Cathay empowers youth and uplift lives through new community collabs

In celebration of its 80th anniversary, Cathay has unveiled new community initiatives and partnerships with charity organisations, including Rugby For Good and HandsOn Hong Kong, as part of its commitment to being a positive force for Hongkongers.

The new initiatives align with Cathay’s aim to uplift 80,000 lives in 2026 through an expanded range of community programmes built around youth development, sports, and arts and culture. 

In collaboration with Rugby For Good (橄欖成長基金), Cathay will launch the “Cathay GET, SET, MOVE” programme to engage primary and secondary school students through rugby‑based activities that foster mental and physical wellbeing. 

Meanwhile, Cathay and HandsOn Hong Kong (牽手香港) will join forces to support year-round volunteer efforts for charities across Hong Kong, encouraging more people, including Cathay volunteers, to participate in community service.

Furthermore, Cathay has launched the 2026 edition of the "Cathay I can fly" programme, featuring aviation-themed activities. This year’s first two consecutive aviation explorer days took place over the past weekend (7 February). Organised with the support of the Hong Kong government’s “Strive and rise” programme and various community partners, the event saw around 800 students explore the world of aviation. Participants toured Cathay City and engaged in sharing sessions with Cathay pilots, cabin crew, and employees. These experiences provided insights into diverse career pathways in aviation and encouraged students to consider future opportunities in the industry.

Throughout 2026, Cathay will continue to roll out a series of activities centred on education, discovery and exploration under the programme. These include three aviation explorer day weekends held across the year; the "I can fly youth academy" in July and August, taking students to Hong Kong, mainland China and Adelaide for immersive aviation experiences; and the discovery flight in September, which coincides with Cathay’s birthday month.

Cathay chief customer and commercial officer, Lavinia Lau, said: “For 80 years, Cathay has been on a shared journey with our home city, Hong Kong, navigating challenges, embracing change and growing together. As we mark this milestone, we remain committed to being a force of positivity for the community. Our new partnerships with Rugby For Hong Kong and HandsOn Hong Kong reflect our dedication to empowering people and creating meaningful, lasting impact. Together with our partners, we look forward to uplifting 80,000 lives this year as we continue to move people forward in life."

Cathay's director of social welfare Edward To said: “Today, we are here to witness the launch of Cathay’s community initiatives for 2026, which are expected to uplift more than 80,000 lives in Hong Kong, with a focus on youth development. I would like to express my heartfelt gratitude to Cathay for its continued support of the 'Strive and rise' programme.”

“Across the programme’s three cohorts, Cathay has organised more than 45 thoughtfully curated activities, enabling around 4,000 participants to gain deeper insights into the aviation industry and inspiring them to explore boldly and broaden their horizons. With a new line-up of diverse initiatives on the way, Cathay will continue to provide young people with knowledge, inspiration and opportunities to realise their full potential,” he added. 

MARKETING-INTERACTIVE has reached out to Cathay for more information. 

Don't miss: Cathay Pacific transforms Hong Kong trams into moving history

Apart from community initiatives, Cathay is launching a series of activities throughout 2026 to celebrate its 80th anniversary. These include the return of its iconic retro 'lettuce leaf sandwich' liveries on an Airbus A350. As part of its anniversary campaign themed "80 years together“, Cathay aims to celebrate its legacy of advancing its home city and connecting people and global customers since 1946.

Cathay Pacific has also brought four iconic aircraft liveries to life on Hong Kong’s trams, transforming them from the runways to the city streets.

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