On October 8, 2024, AirAsia announced a collaboration with SEGA and its group company ATLUS, featuring Sonic the Hedgehog and Persona 5.
In this collaboration, special planes will be created with unique liveries inspired by each series. These specially painted planes will be part of AirAsia’s network, serving over 100 major cities in the ASEAN and Asia-Pacific regions, including Bangkok, Tokyo, Seoul, and Taipei. However, the Persona 5 design planes will not be flying on routes to Japan.
The interiors will also have special decorations, and the in-flight meal service, Santan, will offer a menu item themed after Sonic the Hedgehog—the “Sonic’s Gold Ring Cake.” Additionally, limited-edition merchandise featuring designs from both series will be available starting in the first quarter of 2025. These exclusive items can be purchased on all AirAsia Malaysia and AirAsia X flights, as well as through the official AirAsia app (duty-free shopping).
AirAsia partners with SEGA and ATLUS to launch an innovative experience that combines gaming and travel
AirAsia Becomes the First ASEAN Brand to Partner with SEGA and its Group Company ATLUS, Offering Travelers and Fans a Unique Travel Experience
KUALA LUMPUR, MALAYSIA, and TOKYO, JAPAN, 8 October 2024 – AirAsia, a leading travel and lifestyle brand representing ASEAN, announced today a partnership with global gaming companies SEGA Corporation and its group company ATLUS Co., Ltd. The collaboration will bring the iconic franchises Sonic the Hedgehog and Persona 5 to life through special plane liveries and in-flight experiences. This partnership is part of AirAsia’s “The Colour Of Connection” campaign, executed by its brand management division, AirAsia Brand Company (Abc.).
This groundbreaking collaboration between AirAsia, SEGA, and ATLUS seamlessly merges the worlds of gaming and aviation, opening a new era of travel. By showcasing widely recognized franchises like Sonic the Hedgehog and Persona 5 in the skies, AirAsia strengthens its efforts to connect people and entertainment.
*With this partnership, two specially designed planes will feature Sonic the Hedgehog alongside his companions—Tails, Knuckles, Shadow, and Amy Rose—as well as Persona 5 characters Joker and Morgana. The Sonic design will be featured on an AirAsia X Airbus A330 (flight code: D7, registration: 9M-XXU), while the Persona 5 design will be applied to an AirAsia Malaysia Airbus A320 (flight code: AK, registration: 9M-AFF). These two aircraft will serve routes across AirAsia’s network, connecting over 100 major cities in ASEAN and the Asia-Pacific region, including Bangkok, Tokyo, Seoul, Taipei, and Shanghai, bringing the excitement of combining games and travel to many customers and fans.
(*Please note that the Persona 5-themed Airbus A320 will not operate on routes to Japan.)
Rudy Khaw, CEO of AirAsia Brand Company (Abc.), commented:
“This partnership represents a new milestone for the AirAsia brand as we step deeper into the worlds of gaming and pop culture. It aligns perfectly with our commitment to offering experiences to our customers and communities. As a proud ASEAN brand, we are thrilled to showcase the region’s vibrancy and creativity through this collaboration.”
Shuji Utsumi, President and COO of SEGA Corporation, shared:
“We are honored to work on such a wonderful initiative with AirAsia. Sonic and Persona are expanding not only in Japan but throughout Asia. We feel that the synergy created by combining travel and games, two forms of entertainment, will lead to exciting new discoveries for us.”
To further enhance this gaming-themed experience, Santan in-flight meals will feature a special menu inspired by Sonic the Hedgehog, called the Sonic Gold Ring Cake. This donut, inspired by Sonic’s gold rings, is topped with golden glaze and Sonic-themed decorations, sure to delight fans. It is available for pre-order on all AirAsia Malaysia (AK) and AirAsia X (D7) flights. Furthermore, starting in the first quarter of 2025, AirAsia plans to release limited-edition merchandise featuring designs from Sonic the Hedgehog and Persona 5. These exclusive items will be available on all AirAsia Malaysia and AirAsia X flights, as well as through the AirAsia app and AirAsia Move (duty-free shopping). Fans can enjoy these commemorative goods from the comfort of their homes.
SEGA’s iconic blue speedster, Sonic the Hedgehog, has been beloved in the world of gaming for over 30 years, captivating fans across the globe through games, TV shows, comics, and films. Sonic’s epic battles with his arch-nemesis, Dr. Eggman, have turned him into a global phenomenon, with anticipation building for the upcoming Sonic the Hedgehog 3 movie. Similarly, ATLUS’s role-playing game Persona 5 has left an indelible mark on the gaming world. With its sophisticated visuals, captivating story, and innovative gameplay, Persona 5 has garnered a massive fan base worldwide and received critical acclaim. It won “Best Role-Playing Game” at The Game Awards 2017 and “Best RPG” in IGN’s year-end awards for 2017. By blending high school life with supernatural elements, Persona 5 has become a cultural phenomenon. Building on the success of the game, ATLUS released Persona 5 Royal, enhancing the experience with new characters, stories, and gameplay.
Fans of Sonic the Hedgehog and Persona 5 can now enjoy a unique experience in the skies. Reserve a seat on one of these specially designed aircraft through the official AirAsia app and embark on an unforgettable journey with these special collaborations.
Source: Famitsu
