Cathay Pacific becomes strategic partner of dance drama 'Wing Chun'

Cathay Pacific, the Hong Kong-based air service provider, has entered into a strategic partnership withthe Shenzhen troupe that produces the highly praised dance drama"Wing Chun," a significant step forward in promoting Chinese culture on the international stage. 

As the second strategic partner for "Wing Chun" following Shenzhen-based electric vehiclegiant BYD, Cathay Pacific seeks to leverage its distinct capabilities to present and share Chinese cultural treasures with audiences around the globe. 

A group photo of the cast after Monday night’s show.  Photos courtesy of Cathay Pacific

The dance drama "Wing Chun," which integrates elements of Lingnan culture from Guangdong, has gained widespread acclaim since its debut, thanks to its unique artistic charm and deep cultural significance. Drawing inspiration from the traditional Chinese martial art of Wing Chun, the drama combines modern dance with martial arts to showcase the Chinese nation's unyielding spirit and aspiration for excellence. 

Members of Cathay Pacific pose for a pic with Wing Chun main cast.

Cathay Pacific, deeply rooted in Hong Kongis positioned to facilitate cultural exchanges between Eastern and Western societies.

Lavinia Lau, the chief customer and commercial officer of Cathay Pacific, said at the event that "We hope that our collaboration with 'Wing Chun' will go beyond the commercial level and play a profound role in driving Chinese culture overseas."

According to Lau, several initiatives as part of the strategic collaboration will be rolled out this year. In February, a joint promotional video titled "Bringing East and West Together" will be released online, allowing more viewers to appreciate the beauty of the integration of Chinese culture with global civilizations. Starting in April, an inflight stretching video, developed in collaboration with the "Wing Chun" team, will be available on Cathay Pacific flights. This video aims to help travelers alleviate fatigue while experiencing the essence of Chinese culture firsthand. Additionally, Cathay Pacific plans to organize offline flash mob events for "Wing Chun" in three cities, both domestically and internationally.

The dance drama kicked off its world tour in 2023 and during its European tour in 2024, Cathay provided a full range of airline support for the dance troupe.