Filipino Swifties secured the most number of Taylor Swift concert package purchases from Klook during the general ticket sale. Here's how this will impact businesses, both locally and in Singapore.

Taylor Swift announced that she will be holding the “Eras Tour” in Southeast Asia, with Singapore being the only stop. And with over 268 million followers on Instagram alone, including a fraction of them being Asians, millions of Taylor Swift fans—known as "Swifties"—in Asia knew how securing tickets to Swift’s concerts will be a difficult process. 

Prior to the ticket selling, a registration process was held on Ticketmaster Singapore to see the demand for the said three-hour concert, where Swift performs the best hits out of her discography. Eight million fans registered on the first day alone—showing how much Southeast Asian fans were ready for it.

And by the end of the registration period, there were more than 22 million fans who expressed interest in buying tickets. 

Given the high demand, Swift added three more shows to the Singaporean leg of her concert—thus making the official schedule March 2 to 4 and 7 to 9, 2024 at the Singapore National Stadium. With the venue's capacity of around 330,000 lucky fans across all six days, more fans would then be able to go to her concert.

In this case study, we look into why this singer has amassed such a large following and why her concert is a big deal, for both fans and businesses everywhere.

How Taylor Swift's Ticket Selling Works

Before the sale, it was announced that only a fraction of the 22 million registered fans will receive access codes for the general sale on Ticketmaster SG. Those who don’t will be waitlisted and will only be given a chance to purchase any remaining tickets.

Sign up/Log-in to continue reading The Business Manual for only P1000/year.
Already a member? Log in below.