How about a little Hallyu to ease any security concerns you might have? Mastercard has collaborated with McCann Singapore to launch ‘Tap Into My Heart,’ a three-episode K-microdrama on payment safety and security. The series will roll out across Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines over eight weeks, supported by short-form content on TikTok, Meta, and YouTube.
According to Mastercard, the series weaves payment safety and security into everyday moments. Through characters, emotional storylines and everyday decisions familiar to fans of Korean entertainment, Tap Into My Heart explores how payment safety and security can shape moments big and small in consumers’ lives.
And there’s a nice touch of humor that adds to the short film’s charm.
The campaign cites a 2026 Overseas Hallyu Survey that showed audiences across 30 countries spend an average of 14.7 hours each month consuming Korean content, with much of it discovered through social media and mobile-first platforms.
Mastercard says microdramas have emerged as one of the fastest-growing content formats across Asia. It says it sought to explore how familiar entertainment formats could be used to communicate messages in ways that resonate more naturally with audiences.
“Payment safety and security remains one of the most important topics in today’s digital economy, yet awareness and education around it is often delivered in ways consumers quickly tune out,” said Dheeraj Raina, Senior Vice President, Head of Integrated Marketing and Communications, Southeast Asia, Mastercard.
“We wanted to change that. Rather than asking consumers to pay attention to another awareness campaign, we looked at the stories, entertainment, and cultural moments they already engage with. Tap Into My Heart reflects that approach, using storytelling to make payment safety and security more relatable, memorable and relevant to everyday life.”
“K-drama is great at bundling together heightened emotion, suspicion, misdirection, and romantic drama, so it was perfect for the story we wanted to tell about exploring the anxieties people can feel around fraud and payment security,” said Dan Parmenter, Creative Director, McCann Singapore.
“Working with a Korean director and actors, we used the genre’s hallmarks throughout the series to tell our story of newfound confidence (see how many you can spot!), with Mastercard’s security features naturally driving the narrative rather than pausing it for a brand message.”
Earlier this year, Mastercard collaborated with Sticky Monster Lab on Protected Monsters, a campaign that combined AI-powered motion capture, creator-led storytelling and digital content to translate payment safety and security concepts into everyday scenarios.
The first episode of Tap Into My Heart is available on YouTube, with new episodes rolling out over eight weeks. Short-form content from the series will also be available on TikTok and Meta throughout the campaign.
