By The Malketeer
What if the secret to rediscovering Hong Kong lies not in sweeping itineraries but in zooming into the tiniest of neighbourhoods?
That’s exactly what Cathay Pacific’s bold new campaign, The Most Fun Per KM², aims to prove – that within every single square kilometre of Hong Kong lies a kaleidoscope of stories, surprises, and soul.
Launched in collaboration with the Hong Kong Tourism Board, this vibrant travel initiative invites travellers across Southeast Asia to explore Hong Kong’s most compelling districts – one fun-packed square kilometre at a time.
Amid a remarkable 12% year-on-year surge in tourist arrivals for 2025, The Most Fun Per KM² offers more than a promotional pitch.
It’s a cultural reframe – a nudge to look beyond postcards and hashtags, and instead discover the energy that pulses through every alleyway, corner stall, and harbour bend.
Three Travellers. Three KM². Infinite Possibilities.
To bring this vision to life, Cathay Pacific recruited three unique storytellers – Kai, Irny, and Suhada – each assigned a different 1 KM² patch of Hong Kong to explore and interpret.
These immersive travelogues, shared across social channels in snackable formats, invite viewers not just to follow – but to picture themselves within each story. Each micro-itinerary becomes a passport to possibility.
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Cathay’s Vision: Zoom In, Find More
“For a city spanning just 1,104 KM², Hong Kong packs in an astonishing range of experiences,” said Jonathan Ng, Cathay Pacific’s SEA Regional Head of Customer Travel and Lifestyle.
“You could be at a neon-lit market one moment, and at a peaceful temple the next. This campaign celebrates that density – where every square kilometre pulses with energy and excitement.”
The campaign’s social-first execution is as deliberate as its premise – catering to today’s digital-native travellers who plan with their thumbs and decide with their hearts.
Each traveller’s story delivers both inspiration and accessibility, demystifying Hong Kong’s layered character.
“As the home carrier of Hong Kong, we’re proud to be part of the city’s story,” added Ng.
“We want to help travellers not just fly to Hong Kong, but fall in love with every bit of it.”
Beyond the Map: What’s Next in Hong Kong
From a creative perspective, the campaign taps into Hong Kong’s DNA – a place where East meets West, tradition meets trend, and ancient rituals are carried out in the shadow of gleaming skyscrapers.
“We wanted to bring to life the juxtaposition that defines Hong Kong,” said Asheen Naidu, Group Executive Creative Director of Leo Singapore.
“Where a Michelin-starred restaurant, a tucked-away jazz bar, and a temple can all exist within walking distance. It’s a living mosaic of discovery.”
Liew Chian Jia, Regional Director of Southeast Asia at the Hong Kong Tourism Board, echoed that sentiment. “By spotlighting hidden gems and diverse experiences beyond the usual haunts, we hope to inspire a new wave of exploration among Southeast Asian travellers.”
And there’s more to come.
Hong Kong’s 2025 cultural calendar is packed with events – from mega K-pop concerts by Riize and LE SSERAFIM to the Hong Kong Football Festival, featuring global giants like AC Milan, Liverpool FC, and Tottenham Hotspur.
A World-Class Welcome from the Skies
Recently ranked among the top three airlines globally at the Skytrax World Airline Awards, Cathay Pacific continues to elevate the passenger experience – bringing a touch of Hong Kong onboard from the moment the journey begins.
With The Most Fun Per KM², Cathay Pacific doesn’t just promise a destination.
It delivers an invitation – to slow down, zoom in, and let the city unfold, one unforgettable block at a time.
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