Pioneering Change in Aviation and Beyond
When Catherine Goh took the helm at Santan, she saw more than an airline food brand, she
envisioned a movement that celebrates Southeast Asian flavors, empowers local producers,
and creates sustainable value across borders. Her leadership has been instrumental in
transforming Santan from AirAsia’s in-flight dining arm into a global F&B enterprise that
connects cultures through food.
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In a world where airline meals have long been dismissed as uninspired or forgettable, Catherine challenged convention and proved that quality, authenticity, and care can thrive even at 30,000 feet. Santan became the exception — an airline food brand so successful that its popularity spilled beyond the cabin, inspiring the creation of on-ground outlets and retail products that allow people to enjoy their favourite inflight meals anytime, anywhere.
By introducing AI-powered demand forecasting and digitized
logistics, she minimized waste, improved cost efficiency, and ensured consistent product quality
across hundreds of routes and outlets.
Her bold move to introduce freeze-dried coffee and ready-to-eat meals expanded Santan’s
reach beyond the skies into retail and e-commerce, allowing millions to enjoy authentic
Southeast Asian flavors anytime and anywhere. Under Catherine’s guidance, Santan became a
model of how innovation can coexist with accessibility, turning casual dining into a scalable
business that celebrates culture and sustainability.
Sustainability and Social Responsibility at the Core
Catherine’s philosophy revolves around inclusive growth. Through sustainable sourcing
partnerships, Santan works directly with local farmers, suppliers, and communities across the
ASEAN region, ensuring fair trade and responsible ingredient sourcing. Her team introduced
eco-conscious packaging, reduced carbon footprints across operations, and aligned Santan’s
growth with Capital A’s Net Zero 2050 goal.
The company also invests in community-driven programs, such as culinary upskilling initiatives
for local entrepreneurs and supplier development programs designed to promote long-term
economic empowerment. Catherine has been a strong advocate for women in leadership,
establishing mentorship frameworks within Santan to encourage female executives to rise and
lead with confidence and empathy.
Empowering a New Generation of Leaders
Catherine’s leadership style blends agility, empathy, and innovation. Recognized in Prestige
magazine’s 40 Under 40 and Women of Power List 2025, as well as honoured among Malaysia’s Top 30 Young Entrepreneurs 2025 and the Shanghai Honourable Women Entrepreneur (SHE) Award 2025 she continues to inspire young professionals to challenge limits and lead with authenticity. She views success not only in profits
but in how many lives are improved along the way from customers and employees to suppliers
and communities.
Through her vision, Santan has evolved into more than a business, it is a brand that represents
progress, pride, and purpose for an entire region. As she continues to lead Santan into new
markets, Catherine’s legacy will remain rooted in her belief that leadership is not about position
but about creating meaningful impact through passion and perseverance.
