Visa (NYSE: V), a global leader in digital payments, announced its inaugural sponsorship of HoYo FEST 2025, marking a significant milestone in Southeast Asia. Organised by HoYoverse, HoYo FEST celebrates popular gaming titles such as Genshin Impact, Honkai Impact 3, Honkai: Star Rail and Zenless Zone Zero captivating a global audience since its inception in 2021.
This year's festival will take place from 24 to 27 July 2025 at premier venues including MCC Hall The Mall Bangkapi in Thailand, Surabaya Convention Centre in Indonesia, SMX Convention Centre Manila in the Philippines, SkyExpo in Vietnam, Pavilion Exhibition Centre Bukit Jalil in Malaysia, and Suntec Singapore Convention & Exhibition Centre in Singapore (25 to 27 July). These events aim to bring together fans for an immersive experience featuring live in-game excitement, community engagement, and a celebration of passionate fandom.
As one of the key host countries in this Southeast Asia-wide festival, Thailand's inclusion underscores its growing influence in the global gaming landscape. The Bangkok event promises a rich experience with themed exhibits, community zones, cosplay, merchandise, and on-stage performancesbringing players and creators closer than ever.
Visa is enhancing this experience by offering exclusive benefits to Visa cardholders attending the festival. Thai fans who use Visa cards at the venue will enjoy quicker checkout through an expedited payment lane at the merchandise store. To enjoy these benefits, simply present your Visa card to HoYo FEST staff at the stage reserved seating area for access or pay with your Visa card at the HoYoverse Official Merchandise Store during the event. Those who spend THB 850 or more using their Visa card at the HoYoverse Official Merchandise Store will receive an exclusive HoYo FEST 2025 Badge Blind Box, available only to Visa cardholders at HoYo FEST 2025. These special perks are designed to ensure a smoother, more rewarding festival experience for Visa cardholders.
Thailand: Where Gaming Is a Way of Life
Visa's support reflects a deeper understanding of Thailand's thriving gaming culture, now one of the most dynamic markets in the region. Valued at USD 1.1 billion and growing at an annual rate of 8%, Thailand's gaming industry is driven by an exceptionally engaged player base. Today, approximately 65% of the country's online population, or 41 million people, identify as gamers.
For Thai Gen Z, gaming is more than entertainment, it is a space for self-expression, skill-building, and meaningful social connection. According to the Visa Gen Z Decoded 2025 study[1], 91% of Gen Z in Thailand play games at least once a week, with over a third dedicating more than 15 hours per week to their favourite titles. Smartphones dominate their gaming habits, used by 81% of young gamers to play anytime, anywhere.
Their passion also shapes how they spend. Nearly half (43%) of Thai Gen Z gamers make in-game purchases, while others buy full games (33%) or invest in gaming-related merchandise (24%). These purchases are often motivated by exclusive perks such as special discounts (42%), limited-edition in-game items (41%), and invitations to offline events (26%), reinforcing their emotional connection to both the games and their communities.
Visa at the Heart of the Gaming Experience
Through its partnership with HoYo FEST 2025, Visa is reinforcing its role in supporting digitally connected, experience-driven consumers. This move underscores Visa's ongoing commitment to providing a secure and seamless payments experience and enriching the lifestyles of Thai consumers.
"We are proud to partner with HoYo FEST for the first time, supporting an event that aligns with Visa's commitment to innovation and enhancing the consumer experience. Visa's comprehensive payment solutions are designed to meet the needs of today's gamers, ensuring fast, reliable, seamless, and secure transactions. Our partnership with HoYo FEST demonstrates our commitment to supporting the dynamic gaming ecosystem, where players are increasingly looking for efficient payment options to enhance their gaming experience," said Angsumalin Fordham, Head of Product and Value-Added Services for Visa Thailand.
[1] The Visa Gen Z Decoded study 2025 was conducted from October to November 2024, involving over 560 Gen Zs across 14 Asia Pacific. Focused on those aged 14-27, who make up 27% of the region's workforcethe study explored their values, behaviours, and financial habits. Insights from first jobbers, gig workers, and affluent youths will help Visa and partners create more relevant products, campaigns, and payment experiences for this rising generation.