Hong Kong Express, the only low-cost carrier (LCC) based in Hong Kong, is focusing on securing Korean travelers in addition to its sales centered on local customers in Hong Kong. With the number of passengers using its Korea routes expected to surpass 1 million this year, the airline aims to expand its customer base by enhancing brand awareness and digital booking convenience. In particular, it plans to target not only direct flights connecting Korea and Hong Kong but also Asian travel demand that transits through Hong Kong.
Janet Mao, CEO of Hong Kong Express, stated at a press conference held on the 12th in Seongsu-dong, Seoul, "While we have primarily focused on travelers from Hong Kong until now, we are now seeking to secure more travelers coming into Hong Kong from overseas," adding that "Korea is our first destination."
Behind Hong Kong Express's efforts to cultivate the Korean market lies its rapid growth. The number of passengers using Hong Kong Express's Korea routes from January to October this year surpassed 1 million, an increase of approximately 24% compared to the same period last year. Korea is showing the fastest growth among the Northeast Asian countries where Hong Kong Express operates. Since first entering the Korean market in 2014 with the Incheon-Hong Kong route, the airline currently connects four cities—Incheon, Busan, Jeju, and Daegu—operating 68 flights per week.
Seat supply is also being expanded to meet growing passenger demand. Hong Kong Express increased seat supply on its Hong Kong-Korea routes by approximately 29% compared to the same period last year. Considering that the overall increase rate for scheduled flight seat supply was 15.9%, this indicates an aggressive push to expand Korea routes. Korea routes account for one-third of total seats supplied, representing the largest share.
Investments to boost brand awareness in the Korean market are also being expanded. CEO Mao emphasized, "While we are very well known in Hong Kong, our awareness is still not high in Korea," adding, "We will invest so that more Korean travelers can know and choose us as an LCC offering both cost-effectiveness and quality." She continued, "Hong Kong is a gateway to diverse travel experiences beyond being just a destination," noting that "trust that customers can use the service with peace of mind must underpin low fares."
Particular focus is placed on enhancing convenience from booking to moving to the destination. Following the introduction of Naver Pay and Kakao Pay last year, the airline plans to improve its digital sales channels and broaden options for travel transiting through Hong Kong. It will utilize ferry and bus connection services available at Hong Kong International Airport to destinations such as Macau, Shenzhen, and Zhuhai, as well as the global route network of its parent company, Cathay Pacific.
In response to intensifying competition among domestic LCCs, including the launch of integrated Jin Air, the airline plans to respond with operational efficiency and a differentiated route network. CEO Mao expressed confidence, stating, "By improving operational efficiency, we can lower costs and offer competitive fares," adding, "Of our 36 destinations, 11 are routes operated exclusively by us from Hong Kong." She further noted, "Korean travelers value experience as well as price," promising, "We will ensure that customers pay only for the services they need and enjoy quality commensurate with that payment." Indeed, Hong Kong Express was selected as the "World's Best LCC" this year by airline rating agency AirlineRatings. It also made the list of the "World's Safest LCC" for two consecutive years, last year and this year.
Following the press conference, Hong Kong Express also opened its first consumer-facing brand pop-up in Korea at Understated Avenue in Seongsu-dong. The pop-up, which will run until the 15th, is structured as a journey that begins with checking in after passing through a gate decorated in purple. Booths set up on site by the Hong Kong Tourism Board and the Macao Government Tourism Office offer milk tea and hand mirrors, respectively. Experience spaces are also provided where visitors can make airplane-shaped keycaps or stamp postcards.
Meanwhile, to commemorate the pop-up event, Hong Kong Express is running a discount promotion on its official Korean booking channels until the 15th. Based on Ultra Light fares that include one small personal item, one-way totals start from 94,600 won for the Incheon-Hong Kong route and 89,600 won for the Busan, Jeju, and Daegu-Hong Kong routes. The promotion applies to bidirectional routes between Korea and Hong Kong, with travel periods ranging from the 23rd of this month to June 30 next year. Seats are limited in quantity and sold on a first-come, first-served basis.
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