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What if your next holiday was decided by a blind box?
Tapping into the massive global trend of mystery unboxings, AirAsia MOVE (MOVE) is taking the thrill of the unknown to the skies. Its latest social media campaign, ‘Blind Box Challenge’ brought seven Malaysian content creators to under-the-radar destinations they didn’t see coming. The result? A journey of discovery across the hidden gems of Malaysia, Thailand, Indonesia, and the Philippines.
As Gen Z and Millennial travelers increasingly seek authentic experiences beyond the usual tourist hotspots, the Blind Box Challenge taps into this growing travel trend. MOVE recorded a 10% increase in searches for emerging destinations across Southeast Asia over the past year, highlighting growing interest in discovering the region’s hidden gems.
MOVE rolled out this campaign to shine a spotlight on Asean’s hidden gems through authentic creator-led journeys, inspiring more travelers to venture off the beaten path.
Before setting off on their journeys, creators drew a destination from a sealed blind box, with no clues and opportunity to swap. Whatever destination they picked became their next adventure.
Across the two-month campaign, participating creators explored destinations that showcase a different side of Asean. @jaslinpuasa and @afiqazhar_ traveled to Bohol, Philippines, @kasihirisleona ventured to Danau Toba, Indonesia, @foreppp and @zakuanzainal discovered Krabi, Thailand, while @sandrahanayu and @sheqins explored Sandakan, Malaysia.
By showcasing Bohol through the eyes of Malaysian creators, the campaign also contributes to promoting inbound tourism to the Philippines, inspiring more regional travelers to discover the breathtaking landscapes and authentic local experiences.
“Some of the best travel experiences are the ones you never see coming,” said Ravi Shankar Mallavarapu, Chief Marketing Officer, AirAsia MOVE.
“This Blind Box Challenge is about embracing the unexpected and showing that incredible adventures can be found in places travellers may never have considered. Through our creators’ journeys, we hope to inspire more people to explore Asean with an open mind and discover destinations that surprise and delight.”
The Blind Box Challenge reflects MOVE’s continuous commitment to inspiring more meaningful travel across Asean by connecting travelers with authentic destinations and experiences beyond the usual tourist trail. As a one-stop travel platform, MOVE makes it easy to discover, plan, and book flights, hotels, and activities, all in one app.
Follow the Blind Box Challenge content on MOVE’s Instagram and TikTok to discover ASEAN’s hidden gems through the eyes of our creators and get inspired for your next adventure.
