Visa renewed its title sponsorship of the MAMA AWARDS, a major K-pop ceremony. The multi-year deal extends through 2029. Visa finalized the agreement with South Korean entertainment company CJ ENM. The partnership focuses on cultural commerce and engaging consumers across the Asia-Pacific region.
Visa named K-pop group izna as a brand ambassador to connect with their global fanbase. The collaboration leverages K-pop’s global expansion to attract tourism. This strategy aims to drive cross-border transactions.
The 2025 MAMA AWARDS will take place in Hong Kong. Visa reported that nearly 90% of overseas cardholders who bought presale tickets had not visited the city in the past year. This data reinforces Visa's efforts to embed payment services within high-growth cultural experiences.