In China, one airline isn't just flying the friendly skies. It's cosplaying in them. Spring Airlines, a Shanghai-based budget airline, is dressing up its male cabin attendants as butlers and its female ones as maids.
Some in China are pleased with the cosplay promotion, comparing it to Japan's maid (and butler) cafes. Others are not.
There are also concerns about whether the outfits will negatively impact service or possibly pose safety risks. For example, the publicity shots show female flight attendants with their hair down, instead of pulled back, and wearing heels.
"The airline should respect their crew members because flight attendants are still quite different from maids and butlers," wrote one individual on a Chinese social networking site. Instead, the country's traditional formal wear, the microblogger added, would be more acceptable.
The cabin attendants won't be the only ones cosplaying: Pilots will also be dressing as butlers.
Kotaku East is your slice of Asian internet culture, bringing you the latest talking points from Japan, Korea, China and beyond. Tune in every morning from 4am to 8am.