AirAsia takes flight with Dolla for ASEAN Day travel series

AirAsia is marking the 58th ASEAN Day by spotlighting the region’s culture, diversity and unity through a new travel video series, "Unlock ASEAN in real life", starring Malaysia’s pop sensation Dolla.

In conversation with A+M, the airline said Dolla was chosen because their energy, youth appeal and creativity reflect the spirit of exploration the campaign aims to embody.

“Their vibrant image helps the series resonate with younger audiences across the region,” said AirAsia. The group’s established fanbase, particularly among Gen Z, also ensures strong organic reach, with fans likely to engage and share content, amplifying the series’ presence across Southeast Asia.

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The series takes viewers to six destinations - Yogyakarta, Nha Trang, Da Lat, Pattaya, Sandakan and Miri - all connected by AirAsia’s network. According to the airline, the destinations were strategically chosen to highlight both the airline’s connectivity and a rich mix of cultural, scenic and experiential offerings. The aim was also to spotlight lesser-known yet culturally vibrant destinations, captured through a fresh lens to inspire Gen Z travellers who value curiosity, authenticity and adventure.

In the trailer released earlier this month, Dolla is seen exploring all six destinations, sampling local delicacies in Yogyakarta, browsing the vibrant Nha Trang night market, and visiting the Bornean sun bear conservation in Sandakan.

The trio also brings energy to each stop, dancing in front of iconic landmarks and taking in scenic spots along the way.

Production began in May and wrapped in early August, with around four to five days of filming in each location. While travelling across six destinations posed challenges, one memorable moment stood out at Datanla Waterfall in Da Lat, Vietnam, when heavy rain poured down mid-shoot as the team rode the coaster. “This unexpected scene made it into the episode,” the airline shared.

"Unlock ASEAN in real life" will premiere exclusively on the VIU app every Friday at 12pm, starting 8 August 2025. AirAsia said VIU was chosen for its strong reach across Southeast Asia and its alignment with digital-savvy viewers. The platform’s regional accessibility, paired with Dolla’s popularity, is expected to maximise engagement.

At present, the campaign is targeted exclusively at the Malaysian market, as AirAsia’s agreement with Universal Music covers Malaysia only. However, the airline said it is open to expanding the concept into a recurring series depending on reception and engagement levels.

In tandem, AirAsia released a special video on its social media channels featuring cabin crew from Malaysia, Indonesia, Thailand, Cambodia and the Philippines.

Set to an original in-house soundtrack, the video showcases the airline’s Allstars from across the region performing a lively dance routine, highlighting their diversity.

To encourage travel across ASEAN, AirAsia is also offering one-way fares from RM59 to destinations including Johor Bahru, Bintulu, Da Lat, Nha Trang, Chiang Mai, Makassar, Krabi and Brunei.

ASEAN Day, celebrated annually on 8 August, marks the founding of the Association of Southeast Asian Nations. As the only airline connecting all 10 ASEAN countries, AirAsia said it remains committed to fostering regional connectivity while showcasing the stories, people and cultures that make Southeast Asia unique.

The campaign also follows AirAsia’s push into the digital realm with the official debut of AirAsia World on Roblox.

The platform creates a new playground for fans to explore ASEAN cultures through gaming, merging travel, technology and entertainment beyond traditional aviation experiences.

Built around two pillars, ASEAN exploration and rewarding experiences, AirAsia World delivers immersive gameplay and cultural discovery. Players can navigate vibrant metaverse destinations inspired by ASEAN cities, interact with culturally themed environments, complete gamified challenges, and collect in-game rewards through seasonal updates and creative tasks, the airline said in a statement.

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