Jing Ji Wang·2025-10-24 01:20Group 1 - Starbucks China has launched a new collaboration with China Eastern Airlines, introducing a Yunnan coffee-themed flight, MU5814, which successfully completed its inaugural journey [1] - Over 200 passengers on the inaugural flight enjoyed cold brew coffee made from Starbucks' selected Yunnan Menglian sun-dried Bourbon coffee beans in a specially designed cabin [1] - The partnership aims to leverage complementary resources, focusing on co-creation in the Yunnan coffee sector and exploring the integration of coffee and travel industries [1] Group 2 - In recent years, Starbucks China has been exploring the "coffee + cultural tourism" concept, investing over 17 million yuan in the "Shared Value Beautiful Star Village" project in Yunnan, aimed at rural revitalization through coffee-themed integration of agriculture, culture, and tourism [2] - In August 2024, Starbucks plans to launch the "Shared Value Seeking Beans in Yunnan" project, committing 4 million yuan to support 10 coffee-growing villages in Pu'er, focusing on talent and cultural revitalization [2] - In September, Starbucks announced a collaboration with Xiaohongshu to create an "Interest Community Space" project [2]