The initiative coincides with the upcoming opening of the brand in Penang, Malaysia, in the second quarter of 2026 and highlights the brand’s existing presence in the region.

The campaign also draws inspiration from Penang’s migrating bird motifs, commonly seen in local art and architecture, which symbolise movement, connectivity, and exploration. Through creative visuals and immersive storytelling, the brand encourages travellers to embrace curiosity and adventure under the brand’s tagline, ‘Stay Curious, Stay Capri.’ 

Participating properties include locations in Brisbane, Johor Bahru, Kuala Lumpur, Phnom Penh, Penang, and Singapore.

A central element of the campaign is a social media video challenge where participants can spot hidden birds in weekly posts across the brand’s official channels. 

Vernon Lee, regional senior vice president at Southeast Asia & Australia of Frasers Hospitality, said, “Capri by Fraser has always been about creating experiences that resonate with today’s travellers who are curious, connected, and dynamic. ‘Capri by Fraser Takes Flight’ reflects our commitment to regional connectivity and our passion for inspiring journeys across Southeast Asia and Australia.”

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The campaign features chef and author Audra Morrice, who fronts a content series exploring what prosperity looks like in modern Singaporean households. The videos involve Morrice visiting the homes of Singapore-based food creators Eric Youn, Daren Teo, and Shuang Yu, where they prepare Chinese New Year dishes together using Australian Pork.

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“Prosperity at the reunion table is about more than just wealth; it’s about the richness of the connections we make over a meal,” said Morrice. “When cooking for loved ones, your confidence starts with trust.”

The campaign is supported by outdoor and digital placements across Singapore. The Chinese New Year content series is currently live on Morrice’s Instagram account, as well as on the participating creators’ channels.

The campaign also revives the long-running “Flying Pig” mascot, which has been used in the market for over two decades. According to the brand, 84% of regular pork purchasers in Singapore identified the mascot as a symbol of trust and premium standards. The study also found that Australian Pork is most strongly associated with being clean, safe, and high-quality.

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Commissioned by the ASEAN-Malaysia National Secretariat under the Ministry of Foreign Affairs, the campaign aims to raise regional visibility and fly the flag for Malaysia ahead of the 47th ASEAN Summit this October.

The campaign supports Malaysia’s goal of delivering a “whole-of-nation” effort that reflects its leadership vision for a cohesive and forward-looking ASEAN. 

Mahek Shah, head of AirAsia Media said, “Our goal was to create a truly immersive campaign that touches every point of the travel journey. From the sky with our iconic aircraft liveries to the ground with AirAsia Ride, we are creating millions of high-impact impressions. 

Leveraging the airline’s expansive ecosystem, the campaign delivers consistent brand exposure across multiple passenger touchpoints—from pre-flight to in-flight to final destination. 

The ASEAN chairmanship logo is prominently featured on aircraft liveries, seatback materials, and digital out-of-home (DOOH) screens via in-flight tablets. 

Additional placements span the AirAsia MOVE duty-free catalogue, app and web banners, wrapped AirAsia Ride vehicles, and influencer-driven content across digital platforms.

Onboard, passengers experience the campaign mid-air via branded cabins, in-flight announcements, and display panels, while ground mobility through AirAsia Ride ensures continued visibility on city streets. 

This omnichannel strategy creates high-impact impressions across the full passenger journey, reinforcing Malaysia’s core chairmanship message of “Inclusivity and Sustainability”.

“This partnership showcases AirAsia Media’s unique ability to deliver comprehensive, multi-platform integrated online to offline (O2O) campaigns that build meaningful connections and drive awareness across Southeast Asia and beyond,” Shah explained. 

With thousands of delegates expected to descend on Kuala Lumpur for the Summit, the initiative demonstrates AirAsia Media’s strength in delivering integrated, online-to-offline (O2O) solutions at scale.

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According to a report from the Philippine News Agency, the partnership will entail popularizing research and development through a series of training and launching contests on the platform, namely #PinoyInnovator challenge, which focuses on creating a ‘gadget’ using household items, and another #PinoyScience challenge which requires TikTok users explain some of PCIEERD’s recent projects in layman terms.

“TikTok looks at this partnership as its contribution in creating a platform for people to learn. The partnership provides them with educational content that can be viewed by their users,” according to a statement by PCIEERD Executive Director Enrico Paringit.

He added, “The new partnership will provide capacity building for researchers and science communicators. Training will be done via Zoom meetings and will be facilitated by TikTok content creators.”

The partnership stems from the initial invitation of TikTok, encouraging PCIEERD to create an account on the platform in line with its popular ‘Pinoy Science’ Facebook page.

The #PinoyInnovator contest will run from February to March, and a winner shall be announced on April this year, while the #PinoyScience contest is slated to run  from April to July to this year, with  winners to be announced monthly.

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