Catherine Goh Hui Loon, CEO of Santan.
When Catherine Goh first came across a job listing at AirAsia, it required a minimum of five years of aviation experience, which she had none. Deciding to apply anyway, Goh got the job and began her career at AirAsia in the Network, Charter and Fleet Planning division before being handpicked by AirAsia CEO Tony Fernandes as his Executive Assistant. “That role was my masterclass in speed, intuition, and vision—Tony sees opportunity faster than most people can blink,” says Goh.
In 2015, Fernandes asked her to take over the inflight meals division. “I had zero food industry experience. But I immersed myself—studied the data, obsessed over customer insights, and rebuilt the business with a commercial mindset,” adds Goh who marked this as a turning point in her career. We sat down with the CEO of Santan to discover how Santan aims to redefine how people experience food in the skies and on the ground.
What have you learned since taking on the role of CEO at Santan?
Stepping into this role has shown me the extraordinary power of listening—to customers, to data, and the subtle shifts in culture. Airline food has long suffered from a poor reputation, but we’ve flipped the script. We’ve proven that it can be delicious, desirable, and democratised.
I’ve learned that adaptability is a CEO’s sharpest tool—whether it’s pushing Santan beyond inflight dining, embracing future-forward food tech like freeze-dried coffee, or forming strategic partnerships to offer healthier options. Above all, I’ve learned that great food transcends altitude. If you create something people love, they’ll remember it—whether they’re 30,000 feet in the sky or their living room.
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What is your vision for Santan?
Santan isn’t just about inflight meals—it’s about creating emotional resonance through food. Whether you’re on a plane, grabbing a bite in the city, or enjoying a ready-to-eat meal at home, we want every Santan moment to feel warm, memorable, and authentic.
We’re not here to follow—we’re here to reimagine. From AI-powered demand planning to eco-smart packaging and freeze-dried innovations, we’re using technology to make food more seamless, sustainable, and soulful. Because at the heart of it, food isn’t just fuel—it’s comfort, memory, and culture. And that’s the experience Santan delivers.
What changes do you hope to see in the airline food industry?
First, let’s retire the outdated narrative that “airline food sucks.” It’s lazy and, frankly, no longer true.
Here’s what I want to see:
- Innovation in preparation – We’re already serving barista-grade coffee and chef-level meals at altitude using freeze-dried tech and compact smart kitchens.
- Health and sustainability – Think zero-calorie sweeteners, clean labels, and compostable packaging without compromising on taste.
- Brand collaborations – We’ve partnered with beloved local F&B brands, proving that passengers crave familiarity and quality in the air.
Ultimately, inflight dining should be an extension of lifestyle, not a compromise. That’s the future I’m building toward.
What can travellers expect from Santan in the near future?
We don’t believe in “airline food”—we believe in good food, period. Our meals are crafted with the same standards you’d expect from a reputable restaurant. Think roasted chicken with black pepper sauce, prawn and chicken wonton noodles inspired by Hong Kong, and of course, our signature Pak Nasser’s Nasi Lemak.
But Santan is more than meals. Our Santan Latte, burnt cheesecake, and tortilla chips with guacamole dip have taken on cult followings—and yes, even gone viral. We’re not chasing trends—we’re creating craveable moments that stay with you. And trust me, the best is yet to come.
We’re turning inflight dining into a talking point—not an afterthought.
What opportunities excite you most in the industry right now?
The biggest white space? Experience. Travellers want to be surprised, delighted, and remembered. We’re turning inflight dining into a talking point—not an afterthought. Southeast Asia is rich in culinary heritage, and we’re uniquely positioned to bring those flavours to a global audience. At the same time, our strategic brand collaborations give local businesses an international platform.
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Then there’s the tech—smart kitchens, AI-driven demand, freeze-dried scalability. This isn’t just about better food; it’s about future-proofing the business while delivering consistently great experiences at scale.
Where do you see airline dining in five years?
In five years, inflight dining will mirror premium ground dining: customised, consistent, and conscience-driven.
Gone are the days of binary choices. Passengers will personalise their meals just like they do with Spotify playlists or coffee orders. We’ll see smart kitchens onboard, AI anticipating preferences, and sustainability embedded into every touchpoint.
And coffee? Say goodbye to bitter brews. We’re leading the charge in serving barista-quality coffee at cruising altitude—and others will follow.
