HK Express Launches “Self-Love through Travel”, a New Brand Campaign Encouraging Self-Care via Travel

Embrace self love through travel,
The “HK Express Fly Pass” returns for a limited time — your reason to Gotta Go in 2026*
Two round trips, flexible combinations, from as low as HK$648*

Hong Kong, 24 February 2026 – As the pace of city life continues to accelerate, more people are turning to travel as a way to slow down and make space for themselves. Today, HK Express launches “Self-Love through Travel”, a new brand campaign that integrates the idea of self love into its brand philosophy, encouraging people to backgrounds use travel to reconnect with themselves.

The campaign follows three creators from Hong Kong, Chinese Mainland and South Korea, each illustrating how individuals from different backgrounds use travel to reset their rhythm and rediscover their sense of self — reinforcing the idea that travel can also be a powerful expression of self love.

The campaign film follows three creators and athletes on journeys without checklists or ideal itineraries. Instead, it focuses on moments of movement and pause — and on rediscovering what it means to travel for oneself. Through these stories, HK Express presents travel not as an escape, but a gentle, honest conversation with oneself.

Three stories, three ways of travelling with self-love
We bring the campaign theme, “Self-Love through Travel”, to life with three personal stories of people who rediscover their passion on three distinctive journeys.

Benson, Independent Filmmaker, Hong Kong
When his films struggled to find screening opportunities, Benson took his work to the streets — and himself off his familiar path. Through travel, he reconnected with the original motivation behind his creativity, and with the wider world around him.
Binnie, Dancer, Chinese Mainland
After achieving her longheld dreams, life began to feel unexpectedly heavy. A short journey away from familiar surroundings helped her rediscover the joy of movement and reminded her of the importance of caring for herself amid a busy life.
Hyojoo, Longboard Athlete, South Korea
As attention and expectations continued to grow, Hyojoo found herself losing direction. Travelling through different cities on her longboard, she reconnected with the simple joy that first drew her to the sport.

Bringing travel back to your own rhythm
Jeanette Mao, CEO of HK Express, said: “HK Express is a young and vibrant brand that dares to be different. The "Self-Love through Travel” campaign invites people to reimagine the meaning of travel — travel is no longer merely about reaching a destination, but about creating a moment to recalibrate, time away from daily routines and reconnecting with their inner selves at their own pace. Through our flexible flight options and extensive Asian network, HK Express aims to empower customers to travel on their own terms, embrace spontaneous journeys, and unlock a style of travel that reflects their own version of self-love.”

Click here to watch the Self-Love through Travel campaign film.

Limited-time “HK Express Fly Pass”* offer — Fly for yourself the way you want

To celebrate the campaign launch, HK Express is galloping into the Year of the Horse with the return of “HK Express Fly Pass”*. Wherever your rhythm takes you, HK Express’s flexible and affordable flight options allow travellers to travel whenever they wish, making time for self‑love, and enabling them to travel on their own terms and embrace the spirit of “Gotta Go Your Way.”

Starting today to 11:45 PM on 28 February from HK$648*, customers can enjoy two round‑trip ticket combinations (1+1) for the price of one, choosing from all our Asian destinations, including South Korea, Thailand, Vietnam, Malaysia, Japan, Taiwan China, Chinese Mainland, the Philippines and more. More journeys, more value, and more ways to fly your way in the new year — all at an incredible price.

The new limited‑time “HK Express Fly Pass”* allows customers to conveniently purchase round‑trip tickets (“Essential” or “Max” fares) across two different destination zones. Available from 24 February 2026 (3:00 PM) to 28 February 2026 (11:45 PM), customers can purchase the pass through our designated webpage^. Travel dates for this promotion run from 9 March to 31 August 2026.

Still planning your 2026 getaways? This is the perfect chance to secure better fares and lock in not just one, but two adventures ahead. Availability is limited and offered on a first‑come, first‑served basis. Act fast before they are gone!

Fly Pass Zones:

Zone	Destinations
Zone 1	Fukuoka, Hiroshima, Ishigaki, Komatsu, Nagoya, Okinawa, Osaka, Sendai, Takamatsu, Tokyo (Narita/Haneda)
Zone 2	Busan, Daegu, Jeju, Seoul
Zone 3	Da Nang, Hanoi, Phu Quoc, Bangkok, Chiang Mai, Phuket, Kota Kinabalu (Sabah), Kuala Lumpur (Subang), Penang, Clark, Manila
Zone 4	Beijing (Daxing), Changzhou, Guiyang, Ningbo, Sanya, Yiwu, Kaohsiung, Taichung, Taipei

“Essential” Fares (Including one Small Personal Item and one 20KG Checked Baggage):

Pick your combo – fares from as low as	Zone 1	Zone 2	Zone 3	Zone 4
Zone 1	HK$1,408*	HK$1,328*	HK$1,128*	HK$1,028*
Zone 2	HK$1,328*	HK$1,248*	HK$1,048*	HK$948*
Zone 3	HK$1,128*	HK$1,048*	HK$848*	HK$748*
Zone 4	HK$1,028*	HK$948*	HK$748*	HK$648*

_{The above prices are based on selecting the “Essential” fare for both trips.}

“Max” Fares (Including one Small Personal Item, one Cabin Baggage, one 32KG Checked Baggage and Standard Seat Selections):

Pick your combo – fares from as low as	Zone 1	Zone 2	Zone 3	Zone 4
Zone 1	HK$1,768*	HK$1,768*	HK$1,588*	HK$1,528*
Zone 2	HK$1,768*	HK$1,768*	HK$1,588*	HK$1,528*
Zone 3	HK$1,588*	HK$1,588*	HK$1,408*	HK$1,348*
Zone 4	HK$1,528*	HK$1,528*	HK$1,348*	HK$1,288*

_{The above prices are based on selecting the “Max” fare for both trips.}

Booking Procedures:

1	Select your passenger count, zones and destinations. Choose between round-trip or open-jaw (Note: open-jaw is available for destinations within the same region only).
2.	Pick your preferred flight times and fare categories for each segment. You can flexibly choose between “Essential” or “Max” fares independently for different segments of your journey.
3.	Fill in your information. Make sure it matches your travel documents exactly.
4.	Add any Extras you need (such as seat selection, checked baggage, travel insurance, or in-flight meals).
5.	Complete your purchase via Credit Card, Alipay, or WeChat Pay. You’ll receive a confirmation email once payment is confirmed.

Self-Love travel mode – The journey continues

Throughout 2026, HK Express will continue to introduce more brand content and travel experiences, supporting travellers as they explore the world at their own pace. Visit the HK Express official website and follow us on Facebook and Instagram for the latest stories, campaigns and limited-time travel deals. Start your journey of self-love today!

_{*Limited availability. Terms and conditions apply. HK Express Fly Pass is available for same passenger booking only and valid for round-trip bookings originating from Hong Kong. The promo fares listed are not applicable to one-way tickets. Fares do not include taxes and surcharges. The final settlement amount is subject to the exchange rate; please refer to the system display. HK Express Flexi is not applicable to the HK Express Fly Pass.}

_{^Offers are not applicable via HK Express mobile app and WeChat mini-app.}

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