KuCoin and Tomorrowland lock in exclusive deal through 2028

• KuCoin has signed a three-year partnership to become the exclusive crypto exchange and payments partner for Tomorrowland’s Winter and Belgium festivals.
• The deal positions cryptocurrency as part of mainstream entertainment, using Tomorrowland’s global audience to expose new users to digital assets.
• KuCoin’s leadership framed the partnership as an alignment of values, linking crypto’s borderless ethos with Tomorrowland’s “One World” philosophy.

Global cryptocurrency exchange KuCoin has partnered with Tomorrowland, one of the world’s premier electronic music festivals, becoming the exclusive crypto exchange and payments partner for Tomorrowland Winter and Tomorrowland Belgium from 2026 to 2028.

The partnership bridges culture and technology, according to BC Wong, KuCoin’s CEO who stated, “Tomorrowland unites the People of Tomorrow through creativity, connection and a shared belief in a better world. KuCoin was born as the People’s Exchange, and today we carry that spirit forward as a trusted global platform enabling the secure and efficient movement of value worldwide.” 

In his statement he said, “We share a common One World philosophy—one without borders, where everyone can participate and belong. Guided by trust, precision, and resilience, we are proud to work with Tomorrowland to create future-ready experiences where culture and technology empower one global community.”

KuCoin and Tomorrowland share multi-year plan

The partnership will introduce enhanced experiences across Tomorrowland’s flagship festivals. Tomorrowland Winter 2026 will take place from March 21-28, 2026, in Alpe d’Huez in the French Alps, while Tomorrowland Belgium 2026 will return to Boom, Belgium, across two weekends: July 17-19 and July 24-26, 2026, according to the announcement.

The partnership adds to cryptocurrency’s ongoing migration from niche technology to adoption in mainstream sectors and infrastructures, with KuCoin taking advantage of Tomorrowland’s massive global reach to introduce digital assets to festival-goers who may have limited exposure to crypto.

Major music festivals and venues worldwide have begun accepting digital currencies, recognizing both the technological advantages and the demographic overlap between crypto enthusiasts and festival audiences, who tend to skew younger and more tech-savvy.

Tomorrowland has come a long way over the last two decades, growing from a local music event founded by two Belgian brothers, Manu and Michiel Beers, into a global entertainment phenomenon, bringing millions of attendees from around the world. 

The arrangement between KuCoin and Tomorrowland adds to a growing list of crypto sightings in the entertainment industry, where digital asset services providers have stepped up to fill many voids in customer experience and international transaction processing.

KuCoin already applies crypto in different scenarios 

KuCoin, established in 2017, serves over 40 million users across 200-plus countries and provides access to more than 1,000 digital assets. The platform has positioned itself as a “people’s exchange,” and although it still trails heavyweights like Binance in terms of trading volume, it is still one of the leading centralized exchanges in the world.

The partnership’s success may depend on how seamlessly KuCoin can integrate crypto payments into the festival experience without creating friction for attendees who are not familiar with digital wallets and blockchain technology.

Many entertainment brands exploring cryptocurrency partnerships have also experimented with NFT ticketing, blockchain-based loyalty programs, and digital collectibles, areas where Tomorrowland could also be looking at given its emphasis on creativity and innovation.