HK Express and Joguman join forces to embrace travel individuality

HK Express has partnered with Korean dinosaur character Joguman, which embodies bringing small moments of fun and happiness to life, to celebrate individuality and diversity of travel experiences.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from HK Express said Joguman was chosen because of its playful, authentic, and adventurous personality, which resonates strongly with HK Express’ brand values. "Both brands share a “dare to be different” mindset- whether it is Joguman’s charming individuality or HK Express’ commitment to personalised travel experience."   

"For today’s travellers - especially the younger generation - travel means different things: relaxation for some, adventure for others, and personal growth for many. The collaboration with Joguman acknowledges these differences and unites travellers under the shared belief that every journey is shaped by personal choices. With Joguman’s charm and playful designs, we’re adding a touch of fun and creativity to the travel experience," added the spokesperson.

The campaign comes with a tagline "We're different and it's ok. Gotta go your way", which aligns with Joguman's philosophy: embracing individuality and celebrating diverse travel styles, said a spokesperson from HK Express. "Together, we empower travellers to personalise their experiences - because every journey should be as unique as the person taking it."

"At HK Express, we believe every traveller is different - just as no two journeys are the same. Some seek meticulously planned adventures, while others crave spontaneous foodie escapades. This partnership reinforces our philosophy of enabling travellers to explore on their own terms, embracing their unique travel styles," the spokesperson added.

Additionally, this partnership highlights Korea as a key market for the brand, being its second-largest destination network, added the spokesperson."It reflects our commitment to creating tailored experiences for every type of traveler while strengthening our presence in the region."

As Joguman's first airline partner in APAC, the partnership is set to run for one year until April 2026. The partnership targets young, fun-loving travellers who enjoy exploring Asia in their own unique style. It also appeals to fans of Joguman who resonate with its bold and energetic personality.

Additionally, the partnership is designed to attract flexible adventurers who value distinctive, personalised travel experiences that reflect their individuality. By combining Joguman’s playful charm with HK Express’ commitment to empowering travellers, this partnership speaks directly to those seeking unique and memorable journeys. 

To create excitement around the collaboration, HK Express shares a series of short animation videos featuring Joguman, highlighting its playful and adventurous personality. These videos, featuring Joguman in different colours in various destinations, are shared across the brand's social media platforms, including Instagram, Facebook, and Xiaohongshu, to connect with its audience in a fun and interactive way, said the spokesperson.

"Internally, we have decorated our office with Joguman-themed designs to bring this collaboration to life and create excitement among our team members. To maximise visibility, the partnership was also tied to the recent launch of our new Korean destinations, Daegu and Cheongju, which has already generated significant buzz on social media and among the general public." 

Additionally, the limited-edition Joguman merchandise will be available for purchase onboard HK Express flights, offering customers a unique way to commemorate their journey, added the spokesperson. "This exclusive offering is expected to attract strong interest from travellers, further enhancing their flight experience with HK Express."

By putting together this collaboration, HK Express wishes to defy conventions by being Hong Kong's low-cost airline brand, redefining travel by making travel accessible to more people for different purposes and aspirations, said the spokesperson. "We embody the spirit of adventure and individuality, encouraging travellers to explore the world on their own terms."

Collaborating with like-minded brands strengthens our positioning and reinforces HK Express' brand promises, the spokespersons said. "As our destination network grows, so does our ability to connect with target audiences who value unique, meaningful travel experiences. Joguman is the perfect partner to help us achieve this goal. Its artistic and whimsical personality aligns seamlessly with our mission to empower travellers, creating a collaboration that is both distinctive and emotionally resonant. Together, we bring our brand promise - 'Gotta go your way' - to life in a way that celebrates individuality and inspires travelers to create their own memorable journeys."

KK Ong, chief commercial officer at HK Express, said, “We seek partnerships with brands that share HK Express’ values of creativity, authenticity, and diversity. Joguman, as a beloved and playful Korean IP, perfectly aligns with our ‘Gotta go your way’ philosophy, which celebrates the uniqueness of every traveller. We are excited and grateful for this collaboration, which allows us to bring fresh, engaging experiences to our passengers while strengthening our connection with the Korean market. This partnership reflects our commitment to working with like-minded brands to inspire travellers across Asia and beyond.”

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