- Two-time Grammy winner Laufey is starring in Visa's new Asia Pacific campaign titled "Be the Traveler You Want to Be," targeting Gen Z travelers.
- Visa is the official payment partner for Laufey's A Matter of Time Tour across Asia Pacific, running from May 12 (Hong Kong) to August 12 (Auckland).
- Laufey will star in bespoke campaign films on Visa's brand channels, spotlighting her personal travel memories and favorite destinations across Asia Pacific and beyond.
- Visa Infinite cardholders get earliest ticket presale access to Laufey's tour dates across selected APAC markets.
Visa has partnered with two-time Grammy-winning artist Laufey for a new Asia Pacific campaign aimed at celebrating the joy of travel, particularly among Gen Z audiences.
Laufey will star in bespoke films for Visa’s brand channels, highlighting her love of travel through personal memories and favorite destinations across Asia Pacific and beyond.
The campaign, titled “Be the Traveler You Want to Be,” also sees Visa serve as official payment partner for Laufey’s A Matter of Time Tour, running across Asia Pacific from May 12 in Hong Kong to August 12 in Auckland. Visa cardholders will receive exclusive early access to tour tickets through Visa Presale on selected ticketing platforms.
Laufey, who recently took home Best Traditional Pop Vocal Album at the 68th Grammy Awards, said she feels deeply connected to Asia and that the partnership brings her closer to a region that has inspired her greatly.
This isn’t Laufey’s first brush with high-profile brand deals. She recently signed on as Chagee’s first North American brand ambassador and fronted Lexus’s Miles Davis campaign, signaling her growing pull with lifestyle and cultural brands.
Visa’s partnership history with music and cultural figures is well-established. The brand previously ran its “Road to Ruby” travel campaign with K-pop artist Jennie. More recently, Visa debuted its Milano Cortina 2026 Winter Olympics campaign fronted by athletes Mikaela Shiffrin and Oksana Masters.
Takeaways
This is a smart alignment of brand, artist, and audience. Visa isn’t just buying celebrity face time here, it’s weaving itself into a live touring experience that puts it directly in front of a passionate, young, cross-border-traveling fanbase.
For Laufey, landing a global payments giant while headlining a 16-city APAC tour confirms she’s no longer just a rising star, she’s a bankable cultural force.
The campaign’s focus on travel memories and personal storytelling also plays to her artistic identity, making it feel far less transactional than most celebrity brand deals.
Visa is clearly doubling down on APAC as a priority market, and choosing an artist with genuine Chinese and Asian heritage to anchor that push is calculated and culturally resonant.
Could this Visa partnership be a stepping stone to Laufey becoming a long-term global brand ambassador beyond APAC? Is Visa’s strategy of pairing payment services with live touring experiences the new playbook for fintech marketing to Gen Z?
