JAPAN. DFS Group this week opened a major store in the newly-opened Naha Airport International Terminal on the island of Okinawa.
The retailer also unveiled a new retail identity and logo for Okinawa, designed to reflect the unique cultural heritage of the area. In keeping with that local focus it has introduced a range of exclusive local luxury products available only to travellers in the Okinawa prefecture.
To celebrate the store opening, DFS held a ribbon-cutting ceremony on Monday 17 February where DFS representatives were joined by Naha Airport Building Co President Yoritaka Hanashiro, as well as journalists from across Japan.
Speaking at the ceremony, DFS Okinawa Representative Director Mitsunaga Ogawa said: “DFS arrived in Okinawa almost 12 years ago, when the islands were just emerging as a popular vacation spot, and we have consistently provided domestic travellers at Naha Airport with the world-class brands and personalised service they have come to expect from us.
“Today, Okinawa has become one of the most popular holiday destinations in Asia, welcoming an increasing number of visitors from neighbouring countries such as Taiwan, South Korea, Mainland China and Hong Kong. With our promise to be the world traveller’s preferred destination for luxury shopping, we are excited to be bringing our curated shopping experience to global customers in the new international terminal.”
DFS’s new retail identity will be used at its retail locations across Naha Airport, including a new logo design featuring images symbolic to the Okinawa prefecture – the hibiscus flower and the famous world heritage monument, Shuri Castle.
DFS also introduced a new range of exclusive, locally-sourced products including Awamori, Japan’s oldest distilled liquor, which is indigenous and unique to Okinawa. It also showcased Japanese watches, tobacco and an assortment of local products, including the best-selling food item in Okinawa, benimo (purple sweet potato tart).
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DFS celebrated the store opening with a ribbon-cutting ceremony on Monday 17 February |
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DFS’s new retail identity for Okinawa includes a new logo design featuring images symbolic to the Okinawa prefecture – the hibiscus flower and Shuri Castle |
The stores will offer a wide selection of curated products across DFS’s core pillars of luxury, including beauty & fragrances, watches, jewellery and sunglasses.
Yoritaka Hanashiro said: “Tourism is an important contributor to the social and economic well-being of Okinawa, and we want those who visit to experience the island’s special culture and unique offerings in our airport.
“With the opening of DFS’s store in Naha’s international terminal, we are pleased to be providing a memorable and exceptional shopping experience for all of our visitors.”
DFS began operations in Japan in 1974. It currently has airport stores at Tokyo Narita International Airport as well as Naha Airport. Okinawa is also home to one of DFS’ downtown Galleria stores – the first and only downtown duty free shopping mall in Japan for domestic travellers.
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