Fliggy, a leading online travel services platform and a wholly owned subsidiary of Alibaba Group (NYSE: BABA and HKEX: 9988 (HKD Counter) and 89988 (RMB Counter)), and Eastar Jet, a South Korean budget airline, signed a partnership agreement in Hangzhou on September 10. The two companies will deepen cooperation across digital marketing, membership benefits, and AI, giving travelers more cost-effective and convenient flight booking and travel services.
The two companies will also explore new “Flight+” bundle products and service scenarios built on Fliggy’s agentic AI travel assistant and Alibaba’s Qwen models. Eastar Jet plans to launch dedicated ticketing initiatives and policies for Fliggy users, drawing on Fliggy’s livestreaming, key opinion leader (KOL), and wider digital marketing resources to build its brand presence in China and improve conversion efficiency.
Eastar Jet flies routes across East Asia, Southeast Asia, and Central Asia, with China among its most densely served markets. It currently operates round-trip flights between cities in South Korea and Shanghai, Yanji, Zhangjiajie, Yantai and Zhengzhou in Chinese mainland, as well as the Hong Kong SAR, Macau SAR, and Taiwan markets.
China and South Korea now rank among each other’s top outbound travel destinations. Fliggy data shows bookings for South Korea travel products by Chinese travelers grew more than 40% year over year (YoY) during the recent summer, while flight bookings by Korean travelers to China rose by nearly 100% YoY over the same period.
Cho Jung-seok, Chairman and CEO at Eastar Jet, said:
“We look forward to expanding our reach among Chinese travelers through our partnership with Fliggy, one of China’s leading online travel platforms, and unlock new demand for travel to South Korea. Looking ahead, we will continue to deepen our collaboration with partners across China, encouraging more travelers to explore South Korea while strengthening tourism exchanges between the two countries and supporting the growth of tourism economies.”
Li Chen, Vice President and General Manager of Transportation at Fliggy, said:
“We are pleased to deepen our cooperation with Eastar Jet, which further strengthens the quality of Fliggy’s flight supply across East Asia and Southeast Asia. Together, we will be better positioned to serve cross-border travel between China and South Korea, as well as global travelers visiting the region, and to give our users a more convenient and higher-quality booking and travel experience.”
Fliggy’s flight booking services are now integrated with more than ten search, e-commerce and e-wallet platforms, including Google Flights, AliExpress, Lazada, Alipay HK, Mpay, GCash, Touch&Go, DANA, TrueMoney and Hipay, making it easier for overseas users to book and manage travel.
