Visa has announced the expansion of its "Infinite Tastes: Beyond the Menu" programme, offering Visa Infinite cardholders unique dining experiences across 13 Asia Pacific markets. This initiative, led by renowned chefs, aims to provide cardholders with immersive culinary journeys that extend beyond traditional dining, including guided market tours, chef-hosted tables, and exclusive off-menu creations.
The programme reflects a growing trend among affluent consumers who prioritise experiences that align with their passions and cultural interests. Visa's research indicates that dining has become a significant passion point, with affluent cardholders contributing to over 80% of new spending between 2023 and 2025. Dining now surpasses healthcare, entertainment, and travel as the top annual spend category.
Since its launch in July, "Infinite Tastes: Beyond the Menu" has been introduced in markets such as Hong Kong, India, Japan, and Singapore. The programme features a diverse range of culinary experiences, from Michelin-starred chef Dave Pynt's brewing sessions in Singapore to Deepanker Khosla's fireside feasts in Thailand. Each experience is crafted to offer a deeper connection to the creativity and stories behind every meal.
TR Ramachandran, Head of Products and Solutions Asia Pacific at Visa, stated, "Infinite Tastes Beyond the Menu reflects how Visa Infinite is evolving to connect our cardholders and partners with the experiences they value most."
This expansion is part of Visa's broader strategy to enhance its Visa Infinite proposition in Asia Pacific, offering personalised and premium experiences across travel, wellness, dining, and entertainment. Eligible cardholders can explore and reserve these exclusive experiences through the programme
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