Airline expands customer touchpoints on 12th anniversary of Korea service
Brand event planned for Seongsu-dong in November
Campaign aims to raise brand awareness and affinity among Korean travelers
HK Express is launching its first brand campaign in South Korea to mark the 12th anniversary of its Korea service, using the occasion to promote its customizable travel offerings and target the growing Free Independent Travel market.
The airline announced Monday that it will hold the campaign in Seongsu-dong, Seoul, in November under the theme "HK Express, the Start of Your Hong Kong Journey."
HK Express launched its first Korea route — between Incheon and Hong Kong — in March 2014 and now connects four South Korean cities to Hong Kong. Travelers can fly to Hong Kong or use it as a hub to reach destinations across Asia.
The campaign will showcase the airline's customizable service options, which allow passengers to choose their own baggage allowance, seat and in-flight meal, alongside locally sourced Hong Kong brand meal offerings and character collaboration products. The airline said it aims to position itself as the go-to choice for independent, personalized travel.
The Seongsu-dong event is designed to let visitors in central Seoul experience the appeal of Hong Kong travel and the HK Express brand firsthand. Further details will be released through the airline's official website and social media channels.
"Korea is an important market for HK Express, and based on 12 years of operating Korean routes, we will strengthen our marketing efforts to communicate directly with customers," CEO Janet Mao said. "We will continue to offer competitive fares and safe air travel, introduce Korean customers to the diverse charms of Hong Kong, and expand opportunities to reach more destinations across Asia through our growing route network."
HK Express, a member of the Cathay Group, has been named the world's safest low-cost carrier for two consecutive years — 2025 and 2026 — by aviation safety rating agency AirlineRatings. The carrier also holds a "7 Star Plus" safety rating and was recognized as the world's best low-cost airline for 2026.
terry@heraldcorp.com
