How Mastercard's first APAC branded restaurant in HK sets itself apart from competitors

Mastercard and local F&B group LUBUDS have partnered up to launch the first APAC Mastercard branded restaurant LUMA in Hong Kong, amid the increase in demand for culinary experiences from locals and tourists.

In a conversation with MARKETING-INTERACTIVE, Raja Rajamannar (pictured middle), chief marketing and communications officer, Mastercard, said it was a right time for Mastercard to enter the local food and beverage market as Hong Kong is a vibrant place for culinary experiences and travel across Asia and China has resumed. 

"The fact that Greater China is sort of opened up on the travel, which certainly increases the demand for these kinds of culinary experiences, as well as from local people and tourists. Therefore, we feel that this is strategically a wonderful time that we are entering this market with our first multi-sensory restaurant in Asia Pacific," he said.

The name LUMA, which comes from an amalgamation of the words LUBUDS and Mastercard, is at once uplifting and easy to pronounce by speakers of many languages, according to the release. A derivative of the word luminous, LUMA aims to evoke light, radiance, and illumination. This name was chosen to spotlight the mastery of Hong Kong’s homegrown culinary talents while it also welcomes the electric energy that guest chefs will contribute, starting with the Michelin-starred Bjoern Alexander in August 2023.

Opening exclusively to Mastercard cardholders beginning 29 June, LUMA offers multi-course fusion tasting menu that will be designed and constantly refreshed by a rotating roster of LUBUDS Group’s various guest chefs, who will interpret the distinct flavours of Asian, Chinese and European signature dishes in their unique styles. 

In terms of how the restaurant sets itself apart from competitors, Rajamannar said LUMA differentiated itself from competitors among the F&B industry by tapping all five senses including sight, sound, smell, touch and taste, such as playing songs from Mastercard’s exclusive Priceless playlist in partnership from Spotify, as well as adopting fragrance diffusers from custom fragrances namely Priceless Passion and Priceless Optimism.

When you look at all the five senses coming together, which recall it as multi-sensory experiences, it's going to be completely different than any other restaurant on an ongoing basis.

"Plus, because we keep changing the menus, people have a reason to come back and check out what is the latest and the greatest," he added.

LUMA is the latest extension of Mastercard’s global strategy of forging deeper, more memorable connections with consumers through multisensory brand experiences. "There are 10 areas in people's lives that they are passionate about, such as sports, music and philanthropy."

Rajamammar added:

The fastest growing of all these 10 passions is culinary, which is all about eating. And what we are trying to do is to literally bring the multi-sensory experiences to life in the context of eating.

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The new restaurant follows the partnership between two brands in March, which aimed at offering priceless experiences and exclusive dining privileges for Mastercard cardholders at LUBUDS outlets across Hong Kong. The restaurant marks the second phase of the alliance between them.

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