September 30, 2026 Team Contributor
Visa has recently announced a crucial regional expansion of Visa Infinite Tastes: Beyond the Menu – a chef-led flagship culinary marquee program that is exclusively created for the Visa Infinite cardholders.
Spanning across 13 Asia Pacific markets, this initiative connects its affluent cardholders with behind-the-scenes and rare gastronomic experiences like market tours, hands-on masterclasses and one-night-only dining events hosted by the world-renowned chefs.
This is a strategic expansion which will capitalize on the quick growth of high-yield luxury culinary tourism, across the major Southeast Asian gateways like Kuala Lumpur, Bangkok, Tokyo, Singapore.
Visa Infinite Tastes – highlights of the program and regional footprints
Current consumers spend data from Visa states that luxury dining has emerged as the single biggest spend category for the affluent card holders, outpacing entertainment, healthcare and general travel.
Between 203 and 2025 the affluent card holders accounted for 80%+ incremental new spend, driving story-driven and immersive food experiences.
Visa Infinite Tastes – at a glance
Signature Partner Chefs – Dave Pynt, Deepanker Khosla, Nobu Lee, Ricardo Chaneton
Exclusive Access Types – Off-menu tables, market tours, overnight culinary retreats
Primary Spend Category Driver – Premium Culinary & Gastronomic Tourism
Active Asia Pacific Markets – 13 Markets (including SG, HK, JP, TH, MY, ID, VN, LK, TW)
Target Audience – Visa Infinite, Privilege, and Private Cardholders
Featured culinary journeys across crucial Asian gateways
The expanded portfolio brings in cardholders into direct collaboration with the storytellers, artisans and regional chefs. Instead of fine-dining reservations, the initiative focuses on unrepeatable cultural discovery:
- Vietnam (Storytelling & Culinary Heritage): At CoCo Dining in Ho Chi Minh City, Michelin-starred chef Vuong Thanh presents an exclusive menu tracing the defining milestones of his career.
- Hong Kong SAR (Pre-Columbian Gastronomy): Chef Ricardo Chaneton at MONO crafts a one-off menu showcasing indigenous ingredients and ancient culinary techniques from Mayan, Aztec, and Quechua heritage.
- Thailand (Farm-to-Table Retreats): Chef Deepanker Khosla welcomes cardholders for an overnight getaway at Terra Ananta in Kanchanaburi, featuring fireside dining and farm tours.
- Singapore (Brewing & Cultural Heritage): Michelin-starred chef Dave Pynt hosts a hands-on microbrewery session at People People Brewing Co., where guests formulate and name their own custom beer before a private chef’s dinner.
The rise of experiential luxury travel
As modern affluent travelers shift the focus from material luxury goods towards experiential discovery, multi-destination culinary itineraries have become a dominant driver for Asia-bound tourism.
From private tea ceremonies in Taipei to indigenous Borneo ingredient tastings in Kuala Lumpur, Visa’s regional framework blends payment convenience with curated access to hyper-local culture.
Planning an international luxury gataway to Southeast Asian multi-city destinations? Connect with our verified travel advisors for securing exclusive dining reservations, arranging private chef experiences and coordinating flight connections.
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