Heartthrob Nadech Kugimiya turned into an informal cabin attendant for Thai AirAsia (TAA), performing routines such as making announcements in the Isan dialect and serving meals on the Bangkok-Khon Kaen flight last Friday.
It was the first assignment of its kind for the 23-year-old Austrian-Thai star in his second year as brand presenter for the country's largest low-cost carrier.
TAA recently renewed its multimillion-baht contract with the star, who hails from the province, as the airline said he helped to promote its brand awareness effectively.
The airline did not reveal the exact amount it pays the star, citing contractual confidentiality.
Nadech began his renewed role as TAA presenter by leading a new television commercial showing children how TAA provides "Truly Low Fares, Trusted Quality".
According to TAA executives, this was not the first time Nadech has performed the in-flight service in full TAA uniform.
The first time was on the inaugural Bangkok-Khon Kaen flight last October followed by a stint on the Bangkok-Phitsanulok flight in March this year.
TAA executives said what Nadech did was of course only an advertising stunt.