Core 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]

Group 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]

Core Insights - The "World of Shangri-La: Coffee & Tea in the Snow Mountains" cultural and tourism creative exhibition is taking place in Shanghai from October 22 to 26, 2025, showcasing the unique highland culture of northwest Yunnan through a coffee and tourism theme [1][3]. Group 1: Exhibition Highlights - The exhibition features four functional areas, including a tourism promotion area showcasing videos of famous attractions like Pudacuo National Park and Songzanlin Temple [1]. - A coffee sales area includes a copper hand-drip stand shaped like the Shangri-La mountain range, offering five limited edition drinks that attract coffee enthusiasts [1]. - The surrounding display area features practical and collectible cultural products, such as Tibetan-style coffee cups and "God Mountain Awakening" coffee soap [1]. - An interactive game area engages families and young people, creating a lively atmosphere with all-day interactive games [1]. Group 2: Special Drinks - Seven limited edition drinks have become popular, each reflecting highland characteristics, such as the hand-crafted butter tea latte and Matsutake cold brew [5]. - The "Merit Starry Dirty" drink uses butterfly pea flower and gold powder to recreate the romantic scenery of snow-capped mountains at night [5]. - The "Holy Land Dawn" drink features barley wine milk foam and gold leaf, resembling the majestic "Golden Mountain" effect [5]. - Traditional butter tea retains ancient Tibetan craftsmanship, while butter bulletproof coffee caters to urban lifestyles [5]. Group 3: Visitor Engagement - The exhibition has attracted over 20,000 visitors so far, highlighting the growing interest in the "Coffee and Snow Mountain" experience [5].

Core Insights - Starbucks China has announced a comprehensive partnership with China Eastern Airlines, focusing on the integration of coffee and travel industries, particularly through the creation of Yunnan coffee-themed flights [1][2]. Group 1: Partnership Details - The collaboration aims to leverage complementary resources, with a significant focus on co-creating Yunnan coffee experiences [1]. - The inaugural flight, MU5814, successfully took off, featuring a specially decorated cabin where over 200 passengers enjoyed cold brew coffee made from Starbucks' selected Yunnan Menglian sun-dried Bourbon coffee beans [2]. Group 2: Thematic Flight Experience - Passengers on the inaugural flight received exclusive gifts, including themed neck pillows, earplugs, Starbucks and Eastern Airlines co-branded badges, themed refrigerator magnets, and a Yunnan coffee manual [3]. - The Yunnan coffee-themed flights will operate for a month, expanding to more routes following the successful first flight [3]. Group 3: Community and Cultural Initiatives - Starbucks China has been actively exploring the "coffee + cultural tourism" model, having invested 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 [3]. - In August 2024, Starbucks plans to launch the "Shared Value Seeking Beans Yunnan" project, committing 4 million yuan to support 10 coffee-growing villages in Pu'er, focusing on talent and cultural revitalization [3]. - In September, Starbucks also announced a collaboration with Xiaohongshu to create an "interest community space" project [3].

Core Insights - Starbucks China has launched a new collaboration with China Eastern Airlines to create a Yunnan coffee-themed flight, with the inaugural flight MU5814 successfully completed [1] - The flight featured over 200 passengers enjoying cold brew coffee made from Starbucks' selected Yunnan Menglian sun-dried Bourbon coffee beans in a specially decorated cabin [1] - This initiative is part of a broader partnership established in July 2023, focusing on the integration of coffee and travel industries, particularly in Yunnan [1] Group 1 - The Yunnan coffee-themed flight is a significant component of the collaboration between Starbucks China and China Eastern Airlines, emphasizing the theme "Every cup has Yunnan" [1] - Passengers on the inaugural flight received exclusive gifts, including themed neck pillows, earplugs, a Starbucks and Eastern Airlines co-branded badge, themed refrigerator magnets, and a Yunnan coffee manual [1] - The Yunnan coffee-themed flights will operate on more routes over the next month following the successful inaugural flight [1] Group 2 - In recent years, Starbucks China has been exploring the "coffee + cultural tourism" concept, with initiatives such as the "Shared Value Beautiful Star Village" project launched in December 2021, which involved over 17 million yuan in donations [2] - The "Shared Value Seeking Beans Yunnan" project was announced in August 2024, with an investment of 4 million yuan to support 10 coffee-growing villages in the Pu'er region, focusing on talent and cultural revitalization [2] - In September 2023, Starbucks also launched a project in collaboration with Xiaohongshu to create "interest community spaces" [2]

Core Insights - Starbucks China and China Eastern Airlines launched the "Yunnan Coffee Themed Flight," marking a new collaboration in the "coffee + travel" sector [1][2] - The flight features specially designed cabin decor and offers passengers a unique tasting experience with Yunnan coffee [1][2] - Starbucks has been actively involved in promoting Yunnan coffee since establishing a support center in 2012, showcasing the quality improvements over the years [1][3] Group 1: Collaboration and Initiatives - The partnership between Starbucks China and China Eastern Airlines aims to leverage complementary resources to explore the integration of coffee and travel [1][2] - The themed flight will operate for a month, spreading the story of Yunnan coffee to various destinations [2] - Starbucks has invested over 17 million yuan in rural revitalization projects in Yunnan, focusing on integrating agriculture, culture, and tourism [2] Group 2: Product Development and Marketing - In 2025, Starbucks will introduce Yunnan's Yellow Bourbon coffee beans for the ninth consecutive year, highlighting the collaboration with local farmers [3] - A series of promotional activities themed "Every Cup, with Yunnan" will take place in October 2025, coinciding with the global coffee month [3] - Starbucks will host coffee tasting events and classes across over 7,800 stores nationwide to showcase the quality of Yunnan coffee [3]

Core Insights - Starbucks China and China Eastern Airlines launched the "Yunnan Coffee Themed Flight" on October 22, marking a significant collaboration to promote Yunnan coffee [1][2] - The partnership aims to leverage complementary resources, focusing on co-creation in the Yunnan coffee sector [1] - Starbucks has been actively exploring the integration of coffee with cultural tourism, investing over 17 million yuan in the "Shared Value Beautiful Star Village" project in Yunnan [1] Summary by Sections Collaboration and Initiatives - The "Yunnan Coffee Themed Flight" successfully took off from Shanghai Hongqiao Airport to Kunming Changshui Airport [1] - Starbucks China announced a comprehensive partnership with China Eastern Airlines in July, emphasizing Yunnan coffee co-creation [1][2] Community and Cultural Engagement - In December 2021, Starbucks invested over 17 million yuan in a project aimed at rural revitalization in Baishapo Village, Pu'er City, integrating agriculture, culture, and tourism [1] - In August 2024, Starbucks will launch the "Shared Value Seeking Beans Yunnan" project, contributing 4 million yuan to support 10 coffee-growing villages in the Simao District of Pu'er City [1] Product Offerings - In 2025, Starbucks will introduce Yunnan's specialty coffee beans for the ninth consecutive year, including the Yellow Bourbon variety for the first time [2] - The Chief Growth Officer of Starbucks China expressed the desire to share the rich aroma of Yunnan coffee with a broader audience through the themed flight initiative [2]

Core Insights - The second Station Coffee Festival was held from July 4 to 6, showcasing over 120 coffee and cultural brands from 33 countries, emphasizing an international coffee culture experience [1] - The festival featured nearly 80 specialty coffee exhibitors and over 40 coffee-themed cultural food stalls, with 65% of the brands being from outside Beijing, allowing residents to enjoy global coffee varieties without leaving the city [1] - The event included two cupping sessions highlighting 60 unique Yunnan coffee beans, showcasing advancements in flavor and craftsmanship, and aimed to enhance the visibility and influence of Yunnan coffee [1] - A latte art competition was held, featuring multiple coffee champions, and included a public voting segment to engage citizens and foster a rich coffee culture atmosphere [1] - The festival explored a "Coffee+" cross-industry integration model, combining coffee with cycling, film, and trendy activities, and created a Coffee Walk reward map to convert event traffic into commercial consumption [1] Additional Insights - The festival collaborated with the ancient architecture music season to create a music IP, integrating music into the coffee consumption experience, showcasing the city's cultural inclusivity and innovation [2] - The event has been held twice, utilizing innovative models of "Coffee + Cultural Tourism" and "Culture + Commerce" to stimulate regional consumption growth and enhance cultural soft power and city reputation [2]