Cathay highlights Asia's diverse coffee culture in new documentary

Cathay Pacific has joined forces with Hong Kong creative production house ANYDOKO Studios to launch an 18-minute documentary showcasing Asia’s rich and diverse coffee cultures.

Streamed on Cathay’s online platform, Inspiration, as well as across its digital channels, the documentary elevates a popular feature from the airline’s print magazine into a cinematic, long-form experience. It forms the latest chapter in Cathay's "Gateway to Asia" campaign, a travel series designed to highlight destinations across the region.

Filmed across seven cities, the 18-minute runtime reflects a deliberate pivot toward immersive, long-form storytelling. The documentary dives deep into regional history and local traditions—taking viewers from traditional kopi in a bustling Singaporean hawker centre, to egg coffee in Ho Chi Minh City, to a rice-wine-infused latte in Shenzhen.

The film stars Cathay’s own in-house talent alongside passionate local baristas who share the craft behind their signature brews, including Hong Kong’s iconic yuen yeung—a smooth blend of seven parts Ceylon milk tea and three parts coffee.

"ANYDOKO helped bring to life a story that showcases our expertise as a trusted travel authority," said courtney murray, content marketing manager at Cathay Pacific. "We're incredibly happy with the result. It is a compelling piece of content that engages audiences, inspires travel, and strengthens trust and consideration for travel with Cathay."

"When Cathay approached us about exploring coffee in Asia, we immediately saw the potential for a larger story," said Vikash Autar, creative director at ANYDOKO Studios. "The initial conversation was around a shorter piece of content, but we knew these stories deserved a longer, more immersive format. Cathay was fully on board with creating something more in-depth. It also allowed us to work closely with Cathay's own on-screen talent, helping to prepare them for a longer documentary format as we travelled across seven cities to capture the essence of each destination."

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

This storytelling push builds on Cathay's broader efforts to capitalise on Asia’s booming coffee landscape. Previously, Cathay partnered with specialty brand The Coffee Academïcs to craft a bespoke blend designed to elevate the in-flight dining experience.

The initiative directly addresses a common pain point for travellers - inconsistent airline coffee - by tapping into Hong Kong’s sophisticated local coffee culture and bringing premium quality to 30,000 feet.

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