Cathay Pacific airline has launched a new social-first campaign titled ‘Hong Kong: The Most Fun Per km²’ which invites 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 per cent 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 kilometre 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 kilometre waiting to be explored.
“As Hong Kong’s home carrier, Cathay Pacific has long played a role in connecting travellers to the city,” 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 travellers to look beyond familiar landmarks and discover the extraordinary diversity of experiences in each of Hong Kong’s neighbourhoods, 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.”
