HK Express puts self-love on the itinerary

HK Express has launched a new brand campaign that integrates the idea of self-love into its brand philosophy, empowering consumers to use travel to reconnect with themselves. 

Also known as "Self-love through travel", the campaign follows three creators from Hong Kong, Chinese Mainland and South Korea, each illustrating how individuals from different backgrounds use travel to reset their rhythm and rediscover their sense of self — reinforcing the idea that travel can also be a powerful expression of self‑love.

The campaign film follows three creators and athletes on journeys without checklists or ideal itineraries. Instead, it focuses on moments of movement and pause — and on rediscovering what it means to travel for oneself. Through these stories, HK Express presents travel not as an escape, but a gentle, honest conversation with oneself.

The campaign is designed for travellers across Asia. Increasingly, people from all walks of life and of all ages are seeking ways to improve their mental wellbeing — and travel plays a meaningful role in fostering healing and as a new form of self‑care.

Self‑Love brand campaign positions travel as an act of self‑love, encouraging people to pause, reconnect with themselves, and make personal choices that prioritise mental well‑being and joy. The campaign reframes travel from a functional activity into an emotional and psychological benefit—a way to practice self‑care and rediscover purpose.

The theme of self-love is brought to life through three distinct personal stories:

Benson, a local independent filmmaker from Hong Kong, took his work to the streets when screening opportunities became scarce. Through travel, he reconnected with the original motivation behind his creativity—and with the world around him.

Binnie, a Chinese dancer, found life feeling unexpectedly heavy after achieving long-held dreams. A short journey away from familiar surroundings helped her rediscover the joy of movement and reminded her of the importance of self-care amid a busy life.

Hoyojoo, a South Korean longboard athlete, began to lose direction as attention and expectations mounted. Travelling through different cities on her longboard, she reconnected with the simple joy that first drew her to the sport.

To celebrate the campaign launch, HK Express is galloping into the Year of the Horse with the return of the HK Express Fly Pass. Wherever one's rhythm takes them, the airline’s flexible and affordable flight options allow travellers to journey on their own terms—making time for self-love and embracing the spirit of “Gotta go your way.”

From 24 February to 28 February, 11:45pm, customers can enjoy two round-trip ticket combinations for the price of one, starting at HK$648. The offer covers all HK Express Asian destinations, including South Korea, Thailand, Vietnam, Malaysia, Japan, Taiwan, Chinese Mainland, the Philippines, and more. The limited-time pass allows travellers to conveniently purchase round-trip tickets across two different destination zones.

Jeanette Mao, CEO of HK Express, said: “HK Express is a young and vibrant brand that dares to be different. The 'Self-love through travel' campaign invites people to reimagine the meaning of travel — travel is no longer merely about reaching a destination, but about creating a moment to recalibrate, time away from daily routines and reconnecting with their inner selves at their own pace."

"Through our flexible flight options and extensive Asian network, HK Express aims to empower customers to travel on their own terms, embrace spontaneous journeys, and unlock a style of travel that reflects their own version of self-love," she added.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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