketing Materials from our Partners or DFI Retail Group members, please contact them directly in order to unsubscribe from their mailing lists.  

14. Online tracking technology

Cookies are small text files that are stored on your browser or device by websites, applications, online media and advertisements when you visit a website or mobile application.

We use cookies and other similar identification technologies such as web beacons, ETags and pixel tags on our Site, App, emails and online advertisements for various purposes, including verifying users; remembering user preferences and settings to enhance your experience when you return to our Site or App; delivering relevant content and advertisements based on your preferences, location and usage patterns; monitoring, evaluating and optimising the operation of our Site and App; tracking and measuring the effectiveness of our advertising campaigns; and analysing traffic on our Site, our App and the websites of our Partners or DFI Retail Group members.  

You can exercise your right to choose whether or not to accept cookies by adjusting your browser settings to modify your cookie preferences. Most browsers are set to accept cookies by default, but you are free to remove or block all browser cookies. However, if you turn off your cookies, some of our services may not function properly and you will not be able to receive the most efficient and personalised experience.

15. Links to other sites

Our Site and App may contain links to other third party websites or applications, including those of our Partners and our DFI Retail Group members (“Third Party Sites”). We do not own or control those Third Party Sites, and are not responsible for the privacy practices of those Third Party Sites. We encourage you to remain alert if you follow any links to leave our Site or App, and to review the privacy policies of those Third Party Sites so that you are aware of how your personal data may be collected and used by such third parties.

16. Information you provide about others

Please ensure that you are legally authorized to share with us any information that contains personal data of another person. Consent from another person shall be obtained before you share his/her personal data with us.  

17. How do we manage updates to this policy?

From time to time, we may update this Privacy Policy to reflect new technologies, services, regulatory requirements or any other changes that may be necessary. We will notify you of any updates in accordance with your preference settings and, where required by law, obtain your consent. We will inform you by emailing you at the email address you provided us, and/or by posting a notice of these changes on our Site and App.  Following such update, if you continue to access or use the Site or App, use the E-Comm Service or register as a Member or do not cancel your Membership, then the updated Privacy Policy is deemed to be agreed by you and will apply to you. If you do not agree with the updated Privacy Policy, please stop using our Site and App.

18. How to contact us

If you have any questions or comments concerning this Privacy Policy, you can contact our Data Protection Officer at [email protected].  

This Privacy Policy was written in English and may be translated into other languages. In the event of any discrepancy or inconsistency between the English version of this Privacy Policy and any other translation, the English version shall prevail.