Singapore – Visa has renewed its title sponsorship of the MAMA AWARDS through 2029, extending its partnership with South Korea’s CJ ENM and reinforcing its commitment to cultural commerce, cross-border engagement, and mega events across Asia Pacific.
The renewal follows the successful return of the world’s leading K-pop awards to Hong Kong in 2025, where Visa served as title sponsor.
The multi-year agreement builds on the MAMA AWARDS’ global footprint, which has seen the ceremony staged in markets including Macao, Singapore, Hong Kong, Vietnam, Japan, and the United States, and reflects the awards’ continued role in K-pop’s global expansion.
As part of the renewed partnership, Visa also named K-pop girl group izna as a brand ambassador, bringing the group’s global fanbase and cultural influence to future MAMA AWARDS events and Visa-led fan experiences worldwide.
Stephen Karpin, regional president, Asia Pacific at Visa, said, “Visa is proud to continue our title sponsorship of the MAMA AWARDS. This renewal reflects our shared commitment to create a more vibrant and connected Asia Pacific, and we do so by co-creating world-class events that drive tourism into the region’s cities and promote local businesses.”
Karpin added, Visa is also proud to enable seamless and secure payment experiences that elevate the fan experience–whether it is booking flights, purchasing tickets, dining out, or commuting locally with Visa. Beyond the MAMA AWARDS, our global network empowers businesses to meet growing demand and fosters commerce across the region.”
Yoon Sang-hyun, CEO of CJ ENM, said, “Extending our partnership with Visa, a global leader in digital payments, further strengthens MAMA AWARDS’ international status and the trust we’ve built over the years. Working with a global brand like Visa will help us reach new heights on the global stage and expand our fan base.”
Yoon underscored, “It will also give K-pop greater momentum as it grows into a truly global cultural platform. This extended partnership reflects our shared vision and mutual commitment as we build the future together.”
Danielle Jin, senior vice president and chief marketing officer, Asia Pacific, Visa, added, “Visa’s extended partnership with CJ ENM for the MAMA AWARDS will deliver more spectacular experiences for K-pop fans worldwide as we celebrate the artistes that make it possible.”
Jin further said, “The MAMA AWARDS is a cultural touchstone in Asia Pacific and around the world, allowing Visa to engage a new generation of consumers including Gen Zs and Millennials, and let them be the fans they want to be. We look forward to curating more events like the MAMA AWARDS, while delivering seamless and secure payments that bring people closer to their passions.”
The partnership reinforces Visa’s broader strategy of supporting global cultural and sporting events, while enabling secure, seamless payments that connect fans, businesses, and economies across borders.
