Home / About Us / Culture


Values are the backbone an enterprise which constitute a competitive advantage and drive sustainable development. They also support business growth, help win customers' trust and secure a promising future. 


Our Vision

Be the most trustworthy business partner with logistics as the foundation.


Core Values 

· Dedication to Customers’ Success

Create the best service experience by always giving the customer priority. Be flexible with changing customer demand to achieve outstanding level of service value.

· Innovation and Diversity

Explore unknown possibilities through innovation. Affirm the move toward innovation through respecting diversity.

· Equality and Respect

Treat others as how you want to be treated. Show mutual respect, accept others through listening and understanding others. 

· Openness and Win-win

Embrace change and seek development in an open environment.  Establish common ground while allowing differences. Achieve future success through cooperation.


Principle of Integrity

Honesty, integrity, and honoring promises.

We promise to:

· Act honestly and be open;

· Do no harm to customer and corporate interest;

· Seek no gains at others’ cost; Seek no gains using the Company’s name & resources;

· Be prudent in decisions so no overpromise and breaking our words.


SF Airlines Safety Concept

We advocate common safety concepts and values, the culture of responsibility, justice, communication and learning has been cultivated within the whole company with every single employee being part of it.
The core of our safety management is cultural development, information transparency, sharing and effective channels of communication are the prerequisites of sound safety culture and management.
We commit ourselves to opening different kinds of channels for releasing and receiving information, ensuring the  information symmetry among employees and between employees and their management, thus increasing employees' understanding of the company's goal, major events and status quo.
We have constantly improving employees' awareness of safety management system, in order to help them fully understand safety information, experience and its lessons, forming the double-channel mode of from-top-to-bottom and from-bottom-to-top.