Visa’s Danielle Jin on the magic of Laufey and supporting the cultural industry

This is why music is one of the most powerful passion pillars for Visa to support in Asia Pacific. “At Visa, we want to show up beyond payments and be present in the moments and passions that matter most to consumers—particularly as both Gen Z and affluent consumers increasingly prioritise meaningful, real-world connections,” she says. In practice, this means supporting fans across the entire journey—from early access to tickets to seamless payments across travel and on-the-ground experiences—helping them move effortlessly from discovering what they love to experiencing it in real life.

Today, artist discovery often begins online through platforms like Spotify or TikTok. Yet, Jin observes a significant post-pandemic shift to real experiences. Visa’s Global Travel Intentions report, which surveys travel trends and preferences across Asia Pacific, found that consumers’ intent to travel for global concert tours is high, at 65.7 per cent in APAC and 56 per cent among Hong Kong travellers. “Live concerts have become premium, cherished experiences because they offer a sense of community that digital media cannot replicate,” she says. 

For example, how fans come up with innovative ways to cheer for their idols or make their own social media content during the shows. “It’s great to see how artists aren’t the only ‘creatives’ at a concert,” she says, adding that “in sports, music, gaming and lifestyle, fandom drives real behaviours—from ticketing, purchasing merchandise to elevated spending across dining, travel and community participation, and Visa’s role is to make those moments seamless, secure and rewarding.”

This belief has seen Visa establish a multi-year partnership with the world’s best-known K-pop awards, the MAMA AWARDS—first signed in 2024 and extended through 2029— while also supporting major tours for icons like Blackpink and BTS. By supporting global live music events and facilitating these fandoms, Visa aims to go beyond transactional services. “Our role isn’t just about supporting a concert tour but building long-term relevance with experience-focused audiences,” she says. These partnerships allow Visa to engage deeply with highly valuable, experience-driven audiences, while also unlocking new ways for fans to access and experience the artists they love.

And Visa’s commitment to the arts shows no signs of slowing down. It plans to continue bringing global names to the Asia-Pacific region while simultaneously supporting Asian cultural phenomena, such as K-pop, on the global stage. But it’s as important for Jin to bolster the local landscape. She says, “The music landscape is incredibly diverse, and our role is to unlock access, connecting fans, artists and partners in ways that drive real engagement and value, while empowering fans across the region to engage more deeply with the moments and artists they care about, and to be the fan they want to be.”