Bei Jing Shang Bao·2025-10-27 06:12Core Insights - Starbucks China and China Eastern Airlines have launched the "Yunnan Coffee Themed Flight," marking a new collaboration in the "coffee + travel" sector [1][3] - The inaugural flight features a cabin theme of "Every Cup, From Yunnan," showcasing the journey of Yunnan coffee from bean to cup [1] - Passengers on the inaugural flight received exclusive gifts and enjoyed cold brew coffee made from Starbucks' selected Yunnan Menglian sun-dried Bourbon coffee beans [1] Group 1 - The partnership between Starbucks China and China Eastern Airlines aims to leverage complementary resources, focusing on co-creation in the Yunnan coffee sector [3] - The Yunnan coffee themed flight is a significant part of this collaboration, which was officially announced in July [3] - Starbucks has been exploring the integration of "coffee + cultural tourism," with initiatives such as the "Shared Value Beautiful Star Village" project in Yunnan, which received over 17 million yuan in donations [3] Group 2 - In August 2024, Starbucks plans to launch the "Shared Value Seeking Beans Yunnan" project to support ten coffee-growing villages in the Pu'er region, focusing on talent and cultural revitalization [3] - The company has also opened several intangible cultural heritage concept stores in cities like Hangzhou, Nanjing, and Suzhou, and established themed stores in popular tourist destinations such as Dunhuang and Jiuzhaigou [3]