The Most Fun Per KM2 campaign follows the unique adventures of three travelers each exploring a different 1 km2 of Hong Kong, filled with diverse experiences across food, shopping, art, history, nature, and more.
SINGAPORE, 3 JULY 2025 – Cathay Pacific has unveiled The Most Fun Per KM2, a new travel campaign inviting travelers across the Southeast Asia region to discover Hong Kong’s most vibrant districts and hidden treasures.
Hong Kong has witnessed a 12% year-on-year jump in total visitor arrivals1 since the start of 2025, signaling a growing interest in the city as a travel destination. Celebrating the richness and diversity of Hong Kong, this campaign surprises travelers by shining a spotlight on the city’s boundless energy – inviting both first-time visitors and seasoned explorers to uncover endless adventures in every square kilometer.
Launched in partnership with the Hong Kong Tourism Board, The Most Fun Per KM2 kicks off by following three passionate travelers – Kai, Irny, and Suhada – as they make their way through Hong Kong, finding unique attractions within the square kilometer they are assigned.
Jonathan Ng, Cathay Pacific’s SEA Regional Head of Customer Travel and Lifestyle said, “Through The Most Fun Per KM², we’re highlighting how every corner of Hong Kong – whether in downtown Central or the outlying islands – is packed with excitement, culture, and discovery.”
He continued, “Hong Kong may span just 1,104 KM2 but it is a bustling metropolis offering a kaleidoscope of experiences. It’s astonishing how in one corner, one can find neon-lit night markets and art-filled lanes; and in the next, serene temples and calming waterfronts – proving that no two square kilometers are ever the same. And as the home carrier of Hong Kong, we’re very proud to be part of that journey to help travelers experience all that the city has to offer.”
To inspire travelers to enjoy all that Hong Kong has to offer, the campaign adopts a fun and social-led approach to convey the spirit of The Most Fun Per KM2, where audiences can experience a slice of Hong Kong’s diversity in bite-sized itineraries through the adventures of the three travelers.
Kai will roam the stilt-house streets and bustling waterfront of Tai O, uncovering the charm of this historic fishing village. Often described as the “Venice of the East”, Kai will soak in panoramic views on a boat tour, savor the silkiest tofu pudding at Tofu Grandma Station, and buy cute souvenirs at the Shui Mui store.
Meanwhile, lifestyle blogger Irny will wander through the neon-lit buildings and vibrant streets of Tsim Sha Tsui, introducing Muslim-friendly eateries such as Marouf & Puff Bake, and exploring vintage finds. A reflection of Hong Kong’s multicultural and inclusive spirit, Muslim travelers will be spoiled for choice when it comes to dining, nature exploration and souvenir shopping in the city.
Lastly, culture curator Suhada will reveal heritage landmarks that have been transformed into trendy hotspots in Central. She will be visiting the rejuvenated Central Market, uncovering antique finds along Cat Street, and sipping coffee from a former jail cell at On The Hill Coffee Bar in Tai Kwun, now a heritage and arts center.
Watch their travel chronicles here, and discover curated experiences, hidden gems, and attractive fares – all designed to inspire visitors to explore every square kilometer of the city.
Liew Chian Jia, Regional Director of Southeast Asia, Hong Kong Tourism Board, said, “We’re delighted to partner with Cathay Pacific on this campaign that brings to life the incredible depth and diversity of Hong Kong. By spotlighting hidden gems and local experiences, both familiar and beyond the usual visitor hotspots, the campaign reveals just how much variety and excitement can be found throughout the city. We hope it inspires travelers to rediscover Hong Kong in new and unexpected ways.”
Asheen Naidu, Group Executive Creative Director, Leo Singapore added, “Our creative vision behind the campaign was to showcase the juxtaposition that defines Hong Kong, where its densely packed streets turn into a canvas for endless discovery. We wanted to highlight how proximity fuels possibility; where a Michelin-starred restaurant, a tucked-away jazz bar, and a shopper’s paradise can all exist within just one square kilometre. Through this campaign, we sought to embrace Hong Kong’s vibrancy and thus, built a narrative to position the city as a living mosaic of excitement, inspiration and delight.”
In addition to the attractions showcased in the campaign, visitors have much more to look forward to as they plan their travels to the city this year. An exciting line-up of events awaits in the upcoming months, including major K-Pop concerts such as those by Riize and LE SSERAFIM, the Hong Kong Football Festival featuring international clubs including AC Milan, Arsenal, Liverpool FC, Tottenham Hotspur, and more.
As Hong Kong’s home airline, Cathay Pacific is proud to support efforts to showcase Hong Kong as an exciting destination for arts, culture, and other world-class experiences. Recently named one of the world’s top three best airlines at the prestigious Skytrax World Airline Awards, Cathay Pacific continues to raise the bar for customer experience, allowing travelers to experience a taste of Hong Kong from the start of their journey. Through this campaign, Cathay Pacific invites visitors both old and new, to discover new facets of Hong Kong, where every square kilometer can offer the unexpected.
Get to know more via Cathay Pacific’s offers and Discover Hong Kong.
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