Malaysia Airlines ushers in 2026 with global ‘Time for new chapters’ campaign

Malaysia Airlines has kicked off 2026 with a new global campaign titled "Time for new chapters", inviting travellers to embrace fresh beginnings and plan meaningful journeys across the year ahead.

The campaign centres on the idea of travel as a marker of life’s transitions, whether it is leisure holidays, family reunions, milestone moments or business trips. Running from 7 to 20 January 2026, for travel up to 30 November 2026, the initiative positions Malaysia Airlines as a companion for travellers looking to map out their year early, while reconnecting with destinations near and far.

As part of the campaign, the airline is spotlighting its expanding network, encouraging travellers to rediscover familiar favourites alongside new destinations. This includes long haul routes such as London, Seoul and Shanghai, as well as regional destinations like Cebu, Siem Reap and Krabi, which are accessible via sister airline Firefly from KLIA Terminal 1.

Don't miss: Malaysia Airlines takes flight with new culture-inspired safety video

The campaign also ties in with Malaysia Airlines’ "Bonus side trip" programme, which allows international travellers to add a domestic Malaysian destination to their itinerary. From Penang’s cultural heritage to Langkawi’s beaches, the programme positions Kuala Lumpur as a gateway into Asia, supporting the broader Visit Malaysia 2026 push.

Beyond connectivity, "Time for new chapters" highlights the airline’s onboard experience as a key part of the journey. Travellers flying on Malaysia Airlines’ next-generation A330neo aircraft to destinations including Tokyo, Bali, Melbourne, Sydney and Auckland can expect upgraded cabin comfort, ergonomically designed seating and large high-definition inflight entertainment screens. Selected aircraft also feature complimentary Wi-Fi across all cabin classes, alongside the MHstudio entertainment platform.

Food also plays a central storytelling role in the campaign. Malaysia Airlines has rolled out its 2026 Best of Malaysia and Best of Asia inflight menus, bringing regional flavours onboard. Best of Malaysia features rotating, state-inspired dishes, beginning with Selangor favourites such as daging semur (spiced beef stew) and ayam semur (braised chicken) served with nasi minyak (Malay pilau rice) on selected routes from Sabah and Sarawak to Kuala Lumpur.

Meanwhile, the Best of Asia menu will spotlight South Korean-inspired dishes from January to February, followed by Thai-inspired selections from March to April. These offerings will be available across selected regional routes in business suite, business class and economy class.

MAB’s “Time for” campaign, which launched earlier last year, was developed as a strategic narrative to mark a new chapter for the carrier. With thematic storytelling and a consistent “Time for…” headline treatment, the airline positioned itself around the idea that it is always the right time to travel with Malaysia Airlines. The campaign has since rolled out globally across multiple platforms and destinations.

Meanwhile in September 2025, Malaysia Airlines also launched a new inflight safety video, titled "Where culture takes flight", celebrating Malaysia’s heritage and scenic destinations.

Reservoir Productions was tasked with creating a refreshed safety video that complied with regulations while reflecting the airline’s evolving brand identity. The brief focused on five pillars, including delivering a clearer tone of voice, creating a fresher and more premium look, and reinforcing the carrier’s position as both a global operator and national flag carrier.

The creative direction drew inspiration from past learnings, ensuring clarity of safety messaging remained central. The airline also wanted the film to align with the upcoming Visit Malaysia Year 2026 by showcasing cultural diversity and iconic landmarks. “Its calm, measured pace invites travellers to appreciate Malaysia’s beauty while keeping every safety step clear and easy to follow,” a Malaysia Airlines spokesperson told A+M.

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