Insider Spotlight
Against this backdrop, UnionBank of the Philippines partnered with Visa to introduce “The Star Course Series,” an exclusive MICHELIN-starred dining collaboration for select UnionBank Visa credit cardholders.
The initiative debuted on April 7 at Celera, one of the first Philippine restaurants to receive a MICHELIN Star, marking a milestone for the country’s emerging fine dining scene as the MICHELIN Guide enters the Philippines for the first time.
The partnership underscores UnionBank’s broader push to position itself beyond traditional banking services by focusing on lifestyle-driven customer experiences.
“We are embarking on creating a next-gen bank, and that revolves around moving beyond banking transactions. We want to be where the customers are, where they are spending their time, their passion, and their lifestyle moments,” Manoj Varma, Consumer Bank head of Union Bank of the Philippines, said in a press statement.
Why it matters
Banks are increasingly competing through premium lifestyle experiences, using dining, travel, and entertainment perks to deepen engagement with affluent customers.
The inaugural dinner featured a one-night-only collaboration between Celera chefs Nicco Santos and Quenee Vilar and Chef Zor Tan of Singapore-based MICHELIN-starred restaurant Born.
Under the theme “The Art of Filipino Flavors,” the chefs presented a seven-course menu blending global techniques with local ingredients and Asian influences. Courses included lobster inasal with palabok sauce, eggplant ensalada with mushrooms and labanos ganache, and quail takikomi gohan.
Visa Philippines country manager Jeffrey Navarro said the collaboration reflects a shared focus on curated experiences for premium cardholders.
“With Visa as an official partner of the first MICHELIN Guide in the Philippines, working with UnionBank for this unique collaboration underscored our shared commitment towards creating exceptional cardholder experiences,” Navarro said in a press statement.
The bigger picture
The partnership highlights how financial institutions are leveraging exclusive access and experiential rewards to strengthen customer loyalty in the premium card segment.
UnionBank said access to the dining series is available through a spend-based raffle for select Visa credit cardholders, while top spenders in dining and shopping categories receive guaranteed seats.
The second installment of The Star Course Series was held at Gallery by Chele last May 15, while the third event will be hosted by Toyo Eatery on Aug. 11.
The bank said the campaign aligns with its ongoing efforts to deepen customer engagement through premium lifestyle offerings tied to travel, dining, and entertainment. —Vanessa Hidalgo | Ed: Corrie S. Narisma
