According to Visa, Vietnam has become one of the top 10 markets for affluent spending in Asia-Pacific, reflecting the country's expanding high-income consumer base and rising demand for premium financial products. Across the region, affluent households are projected to grow at an annual compound rate of 8% through 2030, while Asia-Pacific is home to nearly one-third of the world's ultra-high-net-worth individuals.
The company said affluent consumers are increasingly seeking experiences that align with their lifestyles, favouring cultural exploration, wellness and personalised services over status-driven purchases. Research cited by Visa also indicates that travel, entertainment and retail remain among the fastest-growing spending categories for premium cardholders.
In response to these changing preferences, Visa has introduced an updated Visa Infinite portfolio in Asia-Pacific. The offering consists of three tiers—Visa Infinite, Visa Infinite Privilege and Visa Infinite Private—designed to serve different segments of affluent customers while providing access to a broader range of travel, lifestyle and payment services.
The refreshed portfolio also incorporates enhanced payment capabilities, including higher transaction limits, cross-border card issuance, intelligent payment authorisation and security features intended to support high-value transactions and international spending.
"Visa has long supported premium experiences for affluent consumers in Vietnam and across Asia-Pacific. As customer expectations continue to evolve, we are expanding our services through innovation and partnerships to deliver more relevant value," said Dung Dang, Visa Country Manager for Vietnam and Laos.
Alongside payment features, the programme introduces curated lifestyle offerings centred on travel, dining, wellness and entertainment. These include chef-led culinary experiences across Asia-Pacific and destination-focused travel programmes designed to provide more immersive access to local culture.
Visa noted that demand for wellness and personalised services continues to increase among affluent consumers, with many expecting tailored experiences alongside financial products.
The trend is also becoming more visible in Vietnam, where spending on premium travel, shopping, dining and wellness has continued to rise. Younger affluent consumers are playing a growing role in outbound travel, particularly for family-oriented trips, highlighting broader changes in consumer behaviour and expectations within the country's expanding high-income segment.
