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]