Sustainable Practices with Stars: The Journey of Star Yue Begins

**Star Yue’s Journey into Sustainable ESG Practices** **Published on 2024-05-12 10:35** Star Y[...]

**Star Yue’s Journey into Sustainable ESG Practices**

**Published on 2024-05-12 10:35**

Star Yue has embarked on a journey to experience sustainable ESG, an acronym for Environment, Social, and Governance. These considerations are crucial for investors, corporations, and organizations when making investments. They encompass environmental, social issues, and corporate governance. The term ESG was first introduced in a 2004 report titled ‘Who Cares Wins,’ an initiative by several financial institutions in response to a United Nations invitation.

**Sustainable Practices by Jin Jiang Star, Magnolia, and IU Brands**

Looking back on sustainable practices, Jin Jiang Star, Magnolia, and IU brands have taken on the responsibility of a national hotel, continued the brand’s DNA, and were the first to establish a brand-characteristic ESG system, which has been widely praised. Below, let’s review the nine key brand-characteristic ESG actions!

**Key Brand-Characteristic ESG Actions**

1. Waste textile recycling
2. Reduction of plastic guest supplies
3. Clean plate action
4. Kangjing room modules
5. Wooden room cards
6. No use of disposable guest consumables
7. All-aluminum furniture
8. Sustainable certified cleaning agents
9. Localized social responsibility project activities

**Magnolia Hotel’s First Offline ESG Experience Salon**

In order to make ESG perceivable, on April 26, Magnolia Hotel held its first offline ESG experience salon with the theme of ‘Cycling Greening – Star Yue Begins, New Life at the Origin’ at the Lanmeng Bay Dream Workshop Coffee Bar of Magnolia Hotel (Shanghai Lu Xun Park Hongkou Football Stadium Store). As an outstanding hotel brand under Jin Jiang Hotels (China), Magnolia Hotel has always adhered to the service philosophy of ‘We care, for a better you,’ committed to providing preferred services, continuously innovating products and services, creating a better travel and accommodation experience for customers, and setting a new benchmark for preferred services in the hotel industry.

**Earth Day Initiatives and Product Innovation**

Coinciding with Earth Day, Magnolia Hotel, together with Jin Jiang Hui members, launched the first cycling greening offline experience salon. The implementation of this salon is also a concentrated reflection of Magnolia Hotel’s product innovation momentum. Since 2023, Magnolia Hotel has started anew, perceiving consumer needs and market demands, continuously upgrading product services, and transforming Magnolia Hotel into a ‘city living room’ that integrates cultural arts, light social interaction, healthy catering, smart connectivity, and life aesthetics.

**响应国家’双碳’政策**

Magnolia Hotel, as a proactive responder to the national ‘dual carbon’ policy, has taken the lead in building a brand-characteristic ESG path based on Jin Jiang Hotel’s overall ESG layout, implementing actions that allow consumers to perceive and benefit. ‘Circular economy’ is a major in-depth deployment direction for Magnolia Hotel in the ESG field. For example, Magnolia Hotel actively promotes the recycling of waste textiles in stores to save resources and effectively reduce the carbon footprint of the stores.

**Encouraging Consumer Participation in Environmental Protection**

Adhering to the principle of encouraging more consumers to participate in environmental protection, Magnolia Hotel has fully integrated its development genes of ‘Innovation+’ with the concept of sustainable development, partnering with Jin Jiang Hui members to create this offline salon. With ‘green’ at the core of its brand, Magnolia Hotel has selected aluminum furniture for its rooms, striving to explore measures to reduce carbon dioxide emissions at the supply chain level; in hotel catering, it uses green organic raw materials, truly embedding the service philosophy of ‘natural deliciousness, light foodism’ into the hotel culture.

**Green Cycle Planting Activity**

This green cycle planting activity takes the form of a coffee grounds workshop experience, giving coffee grounds a second life. The coffee grounds used in the activity come from Magnolia Hotel’s coffee grounds recycling program, which collects coffee grounds generated by the hotel and sends them to a factory to be reprocessed into green products, including coffee grounds recycled pots, coffee grounds compost soil, and coffee grounds seed cards. The cards each member receives at the sign-in for this workshop are one of the products of the coffee grounds recycling program. During this event, each member will personally paint a coffee grounds pot, place a coffee grounds seed card inside, and create a green plant pot.

**Looking Forward to Magnolia Hotel’s ESG Project**

Looking forward, Magnolia Hotel plans to analyze factors including policy and market regulatory demands, excellent industry explorations, carbon emission trading trends, and consumer market situations, combined with actual case analyses. Over more than 180 days, the entire team will ‘violently’ deconstruct hotel products to complete the construction of Magnolia Hotel’s ESG project. The entire project construction process starts from understanding consumer underlying demands, exploring perceptible touchpoints for consumers, conducting innovative research, policy studies, and case analyses, extending brand characteristics in conjunction with policies, to confirm the final action plan.

**Magnolia Hotel’s Nine Major ESG Action Core Measures**

1. All-house aluminum furniture
2. Degradable disposable guest consumables
3. Environmentally certified cleaning agents
4. Waste cloth recycling
5. Guest product plastic reduction
6. Clean plate action
7. Wooden room cards
8. ‘Healthy Clean Room’ module
9. Localized social responsibility projects

Magnolia Hotel actively practices Jin Jiang Hotel’s ESG action plan, aiming to promote the renovation and optimization of ROI of old stores, refresh C-end experience and brand image, accumulate credible carbon data, and become an industry green benchmark.

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**Magnolia Hotel: Embracing Sustainability at its Core**

*Join the ESG Future Plan with Innovative Product Form Design*

Magnolia Hotel, with ‘green’ at the core of its brand, calls on the market and consumers to join the ESG future plan with innovative product form design, to jointly promote the process of sustainable development.

*ESG Achievement Exhibition*

This salon specially features an ESG achievement exhibition, more intuitively displaying ESG project achievements including:

– Wooden room cards
– Degradable guest sundries
– The clean plate action

*Coffee Grounds Workshop Experience*

The coffee grounds workshop experience, which is full of anticipation for this salon, sees members picking up brushes to freely create on the recycled coffee grounds pots, planting coffee grounds seed cards in the shape of magnolia. This allows coffee grounds to regenerate greenery in this form and bloom ‘coffee scented’ flowers.

*Brand Essence: Humanistic Care and Fashionable Life*

Relying on high-quality content of hotel brands as the core, Magnolia Hotel combines humanistic care and fashionable life to create a sense of happiness and ritual for members and provide an experience that touches the soul, fully highlighting the brand tone of Magnolia Hotel.

*For a Better Future with Heart*

Magnolia Hotel will continue to adhere to its original intention, keep making efforts, further expand the influence of Magnolia Hotel’s ESG project, assume more social responsibilities, and continue to adhere to the service concept of ‘For a better you with heart’ to create an outstanding brand of preferred service hotels.

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