Cathay Pacific has unveiled Hong Kong: The Most Fun Per km², a social-first campaign inviting travelers across Southeast Asia and Oceania to experience Hong Kong through its concentration of experiences within compact neighborhoods. The campaign follows a first iteration launched in Southeast Asia in 2025.
The campaign comes as Hong Kong continues to welcome more international visitors. According to the Hong Kong Tourism Board, the city recorded 26.7 million visitor arrivals in the first half of 2026, a 13% year-on-year increase.
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At the heart of Hong Kong: The Most Fun Per km² is a simple idea: Hong Kong’s greatest strength is its density. While seemingly small, you can find in a single square kilometre dai pai dongs (street-side hawkers), Michelin-starred restaurants, independent cafés, hidden bars, cultural landmarks, markets and nature trails—all without traveling far.
To bring the campaign to life, Cathay Pacific, together with Leo Singapore, partnered with creators from across Southeast Asia and Oceania — Jenn & Jon (@soimjenn), Irny (@trippplechins), Shayla (@itsshaylajay) and Lu & Lachy (@luisadaldin) — challenging each to explore their own square kilometer of Hong Kong.
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Rather than following the traditional travel-content formula of covering as much ground as possible, each creator uncovered the depth, character and variety found within their neighborhoods.
The square kilometer also became the campaign’s creative device across social platforms. On TikTok, each creator’s journey became a self-contained story of discovery. On Instagram, the platform’s grid was transformed into a map of Hong Kong, with every tile representing a different square kilometer.
“As Hong Kong’s home carrier, Cathay Pacific has long played a role in connecting travellers to the city,” said Nicholas Tay, Regional Head of Customer Travel and Lifestyle, Southeast Asia and Oceania, Cathay Pacific.
“Through Hong Kong: The Most Fun Per KM², we hope to encourage travellers to look beyond familiar landmarks and discover the extraordinary diversity of experiences in each of Hong Kong’s neighbourhoods, whether it’s an incredible meal, a quirky independent vintage shop or even one of Asia’s top 100 bars.”
“People often think of Hong Kong’s density as simply a physical trait. We saw it as the city’s unfair advantage. Because only in Hong Kong, the less ground you cover, the more you discover. That’s the kind of richer experience travellers crave today,” said Asheen Naidu, Groupe Executive Creative Director, Leo Singapore.
“So we worked with creators the region already follows, and deliberately limited the space each could explore, proving first-hand that in Hong Kong, less really is more.”
Visit the campaign’s microsite to learn more.
Credits
Cathay Pacific Airways
Regional Head of Customer Travel and Lifestyle, Southeast Asia & Oceania: Nicholas Tay
Regional Head of Marketing, Southeast Asia & Oceania: Ashley Ho
Travel Marketing Manager, Southeast Asia: Jing Pei Lim
PR & Social Media Manager, Southeast Asia: Melissa Koh
Travel Marketing Manager, Oceania: Kelly Arnison
PR & Social Media Manager, Oceania: Elizabeth Trevallion
Leo Singapore
Managing Partner: Lena Liew
Executive Creative Director: Asheen Naidu
Senior Planner: Wong Teng Fon
Creative Director (Copy): Boston Ho
Creative Director (Art): Eugene Yow
Senior Art Director: Max Tan
Senior Copywriter: Renee Choo
Account Director: Darren Lee
Associate Account Director: Fang Yi Tan
Starcom Singapore
Director: Sonny Macalino
Senior Manager: Lisa Chua
Planning Lead: Hannah Lim
Senior Planner: Syafiqah Khaja
Media Executive: Zulhilmi Izhar
Spark Foundry Australia
Client Director: Janice Tsang
Senior Client Executive: Matt Whyte
Senior Digital Activation Executive: Shivansh Bhardwaj
Production: We Are One Singapore
Director: Daniel Joshua Lee
Director of Photography: Kenneth Ang
Head of Accounts/Producer: Lee Yun Hou
Post Production Editor: Levina Maida
Post Production Editor: Marcus Teo
Post Production Editor: Meldon Long
Talents
Jenn Chia (@soimjenn)
Jon Liddell (@jonliddellplays)
Irny Irdawati (@trippplechins)
Luisa Dal Din (@luisadaldin)
Lachlan Smith
Shayla Mannings (@itsshaylajay)
