Visa has become Worldwide Tour Sponsor of BTS's "ARIRANG" world tour (82 shows across 34 cities), expanding beyond sports/lifestyle sponsorships into K-Pop. The partnership demonstrates payment networks leveraging fintech to engage younger demographics and drive travel spending—Visa data shows 25% surge in Korea travel during concert week, 20% rise in tourism spend. Thai banks (KBank, Krungsri, Bangkok Bank) and Siam Piwat have launched concurrent limited-edition co-branded cards and campaigns, creating a multi-partner ecosystem. This signals how financial services are repositioning as experience platforms.