AirAsia Joins Forces With SEGA And ATLUS For A Groundbreaking Gaming-Travel Crossover Experience

(Press Release)

AirAsia becomes the first Asean brand to partner with Japanese multinational gaming giant SEGA and group company ATLUS to provide travellers and fans with one-of-a-kind travel experience

KUALA LUMPUR, MALAYSIA and TOKYO, JAPAN – AirAsia, Asean's leading travel and lifestyle brand, and global gaming powerhouse SEGA, together with its acclaimed group company ATLUS, today announced an electrifying collaboration that brings to life two iconic gaming franchises, Sonic the Hedgehog and Persona 5, through stunning aircraft liveries and immersive in-flight experiences. This partnership is in conjunction with the larger ‘The Colour Of Connection’ campaign by AirAsia brand co. (Abc.), the brand management arm of Capital A.

The groundbreaking collaboration between AirAsia, SEGA, and ATLUS ushers in a new era of travel, seamlessly merging the worlds of gaming and aviation. By bringing iconic gaming franchises like Sonic the Hedgehog and Persona 5 to the skies, AirAsia reinforces its commitment to connecting people to their passions of fun and entertainment.

The partnership will feature two aircraft adorned with the iconic designs of Sonic the Hedgehog and his friends Tails, Knuckles, Shadow, and Amy Rose, as well as the captivating Persona 5 characters Joker and Morgana. Sonic and friends will adorn AirAsia X's (flight code: D7) Airbus A330 aircraft with tail number 9M-XXU, meanwhile, the Persona 5 livery will grace an AirAsia Malaysia's (flight code: AK) Airbus A320 aircraft with tail number 9M-AFF. These two aircraft will fly routes across AirAsia's network of over 100 destinations including major cities in Southeast Asia and Asia Pacific like Bangkok, Tokyo, Seoul, Taipei, Shanghai, and Sydney, bringing the thrill of popular gaming culture and lifestyle to many guests and fans around Asean and beyond.

Rudy Khaw, CEO of AirAsia brand co. (Abc.) said: "This partnership marks another milestone for the AirAsia brand as we delve deeper into the exciting world of gaming and pop culture. This partnership is a natural fit for AirAsia, as it aligns perfectly with our commitment to providing experiences for our guests and communities. As a brand that carries the pride of Asean, we are thrilled to showcase the region's vibrant spirit and creativity through this partnership.”

Shuji Utsumi, President and COO, Representative Director of SEGA CORPORATION said: “We are honoured to be able to undertake such a wonderful initiative with AirAsia. The Sonic and Persona series are expanding not only in Japan but throughout Asia. We believe that the synergy created by the collaboration of travel and gaming, two forms of entertainment, will bring us new discoveries.”

To enhance the gaming-themed experience, Santan in-flight catering will offer a special menu featuring Sonic the Hedgehog – the Sonic’s Golden Ring Cakes, a delectable treat inspired by Sonic’s golden rings. This donut, with its unique golden glaze and Sonic-themed toppings, is sure to delight fans of the beloved character. Guests can pre-book the Sonic's Golden Ring Cakes before their flight, available on all AirAsia Malaysia (flight code: AK) and AirAsia X Malaysia (flight code: D7) flights. Additionally, AirAsia will introduce exclusive merchandise featuring Sonic the Hedgehog and Persona 5 designs, available for purchase starting in the first quarter of 2025 on all AirAsia Malaysia and AirAsia X flights, as well as on the AirAsia MOVE Duty Free, allowing fans to take home a piece of this unforgettable collaboration.

Sonic the Hedgehog, SEGA's iconic blue speedster, has been a beloved figure in gaming for over 30 years, captivating audiences worldwide through games, TV shows, comics, and movies. His heroic battles against the villainous Dr. Eggman has made Sonic a global sensation, and the excitement is set to soar with the upcoming theatrical release of “Sonic the Hedgehog 3”. Similarly, Persona 5, the critically acclaimed role-playing game franchise developed by ATLUS, has left an indelible mark on the gaming world. Known for its sleek visuals, compelling narrative, and innovative gameplay, Persona 5 has garnered a dedicated fanbase and widespread acclaim, including the prestigious "Best Role Playing Game" at The Game Awards 2017 and "Best RPG" from IGN’s 2017 end-of-year awards. The game's unique blend of high school life and supernatural elements has transformed it into a cultural phenomenon. Building on this success, ATLUS released Persona 5 Royal, introducing new characters, storylines, and gameplay enhancements.

Fans of Sonic the Hedgehog and Persona 5 can look forward to flights like never before with these iconic characters. Book your AirAsia flight on AirAsia MOVE to be among the first to fly with these extraordinary aircraft liveries and embark on an unforgettable journey.

About AirAsia, the masterbrand

AirAsia is a leading Asean brand that has evolved from a pioneering low-cost airline into a dynamic travel and lifestyle platform for the underserved, the believers and the dreamers. With a legacy of more than 20 years built on affordability, accessibility, and inclusivity, AirAsia has connected over 800 million people across the region and beyond, inspiring dreams and empowering communities. Rooted in Asean, AirAsia continues to champion the region's diversity propelled by its "Dare to Dream" spirit committed to delivering exceptional value, unforgettable experiences, and innovative solutions.

For the latest brand updates, collaborations, and exclusive content, follow @airasia on Instagram and be part of the journey as we continue to connect and inspire Asean!

About SEGA CORPORATION

SEGA CORPORATION is headquartered in Tokyo, Japan, and is a worldwide leader in interactive entertainment. The company develops, publishes, and distributes a variety of games for consoles, PCs, and wireless devices as well as character products, and various other products. Moreover, SEGA distributes a range of gaming content developed by its domestic and overseas studios worldwide via its global publishing bases. SEGA is leveraging its own IP to accelerate the development and commercialization of its IP not only in games but also in various other media, thereby dramatically increasing the value of its IP. SEGA is positioning transmedia as an important strategy for providing new content to users around the world.

SEGA CORPORATION's website is located at https://www.sega.co.jp/