Visa enlists Laufey to champion the magic of travel

Visa is joining forces with two-time Grammy-winning artist, composer, and producer Laufey in a new Asia Pacific partnership designed to engage her devoted fanbase and young travellers across the region.

The Icelandic-Chinese singer, who recently won Best Traditional Pop Vocal Album at the 68th Grammy Awards, will star in Visa’s upcoming “Be the traveller you want to be” campaign—a celebration of the magic of travel, resonating strongly with Gen Z audiences.

As part of the collaboration, Visa will serve as the official payment partner for Laufey’s A Matter of Time Tour across Asia Pacific. The tour kicks off on 12 May in Hong Kong and concludes in Auckland on 12 August. In Hong Kong, Visa Infinite cardholders will enjoy earliest access to tickets via the Visa Presale on Cityline, followed by an exclusive presale for all BOC Visa Credit Cardholders from 9 to 10 March.

In the coming months, Laufey will feature in bespoke films on Visa’s brand channels, spotlighting her love for travel through cherished memories and favourite destinations across Asia Pacific and beyond. Fans of Laufey—known as Lauvers—can also look forward to exclusive content on Visa’s official platforms.

Don't miss: Visa extends ‘Everywhere You Want to Be’ platform with early Milano Cortina 2026 push

Laufey said, “I’m thrilled to be teaming up with Visa for the A Matter of Time Tour, and to showcase the joy of travel across Asia. My songs come straight from my heart and reflect who I am, what I feel, and how I make music. I feel deeply connected to Asia, and this partnership brings me closer to a region that has given me so much and inspired me in so many ways. I can’t wait to be back with my fans across the continent.”

Danielle Jin, senior vice president and chief marketing officer, Asia Pacific at Visa said, “Laufey is a genuine one-of-a-kind artist who is reinventing jazz for a new generation of fans and music lovers around the world. Her determination to light her own path echoes Visa’s belief that success comes from the power of small steps – it is the daily dedication in chasing our passions that defines success. Laufey’s unique brand of music is a cultural force, and Visa is putting fans at the heart of this by enabling seamless and secure payments on our network, allowing them to be the Lauver they want to be.”

Visa champions the moments that bring fans closer to the passions they love—from sports and music to fashion and entertainment. Guided by a fan-first approach to partnerships, Visa designs experiences that deepen connection and make participation seamless, secure, and accessible for audiences around the world.

Through high-impact collaborations, Visa helps shape cultural moments while enabling effortless cross-border commerce. The partnership with Laufey builds on Visa’s ongoing commitment to musician residencies, creating intimate, meaningful experiences that bring fans closer to the artists they admire.

MARKETING-INTERACTIVE has reached out to Visa for more information. 

Earlier this year, Visa jumped on the road to the Milano Cortina 2026 Winter Olympics and Paralympics, extending its long-running ‘Everywhere You Want to Be’ platform with a new athlete-led storytelling campaign starring Mikaela Shiffrin and Oksana Masters.

Rather than centring on medals or podium moments, the work focuses on the journey behind elite performance – the setbacks, resilience and support systems that shape world-class athletes long before competition day.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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