Starbucks China has announced a new partnership with China Eastern Airlines. As part of the collaboration, 160 million Starbucks Rewards members will be the first to enjoy a joint loyalty program with the airline’s Eastern Miles.
The partnership also sets the stage for innovation in the “coffee + air travel” space, with a focus on three key areas: Yunnan coffee, cultural tourism, and sustainability. For Starbucks, Yunnan is a core coffee-growing region and home to its first Farmers Support Center in Asia-Pacific. China Eastern, with its vast flight network, connects Yunnan with the rest of the country. Both brands have contributed to the region’s economic growth, cultural exchange, and efforts to encourage greener consumer behavior.
The two companies plan to promote Yunnan coffee to global travelers. A co-branded “Yunnan Coffee-Themed Flight” will launch soon, featuring in-flight experiences like themed cabin designs, coffee tastings, short films, and exclusive gifts—bringing the story and flavor of Yunnan coffee to the skies.
The partnership aims to meet rising consumer demand for immersive travel experiences. By combining Starbucks’ 7,700+ “Third Place” stores across China—designed as welcoming spaces beyond home and work—with China Eastern’s extensive tourism network, the collaboration hopes to elevate the travel experience while boosting local economies.