T-Mobile Puerto Rico, one of the Bad Bunny tour sponsor partners, created a unique VIP experience for its customers attending the artist’s “No Me Quiero Ir de Aqui” residency in the island’s capital San Juan. The telecommunications company’s clients were given access to Club Magenta , an exclusive lounge on the José Miguel Agrelot Coliseum venue’s terrace which featured a Charm Bar activation curated by Puerto Rican accessories brand Edalou Paris. Guests could personalize their own collectible bag charm, choosing from a selection of objects connected to Puerto Rican culture and identity, alongside a co-branded NFC chipped fob turning the physical keepsake into a digital gateway. When tapped to a smartphone it connected fans directly to T-Mobile Puerto Rico’s Instagram account. Edalou Paris founder, Eda Aguilar., described how the phygital innovation tied brand loyalty to cultural pride via “frictionless digital engagement,” boosting impressions and followers, and building digital community. The charms worked as “both fashion accessories and digital bridges,” she said, merging style with interactivity. She plans to evolve the model,” she added, noting its potential to unlock discounts, playlists, AR filters, and other NFC gated perks. The charm idea also plays into the Labubu effect which has galvanized the trend for collectible bag charms.