So that’s the difference between our understanding of the Cathay brand? Honestly, I don’t think CX should follow the LCCs. Cathay Thailand? Cathay Australia? Cathay Canada? Even people would accept these amusing names, the real world is not Hasbro’s Monopoly anyway.

Let me ask a question - what makes Cathay Cathay?

My answer would be two keywords - simply HK and Swire. But these two would suggest a lot more, ie, culture (being Oriental x British, HK identity, hospitality, food... there’s a lot to list in this regard), consistency (in their design and taste, most Swire businesses share this), location (being an ideal aviation hub).

That said. Although I understand the frustration and fantasy this post suggests, I see running another “Cathay” from TH, JP, AU as a mere distortion to the Cathay identity.