AirAsia Brand Announces Licensing Partnership with American Tourister to Unveil The Funseekers CollectionAirAsia Brand Announces Licensing Partnership with American Tourister to Unveil The Funseekers Collection
The Funseekers Collection is a practical, stylish range of luggage and accessories featuring medium and cabin-sized luggage, as well as crossbody bags.
January 21, 2025

Abc., (AirAsia Brand) specializing in the strategic development, management, licensing and merchandising of the AirAsia brand along with a portfolio of associated brands and intellectual properties under Capital A, has announced a partnership with American Tourister to unveil the The Funseekers Collection, featuring the AirAsia brand.
The Funseekers Collection blends style, durability and playful design, embodying the shared vision of both brands to elevate every journey. With vibrant and functional gear, travelers can confidently embark on their adventures, expressing their personality while exploring the world in style.
The Funseekers Collection is a practical, stylish range of luggage and accessories featuring bold black and red medium and cabin-sized luggage, as well as crossbody bags. Fun factors of the collection include a playful Floatie Charm attached to each bag, adding a fun and personal touch to every trip. The aircraft seatbelt-inspired straps reflect the spirit of travel and adventure, enhancing the collection’s bold design.
“I’m incredibly proud to see the launch of AirAsia’s first-ever licensing deal – a brand that has been built over the past 23 years to stand for value, accessibility, and inclusivity and is deeply loved by millions of travelers,” says Tony Fernandes, chief executive officer, Capital A. “This partnership with American Tourister marks a significant step in unlocking new growth opportunities beyond aviation, while demonstrating the power of strategic brand collaborations in expanding our reach and building brand loyalty.
“At its core, Abc is about monetizing the strength of a brand we’ve spent decades building. This collaboration exemplifies how strategic licensing can bring the AirAsia spirit to life in new ways, keeping us connected to people wherever their journeys take them.”
“The Funseekers Collection is a perfect extension of our brand’s philosophy in creating meaningful connections for travelers – combining practicality with a style that resonates with the free-spirited and the adventurous,” says Rudy Khaw, chief executive officer, Abc. “Partnering with American Tourister, we’re excited to take part in every traveler’s journey with a collection that not only inspires exploration but also makes travel more accessible, reflecting the heart of what AirAsia represents - connecting people, discovering places, and igniting passion in every journey.
“Since its establishment in January 2023, Abc. has been dedicated to enhancing the reach and impact of the AirAsia brand worldwide. The company is actively pursuing opportunities in the travel and lifestyle related sectors, leveraging the strength of the AirAsia brand to amplify exposure, reach wider audiences, and add significant value to partners through licensing deals. In addition to building the renowned AirAsia brand, Abc. is also developing an extension through its character intellectual property, AirAsia Buds, with exciting plans to open up more licensing opportunities for interested partners in lifestyle, entertainment content, experiences, and merchandise.”
“At American Tourister, we’re all about brightening up your travels with bold colors and stylish designs that match the spirit of today’s explorers,” says Ambert Khoo, general manager, Samsonite Malaysia. “By teaming up with AirAsia, we’re taking travel to new heights – where functionality meets fearless style. This collection is packed with vibrant flair and practical features, redefining the travel experience for the bold, adventurous generation. Together, we’re making every journey as colorful and exciting as the destinations themselves.”
“This licensing agreement with American Tourister is a testament to Abc.'s commitment to expanding our brand portfolio and exploring new avenues for growth,” says Khaw. “By leveraging the strength and recognition of the AirAsia brand, we believe this partnership will drive revenue, increase brand awareness, and help us reach new target markets. We aim to showcase the immense potential of our portfolio of brands to other companies looking to collaborate and create value through strategic licensing deals.”
The Funseekers Collection is now available for purchase at selected retail locations in Malaysia and will soon be available in Singapore, Thailand, Indonesia, the Philippines, Cambodia and Vietnam.
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