Kucoin is leveraging its newly granted MiCA license to integrate cryptocurrency payments and digital perks into Tomorrowland's flagship festivals.
Kucoin has announced a multi-year exclusive agreement with Tomorrowland Winter and Tomorrowland Belgium for the period 2026–2028, making the exchange the exclusive crypto and payments partner of the festival.
This move comes just weeks after Kucoin secured a license to provide services under the Markets in Crypto-Assets Regulation (MiCA) framework in the European Union.
Kucoin 's MiCA strategy targets the masses.
Kucoin EU Exchange recently received a license as a digital asset service provider in Austria under the MiCA regime, giving Kucoin full legal standing in the EU once Brussels' new regulatory framework for exchanges, custody, and stablecoins officially comes into effect.
The agreement with Tomorrowland shows that Kucoin is not just aiming to operate a legally compliant exchange, but also wants to bring the crypto "railway" directly into popular culture.
According to Kucoin, this partnership covers Tomorrowland Winter 2026 in Alpe d'Huez and Tomorrowland Belgium 2026 in Boom , with the same partnership model maintained until 2028.
From funding to payment infrastructure
Kucoin asserts that this is more than just a logo-sharing partnership. A Kucoin representative Chia Cointelegraph that, as the exclusive payment partner, the exchange is collaborating with Tomorrowland to integrate crypto into the festival's existing payment system, enabling "financial tools" to operate behind the scenes of ticket sales, merchandise, and food.
The goal is to keep the experience "intuitive and virtually invisible," avoiding the need for attendees to Vai complex wallets or unfamiliar workflows, while Kucoin ensures the safe and efficient flow of value so that the audience can focus on enjoying the music.
The company has not disclosed specifically which assets or payment infrastructure will be supported on-chain, nor whether all transactions will take place entirely on-chain , but stated that the philosophy “Trust First. Trade Next” will permeate its messaging.
Kucoin representatives emphasized that enhanced security features, multi-layered protection mechanisms, and compliance with EU standards are the foundation for taking crypto beyond the trading screen and into live events.
Lessons from FTX's stumble at Tomorrowland
Tomorrowland organizers are no strangers to Web3. In 2022, the festival announced a partnership with FTX Europe, promising Non-Fungible Token and "the future of music festivals," before collapsing along with the exchange just months later.
This experience shows that choosing a partner with a MiCA license, along with an emphasis on user protection, is not just a formality. This is XEM as a second attempt to connect culture with crypto — this time with a clearer legal framework and stronger security safeguards.
Instead of setting rigid public targets for user numbers or payment volumes by 2028, Kucoin defines success as seamlessly integrating crypto into the festival experience:
"We aim to demonstrate that digital assets can become a core component of global digital finance, transforming from a niche technology into a universal utility."
