Xiamen Airlines Service Culture Experience Hall Opens, Unveiling a New Chapter of Harmony Between Sky and Earth

On April 19, 2025, Xiamen Airlines officially launched MF Town, China's first aviation service experience complex. This unique venue extends Xiamen Airlines' high-quality service from the skies to the ground, creating a distinctive "cultural lounge" that integrates aviation features with local culture. Additionally, MF Town will serve as an innovation practice base for the aviation industry, driving research in service development, talent cultivation, and cultural exchange, thereby injecting intrinsic momentum into the high-quality development of aviation services. On the same day, the inaugural exhibition at MF Town, themed around Mazu culture, was also launched.

The overall design of MF Town draws inspiration from the brand culture of Xiamen Airlines. The space features an Eastern light and refined aesthetic. From the Minnan yellow rusticated stone on the building's exterior to the Fujian line-carving screens and Tulou-shaped tea pavilions inside, the hall is imbued with local Fujian cultural elements. Ingeniously incorporated are recycled aviation materials such as airport runway lights, aircraft cabin windows, and wheel hubs, which echo the technological feel of modern aviation. Moreover, the hall extensively uses eco-friendly materials like coffee grounds panels and wood chip terrazzo, reflecting Xiamen Airlines' commitment to sustainable development. The hall is divided into five major spaces - Lu Ting (Egret Courtyard), Lu Pan (Egret Side), Lu Ge (Egret Pavilion), Lu Yu (Egret Isle), and Lu Tai (Egret Terrace) - integrating diverse business formats such as tea and coffee experiences, wine tasting, creative cuisine, art exhibitions, and theatrical performances. These spaces are designed around the five senses - sight, hearing, taste, smell, and touch - to create an Eastern aesthetic lifestyle.

From its service philosophy of "integrity as the foundation, guests as the priority" to its service connotation of "exquisite, respectful, meticulous, and beautiful," Xiamen Airlines' service has become a national standard. It has won the "World-Class Airline" award for three consecutive years and has been rated as the "Best Airline" by passengers for ten consecutive years. Through continuous innovation and reform, Xiamen Airlines has been constantly refreshing its honors in the service field, consolidating its leading position in the industry. The inauguration of MF Town, which originates from the skies and feeds back into the skies, will follow a self-research, self-cultivation, and self-training approach. It will establish the Xiamen Airlines Service Development Research Office, the ICONIC Service Innovation Studio, and the Xiamen Airlines Service Business Training Base to build a new service talent cultivation system. This initiative aims to nurture more high-caliber, specialized, and innovative service talents and experts, conduct research on service standards, and carry out testing, verification, and application promotion to drive the industry's more internationally competitive service standard output.

On the same day, Stefan Stiller, the three-Michelin-star chef from Shanghai's Taian Table Restaurant, and Zhang Yifeng, the executive chef of Chao Shang Chao, both friends of the Xiamen Airlines brand, were present at the event. Stiller reviewed his collaboration with Xiamen Airlines, from "A Starred Journey" in-flight dining and wine service to the development of new Fujian cuisine, noting that Xiamen Airlines' service is not only a feast for the palate but also a cultural dialogue that transcends mountains and seas. The event also announced the launch of the "Chateau XiamenAir·Sky Tea Alliance" project. Xiamen Airlines will leverage its Chateau XiamenAir IP to join forces with international authoritative institutions, top national tea companies, and overseas partners to create an international community for Chinese tea culture.

Zhao Dong, Chairman of Xiamen Airlines, said that MF Town, carrying the cultural genes of the airline, will serve as a "window" to showcase its service culture, a "cradle" for service innovation incubation, and a "platform" for cross-industry exchanges and cooperation. Through immersive service experiences, it will fully present the integration of Xiamen Airlines' culture with Chinese culture, allowing friends from all over the world to feel the warmth of Xiamen Airlines' service and appreciate the profound heritage of Chinese culture.

As the inaugural exhibition of MF Town, "Dialogue Across Time and Space Between Xiamen Airlines' Mission and Mazu Spirit" vividly demonstrated the unique cultural resonance between Xiamen Airlines and Mazu through diverse artistic forms such as wood carving, white porcelain, imagery, and ship models, bridging mountains, seas, and the passage of time.

Mazu is not only the "Guardian of the Seas" but also an embodiment of traditional Chinese virtues and a spiritual bond connecting overseas Chinese. Zhao Dong emphasized that Xiamen Airlines has a deep connection with Mazu culture, with Mazu's spirit of "virtue, kindness, and great love" closely aligning with the airline's mission of "helping more people travel around the world." The Mazu-themed cultural exhibition injects unique connotations into the cultural inheritance and development of Xiamen Airlines. The airline will use its global route network and brand influence to tell Chinese stories and Mazu stories on the world stage, continuously expanding the international influence of Mazu culture.

At the new starting point of Xiamen Airlines' "century-long journey," MF Town is not only a key move to extend the airline's high-quality service but also a vivid practice of connecting the world and conveying values with culture as the wings and service as the bridge.