Cathay wants travellers across Southeast Asia and Oceania to know that Hong Kong is The Most Fun Per km². 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 prove it, Leo Singapore and Cathay Pacific 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 kilometreof Hong Kong. The social campaign follows a successful first iteration launched in Southeast Asia in 2025.

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,” stated Nicholas Tay, Cathay Pacific 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,” added Asheen Naidu, Leo Singapore 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.”

To help travellers turn inspiration into action, every featured square kilometre is also displayed on a dedicated campaign microsite, where curated itineraries are paired with attractive fares from Cathay Pacific, making it easy to move from discovery to booking.

Credits:
Client: Cathay Pacific Airways 
Regional Head of Customer Travel and Lifestyle, Southeast Asia & Oceania: Nicholas Tay
Regional Head of Marketing, Southeast Asia & Oceania: Ashley Ho
Travel Marketing Manager, Southeast Asia: Jing Pei Lim
PR & Social Media Manager, Southeast Asia: Melissa Koh
Travel Marketing Manager, Oceania: Kelly Arnison
PR & Social Media Manager, Oceania: Elizabeth Trevallion 

Creative Agency: Leo Singapore
Managing Partner: Lena Liew
Executive Creative Director: Asheen Naidu
Senior Planner: Wong Teng Fon
Creative Director (Copy): Boston Ho
Creative Director (Art): Eugene Yow
Senior Art Director: Max Tan
Senior Copywriter: Renee Choo
Account Director: Darren Lee
Associate Account Director: Fang Yi Tan

Media Agencies: Starcom Singapore & Spark Foundry Australia

Production Company: We Are One Singapore
Director: Daniel Joshua Lee
Director of Photography: Kenneth Ang
Head of Accounts & Producer: Lee Yun Hou
Post Production Editor:s Levina Maida, Marcus Teo & Meldon Long