Airasia rides the K-wave with brand new Korean drama story

Airasia is getting creative in boosting the budget airline’s brand name. First it gave out free flights to ASEAN medallists and now, it is tapping on the popular K-pop wave and entertainment dramas in Asia.

(Read also: Does Airasia’s free flights for ASEAN Olympic medallists contradict its brand ethos?)

Tony Fernandes, Airasia’s group chief executive officer posted on his Facebook on the airline’s new marketing move where it features it’s own employee in a Korean drama. The drama’s female lead Choi Soo-A (played by Kim Ha-neul) is a flight attendant who has been with the airline for 12 years. The 30-second teaser has received more than 113,000 views with over 980 shares.

The drama, which also stars Lee Sang-Yoon (below) and Shin Sung-Rok, is due to premiere on 21 September in South Korean broadcast channel KBS2. Previews for the drama is already airing on KBS World (ASTRO Channel 391).  Check out short You Tube teaser posted on 29 August:

The Malaysian market has often displayed its love for all things Korean. Last year in Malaysia there was outrage over officials threatening a group of Muslims girls with arrest after a video surfaced of them hugging members of Korean boy band group B1A4.

Meanwhile, in the region popular Korean show Descendants of the Sun saw immense success. Soon after Malaysian university INTI International University & Collegereleased a two-part parody called “Descendants of the Sun – #Macha vs #Taeyang” which rode on the popular Korean series .

Broadcaster Astro as well said in March this year that it will be bringing  more Korean entertainment premiering on the same day as Korea to lure in audiences.


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