星巴克携手雀巢、中国东航升级云端咖啡体验Starbucks partners with Nestle and China Eastern Airlines to upgrade cloud coffee experience
拓宽空中咖啡消费场景
星巴克联合雀巢、中国东航正式宣布升级 "咖啡+航旅"合作模式 ，为出行旅客打造云端专属的星巴克咖啡体验 。这不仅是三方精准洞察消费者出行需求高涨，持续升级航空服务体验的全新实践，也标志着星巴克正加速开拓更丰富的消费场景。
此次携手中国东航升级机上咖啡体验，是星巴克与雀巢自2018年成立全球咖啡联盟（Global Coffee Alliance）以来，持续深耕中国市场的又一里程碑。八年来，星巴克以授权模式不断拓展消费触点，推动优质咖啡触达消费者生活的更多维度。
打造品质出行，星巴克精品咖啡体验走进东航两舱
在星巴克与雀巢、东航品牌联合活动暨云端咖啡服务升级发布会上，三方正式宣布星巴克咖啡进入中国东航头等舱及公务舱服务体系 。未来，乘坐中国东航头等舱及公务舱的旅客，将会在飞行途中享用高品质的星巴克授权咖啡服务，开启万米高空的专属咖啡时光。
此次两舱咖啡升级，是星巴克与雀巢、中国东航三方合作的进一步深化，通过将高品质咖啡体验融入航空出行场景，为消费者用心打造兼具品质与情感的价值体验。雀巢集团大中华区董事长兼首席执行官马凯思（Kais Marzouki）表示："雀巢咖啡与星巴克咖啡将发挥各自在咖啡产品与服务方面的优势，共同融入中国东航的客舱餐饮。"
中国东航相关负责人也分享道："本次东航两舱咖啡升级，是东航、雀巢与星巴克三段合作缘分的交汇。从东航与雀巢相伴16年的合作积淀，到星巴克在中国航空渠道首次机上联名落地，两舱旅客可体验星巴克经典阿拉比卡咖啡。未来，希望以一杯咖啡为纽带，陪伴旅客每一段万米高空之上的旅途。"
值得一提的是，星巴克与中国东航此前已围绕会员生态开展合作，为双方会员提供更加丰富的权益体验。此次合作则进一步从会员层面延伸至机上服务环节 ，为咖啡行业与航空行业跨界价值创新提供了新的实践样本。星巴克全球渠道发展业务官David Hanson表示："去年星巴克与中国东航宣布的合作，为消费者开启了咖啡与旅行交融的全新体验。此番合作落地，是星巴克与雀巢、东航三方联动、优势互补的典范。我们非常高兴能够将星巴克的人文联结体验延伸至万米高空，带给中国东航的旅客朋友们。"
星巴克、东航、雀巢三方品牌高层共同见证合作启动
回应消费者出行需求洞察，打造跨界价值创新范式
近年来，伴随消费者对便捷、舒适出行体验需求的攀升，航空旅行已从"单纯的位移"进化为"整体旅程体验"的延展。民航局在《"十四五"航空运输旅客服务专项规划》解读中指出，消费结构升级趋势明显，航空服务需要进一步满足旅客对高品质服务的需求。机上餐饮体验作为旅客在飞行过程中接触最直接的服务内容之一，正成为航空公司提升服务品质的重要环节。
《2025年中国咖啡市场发展状况与消费行为调查数据》指出，36.62%的消费者习惯在驾车时或出行途中饮用咖啡。本次合作升级正是从消费者的日常需求出发，借助咖啡这一小而美的餐饮触点，为出行旅客打造个性化、独特的飞行旅程体验。
星巴克授权咖啡服务进入东方航空头等舱及公务舱服务体系
深耕中国市场，星巴克构筑多维度咖啡生活形态
2018年，星巴克与雀巢共同组建全球咖啡联盟（Global Coffee Alliance），致力于开拓家用咖啡及星巴克门店外的咖啡体验场景，塑造了围绕消费者生活场景的多元化咖啡业态。
星巴克全球渠道发展业务官David Hanson
依托星巴克授权咖啡服务业务，星巴克高品质咖啡体验已进入办公空间、酒店、文旅及交通出行等多个领域，覆盖全国110个核心城市、近1900个点位 。此前，星巴克授权咖啡服务已走进江浙沪的高铁车厢，这一次更是出现在了中国东航的客舱，丰富了交通出行场景中的高品质咖啡体验触点。
星巴克全球渠道发展业务官David Hanson表示："雀巢是星巴克全球咖啡联盟的长期重要合作伙伴。我们始终从消费者的生活形态出发，持续发挥星巴克的咖啡专长与品牌优势，不断共创高品质咖啡融入多元化场景，与更多消费者温暖联结。"
到场嘉宾合影留念
雀巢集团大中华区董事长兼首席执行官马凯思
星巴克全球渠道发展业务官韩大卫
Source: Oriental Net
Expand the consumption scenarios of aerial coffee
Starbucks, Nestle, and China Eastern Airlines have officially announced the upgrade of their "Coffee+Travel" cooperation model, creating a cloud based exclusive Starbucks coffee experience for travelers. This is not only a new practice of three parties accurately understanding the high demand for consumer travel and continuously upgrading the aviation service experience, but also marks Starbucks' acceleration in exploring richer consumer scenarios.
This collaboration with China Eastern Airlines to upgrade the in-flight coffee experience is another milestone in Starbucks and Nestle's continued deepening of the Chinese market since the establishment of the Global Coffee Alliance in 2018. Over the past eight years, Starbucks has continuously expanded its consumer touchpoints through an authorized model, promoting high-quality coffee to reach more dimensions of consumers' lives.
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Creating Quality Travel, Starbucks Premium Coffee Experience Enters China Eastern Airlines Two Cabin
At the joint event between Starbucks, Nestle, and China Eastern Airlines and the launch of the cloud coffee service upgrade, the three parties officially announced that Starbucks coffee has entered China Eastern Airlines' first-class and business class service systems. In the future, passengers flying in China Eastern Airlines' first and business class will enjoy high-quality Starbucks authorized coffee services during their flights, opening up exclusive coffee time at altitudes of tens of thousands of meters.
The upgrade of the two cabin coffee service is a further deepening of the cooperation between Starbucks, Nestle, and China Eastern Airlines. By integrating high-quality coffee experience into the aviation travel scene, we aim to create a value experience that combines quality and emotion for consumers. Nestl é Coffee and Starbucks Coffee will leverage their respective strengths in coffee products and services to integrate into China Eastern Airlines' cabin catering, "said Kais Marzouki, Chairman and CEO of Nestl é Group Greater China
The relevant person in charge of China Eastern Airlines also shared, "The upgrade of China Eastern Airlines' two cabin coffee is the intersection of the three cooperative relationships between China Eastern Airlines, Nestle, and Starbucks. From the 16 year cooperation between China Eastern Airlines and Nestle, to Starbucks' first joint landing on the Chinese aviation channel, two cabin passengers can experience Starbucks' classic Arabica coffee. In the future, we hope to use a cup of coffee as a link to accompany passengers on every journey at an altitude of tens of thousands of meters
It is worth mentioning that Starbucks and China Eastern Airlines have previously cooperated around the member ecosystem, providing a richer experience of benefits for both parties' members. This cooperation further extends from the membership level to the in-flight service sector, providing new practical examples for cross-border value innovation in the coffee and aviation industries. David Hanson, Global Channel Development Business Officer of Starbucks, said, "Last year, Starbucks announced a partnership with China Eastern Airlines, which opened up a new experience of coffee and travel integration for consumers. The implementation of this partnership is a model of Starbucks, Nestle, and China Eastern Airlines' tripartite linkage and complementary advantages. We are very pleased to extend Starbucks' humanistic connection experience to thousands of meters above sea level and bring it to the passengers of China Eastern Airlines
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Top executives of Starbucks, China Eastern Airlines, and Nestle jointly witness the launch of cooperation
Responding to consumer travel needs insights and creating a cross-border value innovation paradigm
In recent years, with the increasing demand of consumers for convenient and comfortable travel experiences, air travel has evolved from a "simple displacement" to an extension of the "overall journey experience". The Civil Aviation Administration of China pointed out in the interpretation of the "14th Five Year Plan for Air Transport Passenger Services" that there is a clear trend of upgrading the consumption structure, and air services need to further meet the demand of passengers for high-quality services. The in-flight dining experience, as one of the most direct service contents that passengers come into contact with during the flight, is becoming an important link for airlines to improve service quality.
According to the survey data on the development status and consumption behavior of China's coffee market in 2025, 36.62% of consumers are accustomed to drinking coffee while driving or traveling. This collaboration upgrade is based on the daily needs of consumers, leveraging coffee as a small yet beautiful dining touchpoint to create personalized and unique flight experiences for travelers.
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Starbucks authorizes coffee service to enter China Eastern Airlines' first and business class service system
Deeply cultivating the Chinese market, Starbucks builds a multidimensional coffee lifestyle
In 2018, Starbucks and Nestle jointly formed the Global Coffee Alliance, dedicated to exploring home coffee and coffee experience scenarios outside Starbucks stores, shaping a diversified coffee industry centered around consumer life scenarios.
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David Hanson, Global Channel Development Business Officer at Starbucks
Relying on Starbucks' authorized coffee service business, Starbucks' high-quality coffee experience has entered multiple fields such as office space, hotels, cultural tourism, and transportation, covering nearly 1900 locations in 110 core cities across the country. Previously, Starbucks authorized coffee services have entered high-speed rail carriages in Jiangsu, Zhejiang, and Shanghai, and this time they have appeared in the cabins of China Eastern Airlines, enriching the high-quality coffee experience touchpoints in transportation scenarios.
Nestle is a long-term and important partner of Starbucks' Global Coffee Alliance, "said David Hanson, Global Channel Development Business Officer at Starbucks." We always start from the lifestyle of consumers, continue to leverage Starbucks' coffee expertise and brand advantages, and constantly create high-quality coffee that integrates into diversified scenarios, connecting warmly with more consumers
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Guests present took a group photo as a memento
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Chairman and CEO of Nestl é Group in Greater China, Mr. Ma Kaisi
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Starbucks Global Channel Development Business Officer David Han