40 Under 40 2024: Rudy Khaw, AirAsia

Rudy Khaw

Chief executive officer
AirAsia brand co
Malaysia

Rudy Khaw’s career at AirAsia began in 2007 as a fresh graduate with an "everything is figure-out-able" mindset that fuelled his success. Starting as a brand executive, he embraced every challenge and steadily rose through the ranks, becoming chief brand officer by 2020.

In May 2023, Khaw was appointed CEO of AirAsia Brand Co. (Abc.), an entity dedicated to further expanding the brand’s global reach, making him one of the group’s youngest CEOs. His 17-year journey from novice to top executive showcases his innovative thinking, strong leadership, and relentless drive for growth.

Khaw has been influential in shaping the airline industry and corporate branding in ASEAN, elevating a homegrown brand to the global stage. During his tenure, he has spearheaded numerous award-winning brand campaigns, significantly boosting AirAsia’s global visibility, including through collaborations with high-profile personalities and organisations like Taylor Swift, David Foster, Roberto Carlos, Park Ji-Sung, MotoGP, UFC, Queens Park Rangers, (RED), and 88rising—with a focus on demonstrating AirAsia's dynamic brand spirit. As a result of his efforts, even during the Covid-19 pandemic period, AirAsia saw an 18% increase in brand value, and reached over a US$1 billion valuation. Khaw’s creative vision and partnership with AirAsia CEO Tony Fernandes have been instrumental in transforming AirAsia from a small ASEAN low-cost carrier into Skytrax’s ‘World’s best low-cost airline’ for 15 consecutive years. He’s also led the brand to win the Platinum Putra Brand Award in 2023 and Gold for 10 consecutive years. 

Khaw’s approach to diversity goes beyond traditional metrics. He advocates for inclusivity coupled with equality, believing the goal is to create an environment where everyone feels included. As a culture pioneer at AirAsia, he consistently promotes a work environment where every employee feels valued and empowered to celebrate their true personalities. In 2022, Khaw led the "Time to listen" public awareness campaign, which aimed to combat stigma by championing individuals who have overcome social prejudice and biases—fostering a genuine and honest space to raise awareness and collectively appreciate the world's diversity. This is just one amongst several examples of his contributions in this arena.

Khaw is also committed to sustainability, playing a key role in AirAsia’s first Sustainability Day in June in 2023 and advocating for immediate action towards greener skies. He’s also dedicated to nurturing the next generation of leaders, participating in podcasts and university initiatives, where he can share his insights with students and young professionals. For embodying the values of empathy, respect, and innovation, Khaw is a valued member of this year’s Campaign 40 Under 40 list.