The lion dance is no stranger to Chinese New Year celebrations and AirAsia is casting fresh eyes on this age-old tradition with its three-minute video titled "The Boy and The Lion" conceptualised by its in-house brand team. The video depicts a young boy’s excitement as he travels to his grandmother’s house for the festive holiday period.
It shows the child's imagination as a young pilot, looking for the lion in the sky. He then snaps back to reality inside an AirAsia aircraft, en route to his grandmother’s house. The story continues as he immediately immerses himself in the intricacies of Chinese New Year tradition; from the importance of the reunion dinner to the symbolism of receiving a red packet from his father - giving him the luck he would need to find the lion.
Group head of branding Rudy Khaw said to a child, every journey is a grand adventure. "At AirAsia, that's exactly how we view travel. It isn't just a journey, but an adventure waiting to be unravelled. It's through travel that we find purpose, discover new experiences, reconnect with our loved ones and make new connections," he added.
Meanwhile, CEO of AirAsia Malaysia, Riad Asmat, said the airline wants to encourage consumers to start the new decade with excitement and childlike wonder, letting it light the path to achieve double blessings of abundance, adventure and happiness for the new year.