Low-cost carrier AirAsia's latest means of collaboration with a social organisation (RED) is an interesting one: a burger.
Created by Thai chef Hong Thaimee, who now resides in New York, United States, the so-called INSPI(RED) Burger boasts East-meets-West-flavored meat made of chicken and ingredients like fish soy sauce, lime leaves, sereh (citronella), Thai prik noom (green chili mayonnaise sauce), purple cabbage and tomatoes, all wrapped in red bit fruit bread.
Ten per cent of the price paid for each burger, available for purchase from Santan, the carrier's inflight menu, is to be donated to the Global Fund foundation that helps HIV/AIDS mitigation programs in ASEAN countries.
"This collaboration makes me happy as [I'll be able to introduce] the taste of foods in my hometown in Chiang Mai to AirAsia's 8 million passengers each month," said Thaimee, who also serves as (RED) ambassador, in a statement.
Meanwhile, (RED) COO Jennifer Lotito said she is hopeful that the product could help increase public awareness about AIDS.
The INSPI(RED) Burger, available for purchase on the website during or after buying flight tickets to all destinations except those operated by AirAsia India and AirAsia Japan, is priced at Rp 36,900 (S$3.56) (including beverage).