AirAsia’s head of marketing for HK and Macau departs

AirAsia’s head of marketing for Hong Kong and Macau, Terence So (pictured), has departed to join Airport Authority Hong Kong (AAHK) as assistant general manager, corporate branding and marketing, effective 1 September 2025. 

In a conversation with MARKETING-INTERACTIVE, So said he would like to take this new opportunity, which he believes is one of the key drivers of Hong Kong, while he remains very interested in the aviation industry. In his new role, So reports to Karen Ng, general manager, corporate branding and marketing.

During his over two-and-a-half-year tenure at AirAsia, So was the market lead responsible for driving business and brand growth for Hong Kong and Macau. He re-established the brand through innovative initiatives, such as Asia's first blind box travel experience in partnership with CLS Holiday, allowing Hongkongers to book trips to mystery destinations.

So also spearheaded business growth by launching the first-ever fifth freedom route from Hong Kong to Okinawa, along with other new routes. He established a team focused on development post-pandemic and implemented integrated marketing strategies that included branding, digital initiatives, insights, performance, and partnerships.

For example, So led the "Bestie wild ride" (老Best大癲遊) travel campaign in April last year. It aimed to inspire and engage younger travelers in Hong Kong and Macau. Featuring local DJs Jessica Ho (謝茜嘉), Dickson Yu (余德丞), and Ah Jeng (阿正), as well as Yanny and Elka from the local girl group Lolly Talk, this initiative encouraged travellers to explore vibrant destinations through music and adventure.

Furthermore, So developed a communication platform post-pandemic centered around the creative theme "Small win, big happiness" (喜細飛) in Hong Kong and Macau. As part of this initiative, he led various marketing campaigns, including flash mobs and a giant claw machine, to highlight the brand and its unique selling proposition to consumers.

Don't miss: AirAsia invites HKers to record excitement about its new route

Before joining AirAsia, So accumulated experience in marketing, loyalty, branding, and digital initiatives across several brands, including Lee Kum Kee, digital life insurer Blue, Shangri-La Hotels and Resorts, and Hong Kong Airlines.

“I am deeply grateful for the trust to shape bold campaigns and creative ideas, together with a team that passionately redefines travel for the region. AirAsia’s fun, energetic culture empowered us to disrupt the market and build a brand recognized for its innovation and influence,” So said.

“I am very glad to join AAHK at this pivotal moment, where I can make a meaningful contribution to the city’s continued success as a Hongkonger,” he added.

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