Cathay Pacific maps out Hong Kong one KM² at a time for SEA explorers

Cathay Pacific has launched a vibrant campaign titled "The most fun per KM²", inviting travellers from Southeast Asia to rediscover Hong Kong through fresh eyes one square kilometre at a time. Created in partnership with the Hong Kong Tourism Board (HKTB), the campaign celebrates the city's density of culture, cuisine, heritage, and adventure packed into each pocket of its 1,104 km² footprint.

Unveiled on 3 July 2025, the social-led campaign follows the journeys of three travellers, Kai, Irny, and Suhada, as they explore distinct 1 km² areas of Hong Kong, highlighting just how diverse each corner of the city can be. From tranquil fishing villages to neon-lit urban streets and heritage-rich enclaves, their adventures reflect the multifaceted nature of the city and aim to inspire visitors to carve out their own unique experiences.

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“Through 'The most fun per KM²', we’re highlighting how every corner of Hong Kong, whether in downtown Central or the outlying islands, is packed with excitement, culture, and discovery,” said Jonathan Ng, SEA regional head of customer travel and lifestyle, Cathay Pacific. “Hong Kong may span just 1,104 km² but it’s a bustling metropolis offering a kaleidoscope of experiences," he added. 

Each of the campaign’s featured travellers showcases a different slice of Hong Kong. Kai uncovers the rustic charm of Tai O, a stilt-house village often called the “Venice of the East.” His itinerary includes panoramic boat rides, silky tofu pudding from Tofu Grandma Station, and quirky souvenirs at Shui Mui store.

Lifestyle blogger Irny takes viewers through the neon-glow and shopping buzz of Tsim Sha Tsui, while highlighting Muslim-friendly eateries like Marouf and Puff Bake.

Meanwhile, Suhada explores the artistic and cultural side of Central, stopping by the rejuvenated Central Market, hunting for antiques on Cat Street, and sipping coffee at On The Hill Coffee Bar, housed in what was once a jail cell at Tai Kwun, now a heritage and arts centre.

“We’re delighted to partner with Cathay Pacific on this campaign that brings to life the incredible depth and diversity of Hong Kong,” said Liew Chian Jia, regional director of Southeast Asia at the Hong Kong Tourism Board. “By spotlighting hidden gems and local experiences, the campaign reveals just how much variety and excitement can be found throughout the city," added Liew. 

Creative agency Leo Burnett Singapore brought the campaign to life, with its group executive creative director Asheen Naidu explaining, “Our vision was to showcase how proximity fuels possibility in Hong Kong—where a Michelin-starred restaurant, a jazz bar, and a heritage trail can all exist within a single square kilometre.”

As the city continues to see a rise in tourism, recording a 12% year-on-year increase in visitor arrivals since the start of 2025, the campaign comes at a timely moment. Travellers can also look forward to major upcoming events in Hong Kong, including K-pop concerts from LE SSERAFIM and Riize, as well as the Hong Kong Football Festival featuring global football giants like Arsenal, AC Milan, and Liverpool FC.

Named one of the world’s top three best airlines by the 2025 Skytrax World Airline Awards, Cathay Pacific continues to elevate the travel experience. With "The most fun per KM²", the airline invites travellers both seasoned and new, to explore Hong Kong’s ever-surprising landscape, proving that even the smallest corners of the city can offer the most unforgettable adventures.

Earlier this week, Cathay Cargo unveiled an AI-inspired campaign featuring sloths, flamingos, alpacas, penguins and other adorable creatures, highlighting its meticulous care and attention that each animal receives when travelling with Cathay Cargo’s live animal services.

Cathay Cargo is the air-freight business division of the Cathay Group and one of the leading air-cargo operators in the world, operating from its hub in Hong Kong. Cathay Cargo offers scheduled freighter services to over 40 destinations worldwide, in addition to utilising belly capacity on the group’s passenger flights to over 100 destinations, according to the release.

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