Targeting Affluent Consumers' Spending Power, Mastercard Launches Premium 'World Legend Card' and Upgrades Three Major Privilege Platforms

Anticipating the robust spending power and growing demand for wealth management services among Taiwan's affluent population, Mastercard has officially launched its highest-tier global product, the 'World Legend Mastercard,' and simultaneously introduced an upgraded 'Priceless Experiences' luxury benefits platform. Designed to cater to affluent consumers' preference for experiential over material consumption, the platform integrates premium offerings across three key areas—luxury travel, Michelin-starred dining, and popular overseas entertainment—partnering with financial institutions to capture and retain high-net-worth clients through exclusive, premium experiences.

Chen Yi-wen, Managing Director of Mastercard Taiwan, noted that Taiwan's booming stock and investment markets have created numerous new millionaires, driving rapid growth in banks' wealth management 2.0 client segments. Financial institutions are increasingly seeking integrated solutions that combine wealth management with premium credit cards, viewing top-tier cards as a crucial 'entry point' for deepening relationships with elite clients.

According to Mastercard's global research, affluent individuals managing investable assets between USD 250,000 and USD 5 million contribute up to 56% of consumer finance revenue for banks. Quantitatively, this segment spends 2.3 times more per card on average than the general consumer, 3 times more on cross-border transactions, and up to 4.3 times more on non-essential experiential spending such as travel and dining. The survey also revealed that 59% of affluent consumers prioritize experiential consumption over material possessions, 73% believe pursuing personal passions defines their identity, and 45% rank spending time with family and friends as their top priority.

Further analysis of Mastercard's internal transaction data in Taiwan shows that the top three spending categories for premium customers—those spending over TWD 1 million and TWD 3 million annually—are consistently department store shopping, travel planning, and insurance. This not only confirms the affluent segment's intense focus on experiential luxury but also highlights their strong emphasis on asset succession and insurance planning.

To precisely meet the demands of this elite clientele, the newly enhanced 'Priceless Experiences' platform offers World Legend cardholders comprehensive benefits across three core domains:

Luxury Travel: Addressing pain points such as airport queues and subpar lounge experiences, the platform provides exclusive fast-track services at key international airports including Istanbul (Turkey), Athens (Greece), Madrid, and Barcelona (Spain). Additionally, Mastercard has launched the first 'Taste by Priceless' gourmet lounge in the Asia-Pacific region at Hong Kong International Airport, combining premium culinary concepts with lounge comfort. World Legend cardholders can bring up to three guests for complimentary fast-track access and gourmet lounge privileges.

Premium Dining: The platform consolidates access to over 400 iconic restaurants across 10 Asia-Pacific markets that have earned Michelin stars or are featured on the 'Asia's 50 Best Restaurants' list. It enables instant reservations and exclusive dining credits through a single platform, allowing cardholders to easily book sought-after restaurants overseas.

Popular Entertainment: Deepening its partnership with Live Nation, the program offers cardholders priority access to tickets and premium seating for select overseas concerts—such as Lady Gaga’s concert in Singapore—as well as discounts on Broadway shows, international sports events, and exclusive 'Priceless Experiences.'

In addition, the Mastercard World Legend Card significantly expands its supplementary benefits, offering cardholders, their spouses, and children up to TWD 15.95 million in overseas medical insurance coverage, 24/7 global concierge service, and complimentary green fees for up to four visits annually at 48 top-tier golf clubs across the Asia-Pacific region. These enhancements position the card as a powerful tool for partner banks to attract and retain elite wealth management clients.