Thai luxury wellness brand Divana has partnered with China Airlines to create a "Luxury Wellness Journey" ecosystem targeting US, Canadian, and Asian travelers. The collaboration integrates Divana's wellness products and spa services with airline touchpoints—from pre-flight through in-country experiences—using a 42-flights-per-week Bangkok-Taipei route. VIP passengers receive Divana products (hand creams, fragrances), while members gain spa discounts up to 20% and workshop access. The initial pilot runs September 2026–March 2027; success could expand into in-flight wellness services addressing jet lag and travel fatigue. This positions Thailand as a wellness destination while blending travel and lifestyle verticals.