I knew it would be a strange flight as soon
as I saw the check-in kiosks.
Each one had a pink bow on top, and Hello Kitty walked me through the steps as I checked in.
When my boarding card was printed, it had Hello Kitty drawings all over it.
My luggage tag? Hello Kitty.
From a nearby wall, Hello Kitty wished me a nice trip.
Am I in an airport or a doll house?
Fortunately, the security area was free of any cartoon characters. I thought I was in the clear.
Wishful thinking…
As I walked through the airport, I passed Hello Kitty souvenir shops…
Hello Kitty world clocks…
Hello Kitty departure lounges!
As I sat on my Hello Kitty seat and waited for the Hello Kitty monitor to announce the flight boarding, I was so curious about why Taipei has such a huge obsession with this cartoon character. To my surprise, the character did not even originate in Taiwan (it was produced by a Japanese company in 1974).
For no obvious reason, EVA Air (Taiwan’s national airline) has an unusual fascination with Hello Kitty. In 2005, the first “Hello Kitty” jet was launched for flights to various destinations in Japan. Apparently, it was so popular that the airline expanded the “Hello Kitty” fleet to several other destinations – including Hong Kong.
Lucky me.
When I stepped onto the plane, the seatback covers each had Hello Kitty’s face drawn on them. Her bow appeared on the top of the emergency exit cards and her “friends” were even dancing around on the individual TV monitors.
As the flight prepared to board, I noticed a few more people taking photos of the hilarious display of Hello Kitty and I came to the conclusion that this was the most genius (although frightening) marketing technique for any airline I have flown.
When I think back on all the flights I have taken throughout my life, very few are memorable. I am usually crammed into a too-small seat, listening to a safety video that I can recite from memory, and reading a dull in-flight magazine until I am given permission to use my electronic devices. I occasionally make small-talk with my neighbors, or look out the window at the ground personnel hard at work.
For the first time in my life, I was truly entertained by an airline. I smiled. I laughed. I sent photo messages to friends and family. A tiny part of me was concerned that Hello Kitty would emerge from the cockpit, but overall, I was excited to discover the next surprise in store.
I think it is very rare for a company to create a truly engaging experience for its customers. EVA Air has managed to take that giant leap and I commend them for it. I may not be interested in Hello Kitty, but I was undeniably engaged in the experience of flying on a Hello Kitty jet.
At this point, the only thing left to do was sit back, relax, and enjoy the Hello Kitty mystery meat and cutlery that adorned my in-flight meal.
Bravo, EVA Air. You won me over.
Each one had a pink bow on top, and Hello Kitty walked me through the steps as I checked in.
Hello Kitty Check-In Kiosks |
When my boarding card was printed, it had Hello Kitty drawings all over it.
My luggage tag? Hello Kitty.
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Hello Kitty Boarding Pass and Luggage Tag |
From a nearby wall, Hello Kitty wished me a nice trip.
Am I in an airport or a doll house?
Fortunately, the security area was free of any cartoon characters. I thought I was in the clear.
Wishful thinking…
As I walked through the airport, I passed Hello Kitty souvenir shops…
Hello Kitty Souvenir Shop |
Hello Kitty world clocks…
Hello Kitty Clocks |
Hello Kitty departure lounges!
Hello Kitty Departure Lounge |
As I sat on my Hello Kitty seat and waited for the Hello Kitty monitor to announce the flight boarding, I was so curious about why Taipei has such a huge obsession with this cartoon character. To my surprise, the character did not even originate in Taiwan (it was produced by a Japanese company in 1974).
For no obvious reason, EVA Air (Taiwan’s national airline) has an unusual fascination with Hello Kitty. In 2005, the first “Hello Kitty” jet was launched for flights to various destinations in Japan. Apparently, it was so popular that the airline expanded the “Hello Kitty” fleet to several other destinations – including Hong Kong.
Lucky me.
When I stepped onto the plane, the seatback covers each had Hello Kitty’s face drawn on them. Her bow appeared on the top of the emergency exit cards and her “friends” were even dancing around on the individual TV monitors.
Hello Kitty entertainment system |
As the flight prepared to board, I noticed a few more people taking photos of the hilarious display of Hello Kitty and I came to the conclusion that this was the most genius (although frightening) marketing technique for any airline I have flown.
When I think back on all the flights I have taken throughout my life, very few are memorable. I am usually crammed into a too-small seat, listening to a safety video that I can recite from memory, and reading a dull in-flight magazine until I am given permission to use my electronic devices. I occasionally make small-talk with my neighbors, or look out the window at the ground personnel hard at work.
For the first time in my life, I was truly entertained by an airline. I smiled. I laughed. I sent photo messages to friends and family. A tiny part of me was concerned that Hello Kitty would emerge from the cockpit, but overall, I was excited to discover the next surprise in store.
I think it is very rare for a company to create a truly engaging experience for its customers. EVA Air has managed to take that giant leap and I commend them for it. I may not be interested in Hello Kitty, but I was undeniably engaged in the experience of flying on a Hello Kitty jet.
At this point, the only thing left to do was sit back, relax, and enjoy the Hello Kitty mystery meat and cutlery that adorned my in-flight meal.
My Hello Kitty-themed in-flight meal |
Bravo, EVA Air. You won me over.