Core Insights - Visa has renewed its title sponsorship of the MAMA AWARDS through to 2029, highlighting its commitment to cultural commerce and cross-border engagement [2][5] - The 2025 MAMA AWARDS in Hong Kong attracted nearly 90% of overseas cardholders who purchased tickets during the Visa presale, indicating a significant boost to tourism and the local economy [2][3] Visa's Role and Strategy - Visa's partnership with CJ ENM aims to enhance the MAMA AWARDS' international status and expand its global fan base, reflecting a shared vision for the future of K-pop as a cultural platform [5][6] - The collaboration allows Visa to engage with younger consumers, including Gen Zs and Millennials, by providing seamless payment experiences that enhance fan engagement [5][6] Cultural Impact - The MAMA AWARDS has been pivotal in K-pop's global expansion, hosting events in various countries including Macao, Singapore, and the United States, thus reinforcing its cultural significance [3][4] - Visa's involvement in global events, such as the FIFA World Cup™ and the Olympic Games, positions it as a leader in facilitating cultural conversations and driving cross-border commerce [5][6]