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BA launches Chinese edition of High Life magazine

British Airways yesterday announced that it will launch a Chinese edition of its in-flight magazine, High Life.

Starting from June, the Chinese edition of High Life will be available on all flights from Beijing, Shanghai and Chengdu to London and will be published on a quarterly basis.

High Life, created by content marketing agency Cedar, is renowned for its editorial quality, say the publishers. The Chinese edition will explore the contemporary cultural trends in Britain and China, from shopping to arts to dining.

“A key feature of the Chinese edition of High Life is that its contents are genuinely tailored to the Chinese audience, instead of just being translated and adapted from the international edition. We want to make sure that the stories provide our Chinese customers with relevant, entertaining and useful information for visiting Britain,” said Richard Tams, British Airways executive vice president China.

“High Life was voted one of the most important magazines of the 20th century, and I am thrilled that we are building the brand with the launch of our China edition. Tailored to an affluent and cultured Chinese audience travelling into London, we will cover the best of Britain from the worlds of fashion, art, design, food and luxury lifestyle.” said Kerry Smith, High Life editor.

A glimpse of the inaugural edition of the Chinese High Life illustrates this editorial approach, featuring top tips from actors Fan Bingbing and Benedict Cumberbatch for Chinese travellers to London:

London in the Eyes of Fan Bingbing

Fan Bingbing is arguably one of the hottest actresses in China with her participation in several domestic and international blockbuster movies and TV programmes. She is also regarded as a fashion icon because of her frequent appearances on the red carpet.

“Like Paris, New York, Milan and Tokyo, London is a trend-setting city of the world. Its contemporary taste perfectly integrates the aesthetics of Romanticism with classical preppy style,” said Fan.

“For shopping in London, I usually go to Westfield and Harrods where you can find nearly all luxury brands. I also like to visit some boutiques and second-hand vintage clothing shops.”

“If my schedule allows, I like to visit modern art exhibitions at Whitechapel, Saatchi and Barbican gallery.”

“Westminster Abbey is one of the most beautiful buildings I have ever seen. I was impressed by its Gothic architectural style from the first glance.”

Tips from Benedict Cumberbatch on Visiting London

Benedict Cumberbatch is probably the best known English actor in China currently. He acquired a fervent Chinese following when close on 70 million people there fell for the BBC’s Sherlock.

“For a great view of London, walk over Waterloo Bridge, stop in the middle and look both ways – east to St Paul's and beyond, west to Big Ben and the Palace of Westminster.”

“I also love the view from the top of St Bart's Hospital, which traces its history back to the 12th century.”

“I also like Yalla Yalla, a great Lebanese restaurant just off Berwick Street in Soho. Try Brindisa around the corner in Broadwick Street for fantastic tapas. If you want a great vegetarian fest, go to The Gate in Hammersmith.”