Liwei Kimura, Hawaiian Airlines' regional director and chief representative for Greater China.
As the wanderlust of China's vast middle class takes wing and targets choicest international destinations, tourist hot spots such as Hawaii are seeing multitudes of Chinese travelers.
Small wonder, Hawaiian Airlines, which already operates direct flights between Beijing and Honolulu three times a week, plans to launch more direct flights to connect Shanghai and smaller Chinese cities with Hawaii.
Leading the expansion strategy is Liwei Kimura, Hawaiian Airlines' regional director and chief representative for Greater China. Since taking charge in June 2015, Kimura has been flying frequently between Beijing and Honolulu.
She is bullish on the growth potential of Hawaiian tourism on the back of rising Chinese interest in the Pacific islands.
"We are a premier leisure carrier as our destination is a place for relaxation and fun. Vacations for such purposes have become an essential part of high-quality Chinese lifestyle. I'm confident there's a big market for us in China," Kimura said.
Grown up in Beijing, Kimura brings insider knowledge of local tastes and preferences to the airline's strategy.
For instance, in May, the airline renovated the cabin of the plane used for the Beijing-Honolulu flight, to highlight certain elements in design and layout.
When Chinese fliers stepped into the cabin, they apparently felt as if they were in Hawaii already, more so because the flight attendants wear traditional Hawaiian flowers.
The business class was equipped with seats that allow customers to lie down fully. This was done to meet the expectations of affluent Chinese travelers who are willing to pay more for comfort and quality service during long flights.
"Our seats look fashionable and use ergonomic design. Besides, we don't use the traditional on-air entertainment system for business class anymore. Instead, we hand in every customer an iPad.
"We offer all this at flight ticket prices that are the same or comparable to our competitors', and we aim to provide more exquisite services at the same price points," she said.
Kimura's emphasis on style in the airline's customized approach to the China market is also evident in her sartorial elegance. For this interview in Beijing, she is dressed in a purple qipao, a classic Chinese dress.
That color is significant. "Purple represents honor in Hawaii. If something is purple, it means it's honorable. The symbolic meaning is the same as in China. Hawaiian Airlines even innovated its logo with heavier use of purple."
The China-Hawaii style fusion extends to her qipao's floral patterns, which are based on traditional Hawaiian flowers. That's not all.
Kimura's earrings are purple-hued, and a purple flower on the left side of the parting of her hair completes the chic look. "I've a lot of flowers in different colors to match my clothes, and I'd wear them when I'm in the mood. It doesn't have to be any formal occasion.
