KUCHING: AirAsia has teamed up with local sparkling juice brand Hausboom to launch a first-of-its-kind beverage series inspired by AirAsia’s flight destinations.
AirAsia Malaysia head of commercial Liyana Mahizzan said the collaboration with Hausboom reflects the airline’s mission to champion local innovation and to engage with the growing lifestyle consumer segment, particularly among the 21 to 35 age group — which makes up over 42 per cent of its customer base.
“As a proudly Malaysian airline, we are committed to building strong, homegrown partnerships that resonate with the communities we serve.
“Through this campaign, we are not only connecting with new audiences through bold, familiar flavours, but also giving back to our loyal guests with a chance to win unlimited flights for a year, along with exclusive prizes from SNAP, Hotels, RIDE, Ikhlas and more.
“This is part of our broader strategy to deepen our emotional connection with consumers, unlock value across new market segments, and reinforce AirAsia’s role as more than just an airline, but a lifestyle brand that empowers Malaysian entrepreneurs and communities,” she said in a statement issued by Air Asia yesterday (May 3).
She added that Air Asia remains committed to inspiring guests to venture beyond conventional boundaries and explore new destinations.
“As the airline with the most extensive network in ASEAN, our goal is to enhance their travel experiences through unique and enriching journeys, while cultivating a deeper spirit of adventure throughout the region,” she added.
Echoing the sentiment, Hausboom chief executive officer (CEO) Azri Zahier Azmi said that the collaboration is a perfect example of how Hausboom is adapting in bold, creative ways.
“Hausboom has always been about pushing boundaries and staying ahead of trends. In today’s fast-changing market, agility is key, and this collaboration is a perfect example.
“We have laid a strong foundation by anchoring our brand around three core lifestyle pillars: Hausboom Music, Hausboom Style and Hausboom Extreme, each connecting with diverse communities while staying true to our core audience.
“We are thrilled to be part of a campaign that not only showcases our best-selling drinks but also inspires our customers to dream bigger, travel further, and celebrate our local roots with pride,” he said.
Running until December 2025, the collaboration introduces nine limited-edition Hausboom bottles, each featuring a flavour inspired by a different AirAsia destination.
From Strawberry for Seoul to Roti Bakar for Kuala Lumpur, the series is a playful nod to the diversity of AirAsia’s network and the wanderlust of Malaysian consumers.
Other destinations include Almaty, Phu Quoc, Sihanoukville, Xi’an, Nairobi, Melbourne and Amritsar.
The destination themed bottles will be available at over 6,800 retail locations including 7-Eleven, KK Mart nationwide; CKS Retail, Bataras Hypermarket & Superstore and Servay Supermarket in Sabah; as well as SEN SEN Department Store and Everwin in Kuching.
