Starbucks China and China Eastern Airlines on July 14 unveiled a strategic partnership aimed at bringing specialty coffee to the skies and enhancing customer experience.

The collaboration introduces a joint membership model that merges coffee culture with air travel, benefiting Starbucks China's 160 million Rewards members and China Eastern's frequent flyers.

Starbucks Rewards and Eastern Miles members can link their accounts through the official apps or websites to enroll in the joint membership program. New members will receive immediate reciprocal rewards: 100 Eastern Miles points for Starbucks members and 1 Starbucks Rewards Star for airline members.

Starbucks Rewards Diamond members booking through China Eastern's official channels will earn 1.5 times the mileage points, while Eastern Miles Silver, Gold, and Platinum members will receive 1.5 times the usual Stars on Starbucks purchases.

Premium members can also enjoy in-flight Wi-Fi and a complimentary tall-sized coffee.

Additionally, exclusive boarding passes will be issued for joint members departing from six major airports in Beijing, Shanghai, Xi'an, and Kunming.

Beyond the joint membership, the two companies will expand their collaboration in three key areas: promoting Yunnan coffee, enhancing cultural travel experiences, and advancing sustainable development.

Starbucks has been actively involved in Yunnan's coffee industry for 13 years, having established its first Asia-Pacific Farmer Support Center in Pu'er in 2012.

By combining China Eastern's global aviation network with Starbucks' coffee expertise, the partnership launched Yunnan coffee-themed flights. These features include special cabin decor, onboard tastings, curated films, and custom gifts, offering passengers an immersive introduction to Yunnan's rich coffee culture.

To integrate cultural tourism with air travel, the program leverages Starbucks' 7,700 stores across China and China Eastern's extensive tourism resources to launch locally tailored products and services, enhancing travel experiences while supporting local economies.

The initiative also aligns with sustainability goals, with several "green flight" programs underway to promote eco-friendly, low-carbon travel options.

Source: Shanghai Observer