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]