AirAsia has teamed up with New York-based (RED) chef ambassador Hong Thaimee, to create a special in-flight meal, the INSPI(RED) Burger, in support of the fight to end AIDS.
Drawing on her Northern Thai roots, the burger features a chicken patty infused with fish sauce, kaffir lime leaves and lemongrass, topped with zesty nam prik noom mayo (green chilli mayonnaise), shredded purple cabbage and tomato on a red beetroot bun.
For every INSPI(RED) Burger sold, 10% of sales will go to the Global Fund to support HIV/AIDS testing, counselling, treatment and prevention programmes in the Asean region.
Thaimee said: “As a Thai chef based in New York, I wanted to combine the best of both worlds – Thai flavours and the classic all-American burger – to make a meal that would be easy for the airline passengers to enjoy. Since I started my culinary journey, it’s been my mission and passion to bring Thai food to a wider audience, and it’s exciting to think that I can introduce the flavours of my hometown of Chiang Mai to the eight million guests who fly with AirAsia monthly.”
AirAsia Group head of Brand Rudy Khaw said: “With our common ‘dare to dream’ mindset and shared heritage, working with Chef Hong felt like an ideal marriage of two Asean personalities in support of the region.”
AirAsia has also created a special line of co-branded (AirAsia)RED in-flight merchandise to spread the (RED) message, including a remix of the iconic AirAsia cap, an aircraft model for collectors and others, with US$2 from the sale of each item to be donated to the Global Fund.
(RED) was founded in 2006 to engage businesses and people in the fight against AIDS. (RED) partners with the world’s most iconic brands that contribute proceeds from (RED)-branded goods and services to the Global Fund.