VPBank: From Partnering with the King of K-pop to Elevating Local Brand Prestige

Title Sponsor – The Highest and Most Powerful Position

Less than three months after the legendary VPBank K-Star Spark event, VPBank has once again secured the highest title, appearing after the powerful phrase “Presented by” for G-DRAGON’s World Tour. Officially named G-DRAGON 2025 WORLD TOUR [Übermensch] IN HANOI, presented by VPBank, this achievement has left many in awe. Securing a “title sponsorship” is notoriously difficult, especially for international tours featuring global artists. Yet, VPBank has accomplished this feat for none other than G-DRAGON, the K-pop icon with worldwide influence.

A “Title Sponsor” is the highest-tier commercial partner of a concert or tour, with their brand name officially integrated into the event title. They stand alongside the artist or tour name, as seen in G-DRAGON 2025 WORLD TOUR [Übermensch] IN HANOI presented by VPBank. Negotiating title sponsorships for concerts is often less challenging than for world tours. Concerts are typically organized by performance companies eager to secure sponsors to optimize costs and boost profits. However, world tours center around the artist and their global reputation. With an artist as renowned as G-DRAGON, sponsorship is not a necessity for financial success, as evidenced by consecutive sold-out shows and additional nights added in Macau and Taipei, Taiwan (China). Thus, being a “title sponsor” for a world tour signifies a brand’s prestige and exclusivity, requiring not only substantial financial investment but also a strong, reputable presence to stand alongside a global artist.

Throughout the four phases of the World Tour, not every stop features a “Title Sponsor.” When present, it is typically a global bank or corporation, such as CTBC Bank (Taipei), Hong Leong Bank (Kuala Lumpur), HSBC (Hong Kong, China), or UOB (Jakarta)—all internationally influential entities. G-DRAGON’s criteria for selecting a title sponsor are stringent, making VPBank’s achievement as a Vietnamese private commercial bank all the more unprecedented and groundbreaking. VPBank likely outcompeted numerous global contenders to secure this position, standing proudly alongside international giants in G-DRAGON’s prestigious tour.

As the exclusive “Title Sponsor” for the two Vietnam shows, VPBank’s name is prominently featured in the official event title: G-DRAGON 2025 WORLD TOUR [Übermensch] IN HANOI, presented by VPBank. Their logo holds the highest position, emphasizing their importance as the “Title Sponsor.” Additional perks include exclusive use of official imagery, logo placement in advertisements or co-branded products, and early ticket access for VPBank customers.

These “supreme” benefits underscore the title sponsorship as the most prestigious and powerful position for any brand partnership.

A Positive Signal for Local Brands Going Global

Over the past two years, K-pop, US-UK, and Thai artists have frequently performed in Vietnam, yet it’s rare for a local brand to be featured alongside an artist in an official event title. Remarkably, VPBank has achieved this twice in the latter half of 2025.

Much like G-DRAGON’s strategic hiatus followed by a triumphant return to dominate music, fashion, and media charts, VPBank has remained relatively quiet in the sponsorship race—until now. By securing the most coveted position in the tour of a K-pop legend, VPBank not only showcases its formidable potential but also elevates the reputation of Vietnamese brands on the global stage. This partnership symbolizes a harmonious fusion of global culture and local branding, setting a precedent for Vietnamese brands in the international arena.

VPBank K-Star Spark is considered a blockbuster in Vietnam’s K-pop history

To the public, VPBank is more than a bank—it’s a symbol of creativity, innovation, and boldness. From a branding perspective, VPBank exemplifies how a Vietnamese brand can connect emotionally with customers, rather than merely selling products.

From a business standpoint, becoming G-DRAGON’s “title sponsor” is not just a bold marketing move but a strategic decision yielding remarkable results. The VPBank K-Star Spark concert significantly boosted VPBank’s business, with a 45% increase in new credit cards, a 51% rise in card spending, nearly 30,000 new Super Sinh Lời accounts, and a 4,000 billion VND increase in transaction account balances. This success is no surprise: when customers love their idol and enjoy the experience, they also grow to love the brand, use its services, and remain loyal to VPBank—the brand that shares their passions.

For VPBank employees, this pride is encapsulated in a single, proud statement: “Hello, I am an employee of the bank that has partnered with G-DRAGON twice.”