CHINA. China Duty Free Group (CDFG) has unveiled a dedicated China Chic zone in Shanghai Pudong International Airport Terminal 2.
Located within the international departures area, the 200sq m-plus retail zone is the largest dedicated retail space for national brands at any Chinese airport.
The zone represents the first complete roll-out of a new tax-refund framework for domestic products at a Chinese gateway, while establishing a high-visibility global platform for China Chic brands.
Since enhancements to the offshore duty-free shopping policy were implemented on 1 November 2025 (read our report here), domestic products sold at departure duty-free shops have been classified as exports, making them eligible for VAT and consumption tax rebates or exemptions.
The new rules also require duty-free retailers to strengthen promotion of domestic products – prioritising time-honoured brands, cultural and creative items, intangible cultural heritage goods and other distinctive products that showcase China’s traditional culture. The measures also streamline customs clearance for domestic goods.
The brand zone at cdf Shanghai Airport Duty Free reflects CDFG’s response to these measures, with a dedicated focus on promoting Chinese brands at one of the world’s premiere gateways.
The initiative reinforces the leading travel retailer’s commitment to the internationalisation of Chinese brands.
As outlined in our recently published China Chic Special Report (see below), CDFG is at the forefront of a concerted, deeply committed movement to champion Chinese brands and to help globalise them.
China Chic in focus
With a product mix spanning skincare, fragrances, tobacco, liquor, cultural and creative products, toys, food, and health products, the zone’s category range and operational scale place it among China’s key airport retail destinations for domestic brands.
The beauty and fragrance offer features leading China Chic brands, including Winona, Bloomage, Komfymed, HBN, Chando, Shanghai Forest Cabin Cosmetics and Documents, alongside original Chinese-style fragrances.
In the tobacco and liquor segment, renowned names such as Kweichow Moutai, Wuliangye, Guojiao 1573 and Yanghe take centre stage.
The intangible cultural heritage and creative toys section features an equally compelling line-up, with notable brands including Auratic, Liu’s Bamboo Weaving (刘氏竹编) and Jingzhilan (景之蓝), alongside trend-driven Chinese lifestyle labels Rich Flower and Top Toy.
The food and health products offer features Chinese teas from China Tea alongside health supplements from heritage brand Hongjitang, covering everything from duty-free gifting to essential travel purchases.
The zone is designed to showcase China’s traditional culture, craftsmanship and oriental aesthetics through an immersive Chinese-inspired retail environment.
The new zone incorporates dedicated exhibition areas, cultural and creative displays, and Chinese-inspired design to enhance the presentation of domestic brands.
Following the Shanghai Pudong International Airport launch, CDFG plans to introduce a similar concept at Shanghai Hongqiao International Airport, showcasing Chinese brands to both domestic and international travellers.
Guided by parent company China Tourism Group, CDFG pledged to continue expanding its omnichannel expertise and its portfolio of domestic brands in a sustained commitment to the globalisation of China Chic. ✈
