Visa Expands "Infinite Tastes" with New Culinary Journeys Across Asia Pacific
Visa Infinite cardholders gain exclusive access to immersive dining and chef-led culinary journeys across 13 Asia Pacific markets.
Visa, the global leader in digital payments, has announced a major expansion of its Infinite Tastes: Beyond the Menu program. This exclusive, chef-led initiative is designed specifically for Visa Infinite cardholders, offering immersive dining experiences that go far beyond the standard restaurant menu across the Asia Pacific region.
The program aims to bridge the gap between diners and the artistry behind their food. Instead of traditional dining, cardholders are granted access to unique adventures, including guided market tours, intimate tastings, chef-hosted tables, and rare, one-night-only culinary journeys that are typically unavailable to the general public.
The Rise of Experience-Driven Dining
The expansion comes as consumer behavior shifts among affluent demographics. Visa's research indicates that high-net-worth individuals are becoming more intentional with their spending, prioritizing experiences that reflect their personal passions and cultural curiosity.
Key findings from Visa's research include:
- Dining as a Priority: Dining has emerged as a top annual spending category for affluent consumers, outranking healthcare, entertainment, and travel.
- Significant Growth: Affluent cardholders are expected to account for more than 80% of incremental new spending between 2023 and 2025.
- Search for Authenticity: There is a growing trend of moving away from traditional fine dining toward curated experiences that offer deeper engagement with chefs, ingredients, and cultural stories.
Exclusive Experiences Across 13 Markets
The Infinite Tastes: Beyond the Menu program is being rolled out across thirteen key Asia Pacific markets, including India, Singapore, Hong Kong SAR, Indonesia, Japan, Mainland China, Malaysia, Philippines, South Korea, Sri Lanka, Taiwan, Thailand, and Vietnam.
The program features a diverse collective of chefs and culinary storytellers who bring local ingredients and cultural heritage to the forefront. Some of the highlighted experiences include:
- Singapore: A hands-on brewing session with Michelin-starred chef Dave Pynt at People People Brewing Co., where guests can co-create personalized beer.
- Thailand: An overnight retreat at Terra Ananta with Deepanker Khosla, featuring a unique fireside feast inspired by the elements of farm, field, and forest.
- Indonesia: An exploration of Peranakan family traditions and heritage led by Vallian Gunawan at Kindling.
- Sri Lanka: A rare, intimate six-seat kitchen counter dinner featuring the three brothers behind GINI, led by Nadishka Dayawansa.
A Refreshed Visa Infinite Proposition
According to T.R. Ramachandran, Head of Products and Solutions, Asia Pacific at Visa, the initiative is part of an evolution to connect cardholders with the experiences they value most. By collaborating with compelling culinary voices, Visa aims to create passion-led moments that strengthen loyalty and deliver differentiated value.
The culinary program is part of a broader, refreshed Visa Infinite proposition in the region. This ecosystem integrates intelligent payments with curated benefits across various sectors, including travel, wellness, dining, and entertainment, aiming to provide personalized and meaningful premium experiences.