VPBank from accompanying King of Kpop to paving the way for domestic brands

VPBank as Title Sponsor of G-DRAGON 2025 WORLD TOUR [Übermensch] IN HANOI, presented by VPBank is not only the story of a sponsor but also a testament to the position and reputation of Vietnamese brands with international partners.

Title sponsor - the highest, most powerful position

Less than 3 months after the legendary rain of VPBank K-Star Spark, VPBank continues to return with the highest title, appearing after the powerful phrase “Presented by” for G-DRAGON's World Tour, with the official name: G-DRAGON 2025 WORLD TOUR [Übermensch] IN HANOI, presented by VPBank.

This has made many people “take their hats off” because “title sponsorship” is a very difficult “title” to negotiate, especially with international tours of big artists. Yet VPBank has done it, and it is also the world tour of G-DRAGON - the person known as the king of K-pop with global influence.

“Title Sponsor” is the highest-level commercial partner of a concert or tour, whose brand name is officially integrated into the event title and is positioned as the main entity that stands alongside the artist or tour name such as G-DRAGON 2025 WORLD TOUR [Übermensch] IN HANOI presented by VPBank.

In reality, negotiating the title sponsorship for concerts is not as stressful as for world tours. This is because concerts are usually organized by a performance organization and they are always ready to find sponsors to optimize costs and earn more profits. However, with world tours, the artists and their reputation are the center.

With G-DRAGON's popularity, his world tour will still make a lot of money without any sponsors. This has been proven by consecutive sold-out nights, plus consecutive G-DRAGON 2025 WORLD TOUR [Übermensch] concerts in Macau and Taipei.

Therefore, “name sponsorship” with world tours is essentially a story about the position of the “chosen” brand. Not only money (of course a lot of money), a brand must be strong enough, prestigious enough to be able to stand proudly next to the artist’s name in global tours.

In the 4 phases of the World Tour, not every stop of G-DRAGON has a “Name Sponsor,” but once there is one, most of them will be banks and corporations with global scale such as CTBC Bank (Taipei leg), Hong Leong Bank (Kuala Lumpur), HSBC (Hong Kong), UOB (Jakarta)... all of which are units with international influence.

It can be seen that the conditions that G-DRAGON set for the brand that wants to get this position are not simple. Therefore, VPBank - a private joint stock commercial bank in Vietnam becoming the "Name Sponsor" for 2 nights in G-DRAGON's world tour is unprecedented, if not a breakthrough. VPBank probably had to overcome many strong competitors to be able to win this position, proudly standing on par with the international "big guys" in G-DRAGON's famous tour.

As the only “Title Sponsor” of G-DRAGON’s two shows in Vietnam, VPBank’s brand will first be included in the official name of the show, fully and clearly: G-DRAGON 2025 WORLD TOUR [Übermensch] IN HANOI, presented by VPBank. with the logo placed in the highest position, affirming the importance of “Title Sponsor.”

In addition, there are many priority benefits such as the right to use official images, the right to place logos in advertisements or co-branded products, the right to have an early ticket purchase day for customers using banking services....

Those "supreme" benefits are enough to prove that name sponsorship is the highest and most powerful position for a companion brand.

Positive signal for the trend of domestic brands reaching out globally

Over the past 2 years, K-Pop, US-UK, Thai stars... have continuously come to Vietnam to perform, but the appearance of a domestic brand being placed on par with the artist in the official event name is rare. Yet in just the second half of 2025, VPBank was mentioned twice.

VPBank K-Star Spark is considered a "blockbuster" in the history of Vietnamese K-pop. (Photo: Vietnam+)

Similar to the way G-DRAGON dived deep for a long time, but when he returned, he immediately dominated the music , fashion, and media charts. VPBank was quite quiet in the sponsorship race, but when he decided to join, it was the highest and most coveted position in the "K-Pop legend's" tour.

This position not only proves the strength and great potential of the green bank but also contributes to enhancing the prestige and capacity of Vietnamese brands when accompanying international entertainment projects. In other words, the two upcoming shows are not only a "G-DRAGON concert," but also a symbol of a meeting between global culture and domestic brands in a "well-matched" way. This move by VPBank can be considered one of the footsteps paving the way for domestic brands in the "global game."

In the eyes of the public, VPBank is not just a bank, but a symbol of creativity, daring to challenge and constantly innovating. From the perspective of a brand builder, VPBank is demonstrating how a Vietnamese brand can “understand the emotions” of customers instead of simply “selling products”.

From a business perspective, becoming a “title sponsor” accompanying G-DRAGON is not only a bold communication move, but also a brand strategy that brings about improved business performance. A typical example is the VPBank K-star Spark concert, which created a strong boost for VPBank’s business activities when the number of newly opened credit cards increased by 45%, card spending increased by more than 51%, nearly 30,000 profitable Super accounts were opened and payment account balances increased by more than 4,000 billion VND.

This is completely understandable because when customers love their idols and are satisfied with the experience, they will also love the products, use the services and have a long-term relationship with VPBank - the brand that has accompanied their emotions.

As for VPBank employees, that pride is encapsulated in a proud statement: "Hello, I am an employee of the bank that has accompanied G-DRAGON twice in a row./.

(Vietnam+)

Source: https://www.vietnamplus.vn/vpbank-tu-dong-hanh-cung-king-of-kpop-den-mo-duong-cho-thuong-hieu-noi-dia-post1071077.vnp