In celebration of Children's Day, Xiamen Airlines proudly unveils "My Family" series IP, cultivating a new brand for the aviation and travel lifestyle. This initiative aims to create a more sustainable, warm and delightful flight experience for passengers.

Creating an Immersive IP Themed Journey

On May 31, 2024, Xiamen Airlines hosted a themed activity, offering passengers an intimate encounter with the new service IP "My Family", and its sustainable family members.

"Hello, welcome to the 'My Family' Universe!" As passengers board the MF8101 Xiamen-Beijing themed flight, they are greeted by the charming presence of Xiamen Airlines' sustainable family members. These lively and adorable characters appear on seats and are portrayed on windows, infusing the cabin with a sense of fun.

This themed flight also introduces a brand-new IP-themed children's meal for young passengers. Xiamen Airlines' culinary experts have specially crafted a Red Bean Matcha Milk Jelly, paired with tangy and tasty Tomato Bolognese Pasta. This nutritional combination of fruits, vegetables, carbohydrates, and protein offers an enjoyable and visually appealing in-flight dining experience. Each passenger receives a thematic souvenir, complemented by interactive games brimming with childlike wonder, planting the seeds of sustainable development in their hearts.

From May 31 to June 1, 2024, Xiamen Airlines synchronized "My Family" series themed decorations in its self-operated lounges across six cities: Xiamen, Fuzhou, Hangzhou, Quanzhou, Tianjin, and Shanghai. Passengers are invited to take memorable photos in the themed areas.

The First Sustainable Development Themed Airline Service IP

The "My Family" sustainable family launched by Xiamen Airlines is the first of its kind in China, focusing on sustainable development themed airline service. Each family member boasts a unique individual character and visual identity. Beyond their aviation-inspired design, the IP design also incorporates sustainable development goals such as "life on land", "clean water and sanitation", "climate action", and "life below water". Next, IP members will accompany passengers on a wonderful journey centered on environmental protection, responsibility, and love.

"My Family", "MF" for short, happens to be an exclusive airline code designated by the International Air Transport Association for Xiamen Airlines. This seemingly coincidental and meticulous design reflects Xiamen Airlines' vision of Earth as a harmonious big family. It signifies Xiamen Airlines’ commitment to raising awareness about sustainable development in the whole society, and promoting a shared future for mankind, conveying its care and concern for both passengers’ small families and the large global family.

As scheduled, starting from June 1, 2024, Xiamen Airlines will reveal the "My Family" onboard experience zone in select aircraft. In addition to the regular IP-themed ambiance, Xiamen Airlines will roll out a series of service products that align with the IP concept enriching the travel experience for families with offerings like healthy and nutritious meals and thematic service items, thereby enhancing the overall service experience. Moreover, Xiamen Airlines will collaborate with Xiamen Airlines Media Technology Co., Ltd., Xiamen Airlines Hotels and Xiamen Air Travel to launch travel supporting products and service zones on the APP, official website and other channels for passengers' convenience. Looking forward, Xiamen Airlines plans to regularly hold "My Family" series limited events and gradually launch cultural and creative IP peripheral products, aiming to deliver more joyful and surprising flight experiences to passengers.