The range spans black and red medium and cabin-sized luggage, as well as crossbody bags with aircraft seatbelt-inspired straps.

The deal was arranged by Abc, who is responsible for the strategic development, management, licensing, and merchandising of the AirAsia brand – along with a portfolio of associated brands and intellectual properties under Capital A.

“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 travellers,” said Capital A CEO Tony Fernandes.

“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 monetising 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.”

Ambert Khoo, General Manager, Samsonite Malaysia Sdn Bhd, added: “At American Tourister, we’re all about brightening up your travels with bold colours and stylish designs that match the spirit of today’s explorers.

“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 colourful and exciting as the destinations themselves!”

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Each piece features playful designs featuring bold colours, with the range spanning backpacks and spinners to weekender bags.

“Chupa Chups mirrors our shared ethos in the essence of fun, making this partnership the perfect fusion of like-minded brands dedicated to the joys of sweetness, travel, and vibrant adventures,” said Nikhil Gupte, Marketing Director for American Tourister, Kamiliant and High Sierra in APAC & Middle East.

Vanessa Grande, Area Licensing Manager at Perfetti Van Melle, added: “With American Tourister, it was love at first sight! It was a perfect match, as we share the same values and high standards of quality and a passion for design.

“They have perfectly conveyed the essence of the Chupa Chups brand, infusing it with fun, colour and a purpose beyond the product. The result is a vibrant collection that transcends a simple partnership, igniting and sweetening the spirits of the boldest travelers.”

The collection will be available this month across numerous Asian markets, including Thailand, Singapore, Indonesia, Malaysia, Korea, Vietnam and China.

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