WestK and Cathay take HK's diverse arts and cultural scene to the skies

The West Kowloon Cultural District Authority (WKCDA) has partnered with its exclusive travel partner Cathay to launch ‘WestK in the Sky,’ a new in-flight video series promoting Hong Kong's arts and cultural scene to travellers from around the globe.

This new video initiative builds on the three-year partnership between WestK and Cathay signed in 2023, showcasing WestK cultural landmarks and diverse content while demonstrating the shared vision of WestK and Cathay to promote Hong Kong as a global arts and cultural hub. The videos are now available on the in-flight entertainment system across Cathay Pacific’s extensive passenger network.

Produced by WestK, the video series explores the unique programmes, exhibitions and experiences staged by the Hong Kong Palace Museum, M+ and the Performing Arts Division of WestK through creative storytelling, showcasing both WestK and Cathay’s role in promoting Hong Kong's artistic excellence.

Six episodes were launched from 1 April, starting with “A unique cultural mission”, in which Hong Kong host and artiste Do Do Cheng (pictured middle) visits the Hong Kong Palace Museum in the West Kowloon Cultural District and Cathay City to engage in inspiring conversations with Betty Fung (pictured right), CEO of WKCDA, and Ronald Lam (pictured left), CEO of the Cathay Group, exploring their shared mission to promote the excellence of Hong Kong’s arts, culture and creative industries.

Other episodes include “Inside Hong Kong Palace Museum” in which museum director Louis Ng unveils the Museum's stunning architecture, captivating exhibitions and innovative digital initiatives and multi-media experiences; “A dazzling fashion journey”, in which local singer and fashion icon Karen Mok explores three centuries of French fashion at the Hong Kong Palace Museum.

Lending her voice to the audio guide for the 2024 exhibition "The Adorned Body: French Fashion and Jewellery 1770–1910 from the Musée des Arts Décoratifs, Paris", Mok takes the audience on a journey through this exquisite collection of historical costumes and accessories.

"Inside M+" features museum director Suhanya Raffel and artistic director and chief curator Doryun Chong guiding viewers around M+ to learn more about its diverse collections and exhibitions.

“When Jazz meets Cantopop” features the Patrick Lui Jazz Orchestra joining forces with Cantopop icons RubberBand at Freespace Jazz Fest 2024, one of WestK's signature music events, to reimagine music from classic Hong Kong films. This episode reveals the creative journey behind this collaboration, offering viewers an intimate look at how jazz and pop music were brought together in an inspiring way.

Lam said, “We are excited to launch 'WestK in the Sky' in collaboration with the West Kowloon Cultural District Authority on Cathay Pacific’s award-winning in-flight entertainment system. The collaboration not only allows us to highlight the allure of Hong Kong through compelling storytelling, but also underscores Cathay’s vital role in promoting the long-term and sustainable development of Hong Kong’s arts and culture."

"I am thrilled to have had the opportunity to participate in the first episode, sharing stories of Cathay’s support for the WKCDA’s various exhibitions and performing arts programmes with our customers around the globe, and our joint commitment to strengthening Hong Kong’s position as an East-meets-West centre for international cultural exchange," he added.

Fung said, “We are grateful for the staunch support from Cathay to provide a global platform that enables international travellers to experience WestK’s unique offerings through the ‘WestK in the Sky’ video series. WestK attracts more than 10 million visitors from around the world every year and we look forward to welcoming even more global audiences through Cathay Pacific's extensive passenger network, allowing them to explore our diverse arts and cultural offerings and promoting local and international artistic and cultural exchange.”

Cheng expressed her delight at being able to participate in the “WestK in the Sky” video series. “WestK stands one of the world's largest cultural projects and Hong Kong's newest cultural landmark, while Cathay is a prestigious lifestyle brand deeply rooted in Hong Kong's premium travel sector. As a homegrown artiste, I am delighted to be part of this project, collaborating with these two iconic Hong Kong brands to showcase our city's vibrant cultural energy to a global audience.”

MARKETING-INTERACTIVE has reached out to Cathay and WestK for more information.

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