Alibaba Group's online travel platform, Fliggy, has signed a strategic memorandum of understanding (MOU) with Shinsegae Duty Free. The partnership aims to enhance shopping benefits and create a more convenient experience for Chinese tourists visiting South Korea, a key destination for this demographic. The collaboration will connect Alibaba's digital ecosystem with the travel and retail sectors, providing Fliggy users with integrated services and promotions. This move is designed to capitalize on the recovery of outbound Chinese tourism and strengthen Alibaba's position in the travel industry. The agreement also allows for potential future cooperation with other companies within the Alibaba Group.