Cathay taps into HK’s collective memory for 80th anniversary

To celebrate its 80th anniversary, Cathay has unveiled a short film titled ‘The journey home’, a cinematic tribute inspired by eight decades of shared milestones between the airline and its passengers.

The film depicts a series of relatable memories, following the narrative of a daughter who parts ways with her mother in Hong Kong to chase her dreams and study abroad. This scenario resonates with audiences worldwide, capturing the inevitable highs, lows, and shared reflections that characterise such a life-changing journey.

Ultimately, the story illustrates how being apart can make a bond even tighter, an emotional insight that inspires the film’s tagline, ‘What takes us further, brings us closer together,’ while simultaneously symbolising the enduring relationship Cathay maintains with its global passengers.

Directed by David Tsui, one of Hong Kong’s most esteemed commercial directors, ‘The journey home’ doubles as a rich visual tribute to Cathay’s brand evolution since its first aircraft, ‘Betsy,’ took flight in 1946. From retro boarding passes to iconic uniforms and the famous ‘lettuce leaf sandwich’ livery that adorned aircraft from the 1970s to the 1990s, Tsui worked closely with the agency Leo Burnett Hong Kong along with a dedicated team of archivists and engineers to ensure every historical detail was meticulously recreated.

Done in partnership with Leo Hong Kong, this partnership resulted in a film peppered with ‘easter eggs’ designed to be unearthed by locals and aviation enthusiasts, including appearances of Hong Kong’s most popular plane-spotting locations and a nostalgic anthem inspired by an instrumental Barry White piece featured in Cathay’s classic advertisements.

Even the last line in the film, the PA announcement that says, “Welcome to our home, Hong Kong” was inspired by an overwhelmingly discussed topic on social media about how emotional Hong Kongers feel when they hear this on Cathay flights – and know they’ve truly returned home.

"As Cathay marks its 80th anniversary, it is a moment to reflect on the role the brand has played in people’s lives across generations. For eight decades, Cathay has connected people to what matters most – family, friends, opportunities, and aspirations – supporting them through every stage of their life journey. This milestone is also a tribute to Hong Kong and its people, whose spirit and history are inseparable from Cathay’s own legacy,” said Edward Bell, general manager brand, insights and marketing communications at Cathay.

“This was a once-in-a-lifetime opportunity to create a short film that aims to celebrate the ups and downs Cathay has shared with its passengers throughout eight decades. The film is quiet and contemplative – an invitation to reflect on all the journeys that people take in their lives. We want to stir up something inside our viewers and remind them that the most meaningful journeys are the ones that bring you closer to the moments and people who matter most to you,” said Christopher Lee, chief creative officer at Leo Hong Kong. 

Tsui added: “As a child, I vividly remember hearing the sound of aircraft flying low over Kowloon. I would always try to guess which airline it was – a memory that’s now captured in this film. I’ve been directing for 40 years, and I’ve always believed that the most powerful stories are the ones that feel lived-in. This one does. It’s not just about Cathay history, it’s about Hong Kong’s emotional memory. About how what takes us further can also bring us closer. This film is my thank-you letter to Cathay, the city, and to the enduring love between parents and children.” 

Cathay is rolling out a year-long calendar of activations and events to celebrate its anniversary. Earlier this year, it unveiled Cathay Pacific aircraft livery inspired by its much-loved ‘lettuce leaf sandwich’ branding, which also adorned Hong Kong’s trams. It has launched a curated collection of merchandise inspired by different eras in Cathay’s storied history. Throughout 2026, Cathay’s cabin crew will wear vintage uniforms – including designs by Balmain, Hermès, Nina Ricci and Hong Kong couturier Eddie Lau – bringing the evolution of the brand to life in true Cathay fashion.

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

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