AirAsia rewards, MiL.k and The Sandbox Partner to Boost Web3 Innovation

To drive the Web3 era into new heights, key industry players have formed a groundbreaking cooperative partnership.

AirAsia, Milk Partners, The Sandbox Join Forces to Drive Web3 Innovation

Milk Partners, the company behind the blockchain-based loyalty integration platform “MiL.k,” announced on Thursday a global marketing collaboration with AirAsia rewards, the leading travel rewards program in ASEAN, and The Sandbox, a global metaverse platform with over 5 million users.

The announcement was made at the AirAsia MOVE office in Kuala Lumpur, Malaysia, on June 20th, and was attended by Jungmin Cho, CEO of Milk Partners; Nicole Tan, Head of AirAsia rewards; and George Wong, Country Manager of The Sandbox Malaysia and SEA Partnerships.

The partnership will see the three companies leverage their strengths to engage global users through metaverse events and reward their participation. The collaboration will utilize MiL.k’s established global network and its innovative loyalty market model, achieved through partnerships with major international players.

MiL.k, a blockchain-based service, enables the exchange of points or mileage from various companies into Milk Coin. In Korea, it partners with major entities like SK OK Cashbag (SK Group’s loyalty platform), Lotte L.Point (Lotte Group’s loyalty platform), CU, Megabox (a leading theater chain), Yanolja (a top OTA), Jinair (a Korean low-cost carrier), and Dailyhotel (a premium OTA). Internationally, it collaborates with AirAsia (a global airline) and GetPlus (the loyalty coalition of Djarum Group).

AirAsia rewards operates a comprehensive loyalty platform across the entire AirAsia group, integrating travel and lifestyle services, including airlines, online travel agencies (OTAs), logistics, aviation services, e-commerce, and financial services. The recently rebranded AirAsia MOVE app (formerly AirAsia Superapp) serves as an all-in-one travel platform, enabling users to book flights, hotels, and plan trips seamlessly.

The Sandbox, a metaverse platform, provides unique and immersive blockchain experiences, allowing users to generate profits through their creations. It collaborates with over 800 major global companies, including Adidas, Warner Music Group, and Gucci, making it a significant player in the metaverse space.

“We will provide the new marketing channels to the partners and develop its use case to provide real benefits to users,” said Jungmin Cho, CEO of Milk Partners. “As much as we build more use cases, MiL.k will build great references and it will lead MiL.k to be informed and approached to global users easily.”

“In 2022, we launched a partnership between AirAsia rewards and MiL.k, enabling members to exchange their AirAsia points and Milk Coins,” said Nicole Tan, Head of AirAsia rewards.

“With the extended collaboration now including The Sandbox, we expect to offer unique and innovative member engagement initiatives in the metaverse. This demonstrates our ongoing commitment to provide an enhanced and more satisfying point experience to our members.”

“This collaboration is a true manifestation of the collaborative spirit in Web3,” said George Wong, country manager of The Sandbox Malaysia and SEA Partnerships.

“We are extremely excited that a Malaysian and regional institution like AirAsia rewards is being supported by someone as innovative as MiL.k to develop truly engaging experiences in The Sandbox. Personally, I can’t wait to see what innovation this partnership between MiL.k and AirAsia rewards would deliver and it’s something I believe will be looked forward to by fans in Southeast Asia and beyond.”

In addition, MiL.k has recently introduced ‘play CU X MiL.k,’ a co-marketing initiative in partnership with CU and The Sandbox, further extending its collaborative efforts with various global partners.

Tags: airasia, AirAsia MOVE app, ASEAN, global network, kuala lumpur, malaysia, MiL.k, Milk Partners, The Sandbox, Travel News, Travel Rewards Program, Web3

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