Starbucks has partnered with instant messaging app WeChat (Weixin) to launch a new social gifting feature in China – to encourage ‘everyday acts of kindness and appreciation among family and friends’.

“???” (Say it with Starbucks) enables users to send curated Starbucks-branded gifts and add a personalised message in text, image or video form. Once a gift has been received, it is saved in the recipient’s Weixin app and redeemable at a Starbucks store in Mainland China.

“Our new social gifting feature aims to deepen the shared moments of connection by allowing our customers to express their love, concern and gratitude, with the gift of Starbucks, to the people most important to them,” said Belinda Wong, Starbucks China CEO. ”By leveraging the power and reach of Weixin, we want to encourage everyday simple acts of kindness to put a smile on someone’s face at any time or place, while elevating the unique Starbucks Experience beyond our retail stores in China.”

Starbucks and Tencent, Weixin’s parent company, first announced their intention to introduce the feature back in December – while also announcing the extension of WeChat Pay across Starbucks stores in Mainland China.