Hong Kong, a city that combines colorful gourmet food, the night view of the port, and Eastern and Western cultures. Cathay Pacific subsidiary LCC Hong Kong Express held its first offline consumer brand event in Seoul on the 12th to raise brand awareness among Korean customers.
Since its first service to Seoul (Incheon) and Hong Kong in 2014, Hong Kong Express has expanded its routes to Busan, Jeju, and Daegu, and currently connects Hong Kong with four domestic cities. Furthermore, it plans to strengthen the competitiveness of the route not only for Korean tourists to travel to Hong Kong, but also for travelers who want to travel to Asian countries through Hong Kong.
In a press conference held in Seongsu-dong, Seoul on the 12th, Hong Kong Express expressed its willingness to continue investing in Korea, one of the major markets in Northeast Asia. “Korea is one of the key markets that Hong Kong Express considers important in the long run,” said Janet Mao, CEO of Hong Kong Express. “The number of passengers on routes to and from Korea from January to October this year exceeded 1 million, an increase of more than 20% compared to the same period last year.”
Air supply for Korea-Hong Kong routes is also on the rise. In 2026, the overall supply of regular seats to and from the two countries increased by 15.9% year-on-year, and during the same period, the supply of seats on that route by Hong Kong Express increased by 29%. Currently, Hong Kong Express accounts for about one-third of the total regular seat supply on Korea-Hong Kong routes, and is expanding its presence in the Korean market by operating up to 68 flights per week on those routes.
Hong Kong Express…Safety and cost-effectiveness, network focus
Hong Kong Express puts safety and price competitiveness in the Korean market and a route network that connects all of Asia as its core competitiveness.
Airline rating agency Aerine Ratings named Hong Kong Express the “world’s best low-cost airline” in 2026. Previously, in 2025 and 2026, it was also selected as the ‘world’s safest low-cost airline’ for two consecutive years. It is explained that it has been recognized internationally for its competitiveness as a low-cost airline in terms of in-flight service and passenger experience as well as aviation safety.
Hong Kong Express currently operates flights to 36 destinations across Asia based in Hong Kong, and its strategy is to provide travelers with a variety of destination options by utilizing its parent company Cathay Pacific’s global route network.
Convenience in the reservation and boarding process is also being strengthened. In addition to expanding digital services using in-flight QR codes, it operates up to 68 flights a week connecting Hong Kong with four cities: Seoul (Incheon), Busan, Jeju, and Daegu. It also supports domestic simple payment methods such as Kakao Pay and Naver Pay when booking tickets on its official website, enhancing the convenience of Korean customers’ purchases.
Meanwhile, Hong Kong Express is the first brand pop-up in Korea to be held at Understand Avenue in Seongsu-dong? With the ‘Hong Kong Express Airlines’ as an opportunity, it plans to strengthen communication with Korean consumers and expand contact with local markets.
The pop-up consisted of a total of four spaces: △gate & runway △ check-in experience △ arrival in Hong Kong △ DIY in Hong Kong. Various experience programs have been prepared so that visitors can experience Hong Kong’s unique atmosphere and feel the excitement of travel in downtown Seoul. Starting with the “Travel Propensity Test” held in the gate and runway space, major programs can participate in a themed photo zone decorated with neon signs, street signs, and airport information boards in Hong Kong. There is also an indoor space where you can watch Hong Kong movies and a Hong Kong DIY zone where you directly produce aircraft-shaped keycap keyrings.
“This campaign is designed to promote Hong Kong’s vibrant charm, while also introducing Hong Kong Express’ unique personality and values and the travel experience we offer,” CEO Janet Mao said, adding, “We look forward to welcoming visitors to Understand Avenue by November 15.”
[Lee Seungyeon, reporter from Maekyung City Life Department. seungyeon@mk.co.kr Photo by Hong Kong Express, reporter Lee Seungyeon]
