South Korea’s full-service carrier Asiana Airlines Inc. will launch a new membership service jointly with the nation’s food and entertainment conglomerate CJ Group in a move to seek new revenue sources amid intensifying competition from low-cost carriers.

The airline said Monday it has signed a new magic boarding pass partnership with CJ that will allow its passengers flying to China to get up to a 15 percent discount at outlets of CJ brands such as Tous les Jours bakery, Korean food restaurant Bibigo and multiplex cinema chain CGV in Beijing, Shanghai and Guangzhou.

Starting January 1, 2017, passengers who show an Asiana Airlines’ boarding pass at any shop above in China (within one month of the boarding date) can get the offers, the company said. Tous les Jours and Bibigo will offer a 12 percent discount at all stores in Beijing, Shanghai and Guangzhou. In CGV, flyers to China can get a 50 percent discount at 77 theaters across 39 cities in China.

The magic boarding pass program allows travelers who use Asiana flights to get special discounts and benefits at its local partner firms. The airline has already signed agreements with 53 domestic companies and 47 foreign firms across the U.S., China, Japan and Europe.

This year, Asiana Airlines has been more aggressive in forming partnerships with companies in different sectors to pursue growth. The company has teamed up with the tech giant Samsung Electronics and Korea’s top wireless carrier SK Telecom in May to launch a special edition of the Galaxy S7 Asiana. In addition, the airline has introduced a mileage program in partnership with South Korea`s largest retailer Emart in October.

An unnamed official from the aviation industry said companies are rushing to collaborate with companies in other industries to seek a breakthrough amid sluggish domestic market and fierce competition from budget peers.

By Kim Jung-hwan

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