Fully aware this is an incredibly one-sided argument, I dare to say that a key reason is they charge for food and drinks. While this has become a standard practice for airlines in North America and Europe, it leaves a bad taste in the mouth of Chinese passengers. 礼/li3 or hospitality is a cornerstone of our culture. That’s why most Chinese airlines still serve food and drinks, albeit substandard. But this is exactly the point. Chinese sensibilities cherish gestures over substance.

All this crystallised during a recent flight to Hongkong. I bought heavily discounted tickets. And I expected peanuts and drinks only. But surprise! We were served semi-proper breakfast, a choice of Western and Chinese. It even ended on a sweet note with an ice cream cone. In a time when airlines charge for fuel,  luggage and maybe even toilet paper, the offer of a meal is heartwarming for the passenger. How much does an economy class meal really cost? Cheap as chips. Serve meals and bill the passenger in the ticket fare since it reflects very little in the overall price anyway. But it can create far reaching customer appreciation.  

My grandma, whenever someone pays her a visit would always always offer the guest to stay for a home cooked meal, without ever meaning it. And mutual tacit understanding forbids the guest to actually say yes to her hypothetic offer. But that’s called PROPER in Chinese culture.