Cathay Pacific is raising the premium economy bar with new amenity kits for the "more premium than economy" service.
The chic Chinese-inspired designs are certainly eye-catching, as is the kit's ability to easily hang from a wall and even link several kits to 'nest' them together.
That makes them useful frequent flyer-themed additions for the wall of your bathroom or office desk, where you might want to stow USB cables and other items you need from day to day as well as in your carry-on bag.
Inside, you'll find mandatory items such as an eyeshade, socks, toothpaste and a pleasingly eco-friendly toothbrush (made from corn starch and cellulose).
Cathay Pacific's General Manager Product, Toby Smith, says the new amenity kits are part of an ongoing set.
"The plan is to have four designs per year, two outbound and two inbound" Smith explains. "The hope is that they will become real collectibles and that passengers can look forward to receiving a new design every time they travel."
Created by HK-based G.O.D. (Goods of Desire), the first designs are called Joy and Fortune.
On flights to Hong Kong, you'll find Fortune (shown below, on the right) with Chinese-style images of auspicious clouds.
The Joy design is distributed on flights out of Hong Kong and features whimsically irreverent images of Chinese deities enjoying a glass of wine, using laptops and taking photos.
Can't quite spot them? Click on the image below to expand it.
How do you re-use inflight amenity kits? Share your ideas with your fellow readers in a comment below!
For more on Cathay Pacific:
- Detailed AusBT signature review of Cathay Pacific premium economy
- New business class on all Cathay's Australian flights by January
- Seven fascinating things you didn't know about Cathay's new business class
- Cathay Pacific to re-open The Wing First Class lounge in February
And for the very latest news, follow us on Twitter: we're @AusBT.
About John Walton
Aviation journalist and travel columnist John took his first long-haul flight when he was eight weeks old and hasn't looked back since. Well, except when facing rearwards in business class.