Core Insights - Starbucks China and China Eastern Airlines announced a series of innovative cooperation measures at the 8th China International Import Expo, aiming to enhance customer experiences from high altitudes to third spaces [1] Group 1: Partnership Initiatives - Starting from Q2 2026, first-class and business-class passengers of China Eastern Airlines will enjoy exclusive Starbucks coffee at high altitudes, bringing high-quality Starbucks experiences to the skies [2] - The partnership will upgrade joint membership benefits, introducing new perks such as point rewards, allowing members to gain more surprises and returns while enjoying Starbucks coffee and flying with China Eastern Airlines [2] Group 2: Cultural and Community Engagement - The collaboration will focus on Yunnan, exploring the rich intangible cultural heritage of the region and its innovative integration into cultural tourism and business [2] - A series of "Origin Tour" tasting events will be held during the expo, allowing attendees to taste Yunnan coffee and learn about Starbucks' long-term commitment to supporting local coffee farmers [2] Group 3: Membership Growth - Since the launch of the joint membership program in July, it has attracted nearly 500,000 customers, covering the entire experience from membership binding to flight consumption [2] - As of the end of FY2025, the active membership of the Starbucks membership program is expected to exceed 25.5 million, setting a new historical record [3]

Group 1 - The event was themed around the traditional Chinese festival Qixi, aiming to create a romantic atmosphere for passengers on flight MU6773 from Hangzhou to Chengdu [1] - Flight attendants prepared "romantic gift packs" including DIY hand-painted cards, flower bouquets, special drinks, and Eastern Airlines tea to enhance the flying experience [3] - The flower bouquets were made from pink and red twist ties, symbolizing everlasting love and convenience for passengers to carry after the flight [3] Group 2 - Flight attendants actively engaged with passengers by taking photos against the backdrop of the blue sky, capturing moments of happiness and romance during the flight [3] - At the end of the event, flight attendants broadcasted heartfelt wishes for Qixi, encouraging passengers to cherish their relationships [6] - The activity successfully infused romance and sentiment into the flight experience, making it a memorable occasion for travelers [6]