19 Feb 2026
#3 February 2026: China Aviation Industry Newsletter
Cathay Pacific Selects Spafax as Media Sales Representative
Cathay Pacific announced the appointment of Spafax as its media sales representative, tasked with commercialising advertising opportunities across the airline’s in-flight entertainment, onboard publications, digital channels and experiential platforms. The partnership aligns with Cathay’s 80th anniversary year and aims to refresh its commercial strategy by integrating passenger experience with advertising performance. Spafax’s Agnes Law noted the collaboration will develop a unified, future-ready media platform that enhances value for advertisers while elevating the customer journey.
EFW Lands New A330 Freighter Conversion Customer in China
Elbe Flugzeugwerke (EFW), the joint venture between ST Engineering and Airbus, signed a new Airbus A330 passenger-to-freighter (P2F) conversion contract with Hengqin Winglet Aircraft Technology. The agreement marks Hengqin Winglet’s first A330P2F programme with EFW. Conversion work will begin in mid-2026 at EFW’s partner facility in China, supported by technical planning and certification from its Dresden headquarters. The contract strengthens EFW’s presence in China, where express logistics and cross-border e-commerce continue to drive freighter demand.
My Freighter Signs Interline Agreement with China Southern Airlines
My Freighter announced an interline agreement with China Southern Airlines to enhance cargo connectivity between Central Asia and China. The partnership combines My Freighter’s regional network with China Southern’s domestic and international reach, creating expanded trade flows and improved access to key industrial hubs across China and beyond.
Acumen’s Take
On Cathay’s Media Commercialisation Strategy
Cathay’s move reflects airlines’ growing focus on monetising digital and onboard ecosystems beyond ticket sales. As passenger engagement platforms evolve, structured media strategies can unlock incremental revenue streams while reinforcing brand positioning.
On EFW’s A330P2F Expansion in China
The continued growth of A330 freighter conversions underscores sustained cargo demand in Asia. With e-commerce and logistics volumes expanding, conversion capacity in China remains strategically significant for both lessors and operators.
On the My Freighter–China Southern Interline
Cargo interline partnerships are becoming critical for regional connectivity. By linking Central Asia with China’s vast network, this agreement enhances trade corridors and reflects the increasing integration of regional freight markets.
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