Visa Extends Partnership with MAMA AWARDS Until 2029 to Support Cultural Experiences

Visa and MAMA AWARDS: A Partnership for Cultural Unity

Visa, a global leader in electronic payments, has recently announced the extension of its sponsorship of the MAMA AWARDS until 2029. The MAMA AWARDS, a major event in the K-pop calendar, will see its return in 2025 in Hong Kong, with Visa playing a pivotal role as the title sponsor. This collaboration aims to generate positive economic effects through large-scale events while supporting seamless cultural experiences for fans.

The Economic Impact of MAMA AWARDS

According to Visa's data, nearly 90% of overseas cardholders who purchased tickets during the pre-sale period for the 2025 MAMA AWARDS had never visited Hong Kong in the past year. The event stands to stimulate tourism, attracting first-time visitors as well as those returning to Hong Kong. Visa's ongoing partnership reflects its commitment to fostering commercial activities centered around culture, facilitating international exchange, and uniting fans from Asia and beyond.

The essence of this long-term partnership lies in the global reach and cultural impact of the MAMA AWARDS. This prestigious event recognizes the power of music and art in connecting people across borders. Since its inception, it has been held in various locations worldwide, including Macau, Singapore, Hong Kong, Vietnam, Japan, and the United States.

New Brand Ambassadors and Dynamic Engagement

In a significant announcement coinciding with the partnership renewal, Visa has chosen the K-pop girl group izna as its brand ambassador. Harnessing the expansive fan base of izna, Visa intends to amplify its presence in the global community, spotlighting both the MAMA AWARDS and the vibrant personalities of izna.

Stephen Karpin, president of Visa Asia Pacific, expressed excitement about the continuation of the sponsorship. He stated that extending the partnership reflects a shared commitment between Visa and CJ ENM to create a more vibrant and interconnected Asia Pacific region. Through this collaboration, Visa aims to enhance tourism in regional cities, stimulate local businesses, and deliver a secure payment experience for fans at every turn, from flight bookings and ticket purchases to dining and transportation.

Strengthening Global Ties Through Music

CJ ENM CEO Yoon Sang-hyun emphasized that this partnership with Visa is a reinforcement of the global status and credibility of the MAMA AWARDS built over many years. Collaborating with an esteemed global brand like Visa will elevate CJ ENM's position on the world stage, allowing them to expand their fan base further and support the K-pop industry. The renewal of this partnership embodies the shared vision and commitments of both companies as they work together to build a promising future.

Daniel Jin, senior vice president and CMO at Visa Asia Pacific, added that the extension of the partnership will enhance experiences for K-pop fans around the world. The MAMA AWARDS is not merely an event; it's a cultural beacon in the Asia Pacific and worldwide. Visa sees this as an opportunity to connect with new generations of consumers, particularly Gen Z and millennials, who are eager to express their identities as fans. The company is eager to continue facilitating safe transactions for events like the MAMA AWARDS, helping to transform the passion of fans into unforgettable experiences.

Supporting Global Culture and Community

Visa's support for international events spans various fields, including sports, music, fashion, and entertainment. Since 2007, Visa has served as the official payment technology partner of the FIFA World Cup™, fostering cultural exchanges and promoting cross-border transactions through partnerships with the Olympics, the Paralympics, and events like Shanghai Fashion Week. Visa aims to create an environment where fans of all ages can participate smoothly, ensuring a seamless and secure transaction experience.

In conclusion, Visa's extended partnership with MAMA AWARDS not only strengthens its commitment to supporting K-pop and cultural events but also underscores the company's role in enhancing tourism and economic vitality across Asia. The future looks bright as Visa and MAMA AWARDS continue to work together to bring fans closer to their favorite artists and cultural experiences around the globe.