AirAsia, SEGA, and ATLUS team up for new leg of The Colour of Connection campaign

AirAsia announced that it is collaborating with global gaming powerhouse SEGA and its affiliate to bring two iconic gaming franchises to life through aircraft liveries and immersive in-flight experiences. 

This partnership is in conjunction with the wider The Colour Of Connection campaign by AirAsia brand co (Abc), the brand management arm of Capital A. 

This 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. 

Adding an element of fun to flying

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 Airbus A330 aircraft with tail number 9M-XXU. On the other hand, the Persona 5 livery will grace AirAsia Malaysia’s 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. 

Putting in a touch of pop culture

According to Abc chief executive Rudy Khaw, this new partnership marks a new milestone for the AirAsia brand as it delves into the realms of gaming and pop culture.

Khaw said: “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.” 

SEGA Corporation’s president and chief operating officer Shuji Utsumi added: “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.”