AirAsia has launched two complementary food initiatives: a new Santan outlet at KLIA Terminal 2’s Food District (July 4) and a limited-time “Bold Southern Thai Flavors” inflight menu (September 2025). The moves demonstrate the carrier’s integrated approach to monetising its culinary brand both on the ground and inflight.
Ground-Based Revenue Extension
Santan’s new airport outlet offers popular ASEAN dishes and inflight favourites for RM14, alongside viral Ready-to-Eat products using freeze-dried technology.
With over 500,000 RTE units sold in 2024, the brand’s expansion into retail, grab-and-go, and catering represents significant revenue diversification beyond traditional airline operations.
The airport location strategically captures both departing passengers and local food enthusiasts, extending Santan’s reach beyond AirAsia’s passenger base.
Inflight Innovation Focus
The Thai routes’ seasonal menu features longan-inspired dishes, starting at THB 100, which supports local farmers through a partnership with Thailand’s Department of Internal Trade.
New offerings include Southern Yellow Curry Seafood, Hat Yai Fried Chicken with Longan Sauce, and refreshing O-Aew Fresh Longan Fruit dessert.
Thai AirAsia X flights additionally feature Japanese dishesโGyudon and Ebi Zaru Sobaโdemonstrating route-specific menu curation for international services.
Strategic Implications
These initiatives position AirAsia’s Santan brand as a standalone food and beverage (F&B) business rather than merely an airline catering operation.
The ground-based expansion creates multiple revenue streams, whilst the seasonal inflight menus maintain passenger engagement and support local agricultural partnerships.
The dual approach maximises brand exposure and revenue opportunities across AirAsia’s ecosystem, transforming airline catering from cost centre to profit driver.
Images courtesy of Air Asia and Santan
Nik founded Inflight Feed in 2012, blending his passion for inflight dining with over a decade of experience in the airline industry. For the past 13 years, he has travelled the world, exploring and reviewing airline meals across countless carriers.
CNN Travel, The New York Times, and BBC World News have featured Nikโs expertise. When heโs not on the ground, youโll find him at 35,000 feet, camera in hand, capturing the unique flavours of air travel. Follow his inflight meal adventures on Instagram: @InflightFeed.
