L.POINT is a consolidated loyalty program, which integrates a variety of brand partners including 45 affiliates and more than 15,000 merchant accounts – shopping, culture, dining, entertainment, financial services and so on – and provides the same type of rewards. The loyalty rewards are tied to the payment and can be used like cash. The brand identity of L.POINT represents a core value that it would make our members happy by providing beneficial and valuable experiences. First, the initial “L” in the word L.POINT symbolizes life and love. It portrays the image that we are interested in, understand and love people’s life.