28-year-old businesswoman joins Air Asia's board of directors

Southeast Asian budget airline Air Asia recently appointed 28-year-old businesswoman Neelofa Noor as an independent non-executive director, hoping she can bring “fresh air” with her understanding of the market for young and tech-savvy women.

Neelofa is a well-known name in Malaysia for its traditional Hijab headscarf brand that is sold in 35 countries around the world and is also worn by female pilots of Air Asia. In her new role, Neelofa is the youngest member of the airline's board of directors.

Neelofa Noor - a young businesswoman who is also the representative of several fashion and cosmetic brands.

Neelofa first gained attention after winning a teen beauty pageant and becoming a television actress. In 2014, she started a Muslim hijab company with the support of her parents.

“Neelofa’s experience as an entrepreneur, brand builder and industry leader will be invaluable to Air Asia,” Air Asia CEO Tony Fernandes said in a statement last week.

Fernandes also said that Neelofa's success in business gives her an understanding of the youth market and the digital media world.

“Neelofa is incredibly smart, young and independent,” said Fernandes. “She is known as a leading businesswoman in Malaysia and her journey to conquer the business world is an inspiration to us.”

Neelofa is a typical hijabista. Her Facebook and Twitter accounts have millions of followers.

According to a recent study by Walter Thompson Company titled “Muslim Women: Focus on Southeast Asia,” in Southeast Asia – AirAsia’s main market – ambitious Muslim women who combine style and digital technology while still adhering to religious rules – are playing an increasingly important role.

“Young Muslim women in Southeast Asia are entering the social media age and are demonstrating new aspirations and behaviors, creating both opportunities and challenges for brands,” the study said.

More than a third of Muslim women surveyed said they travel at least once a year, while 75% of women surveyed in Indonesia and 58% in Malaysia said they shop online at least once a month.

According to Zing/Nikkei