In a bold move, AirAsia brand co. has appointed Ta-ku — musician, producer, and visual artist—as its new Creative Director, sparking intrigue. Some people are asking, “Why Ta-ku?”. But that’s exactly the point. AirAsia’s choice signals a shift from simply operating an airline to becoming a cultural powerhouse, driven by the stories, passions, and people of Southeast Asia.
Why an airline needs a storyteller
Ta-ku has long differentiated himself by telling stories from the heart. In appointing him as Creative Director, AirAsia brand co. is embracing a fresh approach to brand storytelling.
Instead of focusing on what they do, they seek to highlight why they do it—sharing stories that celebrate the lives and dreams of the people they serve. Through this narrative, the brand aims to inspire travel not only across borders but also across perspectives and passions, weaving an inclusive story of Southeast Asia’s dynamic spirit.
“I'm extremely passionate about the creative communities around me and the different perspectives and stories they have to tell. It's been the backbone of my work through all the different mediums I experiment with. Less about me - more about the beautiful people around me,” says Ta-ku.