Cathay Pacific today unveiled Hong Kong: The Most Fun Per km², a new social-first campaign inviting travellers across Southeast Asia and Oceania to experience Hong Kong through a fresh lens—one that celebrates the city’s remarkable concentration of experiences within its compact neighbourhoods. This follows a successful first iteration of the campaign 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, representing a 13% year-on-year increase1, signalling continued momentum in inbound tourism and renewed interest in the destination.
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 travelling far.
To bring this 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 kilometre of Hong Kong.
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 neighbourhoods, demonstrating that some of Hong Kong’s most memorable experiences are found not in how far you travel, but in how deeply you explore.
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 and on Instagram, the platform’s familiar grid was transformed into a map of Hong Kong, with every tile representing a different square kilometer waiting to be explored.
“As Hong Kong’s home carrier, Cathay Pacific has long played a role in connecting travellers to the city,” says Nicholas Tay, Cathay Pacific’s Regional Head of Customer Travel and Lifestyle, Southeast Asia and Oceania. “Through Hong Kong: The Most Fun Per KM², we hope to encourage travelers to look beyond familiar landmarks and discover the extraordinary diversity of experiences in each of Hong Kong’s neighborhoods, 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, Leo Singapore’s Groupe Executive Creative Director. “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.”
To help travelers turn inspiration into action, every featured square kilometer is also showcased through a dedicated campaign microsite, where curated itineraries are paired with attractive fares from Cathay Pacific, making it easy to move from discovery to booking.
Visit the Campaign’s microsite here to learn more at https://flights.cathaypacific.com/en_SG/offers/hong-kong-most-fun-per-km2.html
CREDENTIALS
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)
