Visa Has Expanded Culinary Program to Asia Pacific
The Infinite Tastes: Beyond the Menu initiative now offers curated dining experiences across thirteen regional markets.
Updated on Sept. 30, 2026 in Food and Drink
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Visa has expanded its Infinite Tastes: Beyond the Menu program to thirteen Asia Pacific markets. The initiative offers affluent cardholders exclusive access to curated dining experiences and masterclasses led by expert chefs.
Why it matters
Affluent consumers increasingly prioritize unique experiences and cultural discovery over traditional fine dining. This shift reflects broader trends where personal passions drive the leisure spending habits of high-net-worth individuals.
Dining remains the top annual spending category among affluent consumers. Between 2023 and 2025, this demographic accounted for over 80% of incremental new spending globally.
The players
Visa
Visa is a global digital payments technology company that facilitates electronic funds transfers throughout the world.
The details
Cardholders can reserve intimate culinary events through the Visa Infinite platform, which include market tours, brewing sessions, and masterclasses. Participating locations include Singapore, Kuala Lumpur, Bangkok, Jakarta, Colombo, Hong Kong SAR, and Taipei.
Timeline
Affluent cardholder spending increased significantly between 2023 and 2025.
The Infinite Tastes program debuted in July 2026.
Visa officially announced the Asia Pacific expansion on September 30, 2026.
Industry Dynamics
This expansion aligns with the shift in affluent consumer spending toward experiential luxury by prioritizing intangible service offerings over retail goods. It signals a broader strategic pivot by financial firms to capture premium market share through lifestyle-based loyalty rewards.
Affluent Visa Infinite cardholders can now book exclusive culinary events across thirteen different markets in the Asia Pacific region. These experiences are managed directly through the company's proprietary digital booking platform.
The takeaway
Consumers looking to maximize the utility of premium credit cards should monitor internal platform portals for new experiential benefits. Such programs offer rare access to intimate culinary masterclasses that are often unavailable to the general public.
Further reading
Learn more about the evolving landscape of culinary luxury in our Food and Drink section.
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Do you feel that exclusive lifestyle perks justify the annual fees for premium credit cards?
