CHINA. HTDF Mall in Haikou, Hainan has unveiled the island’s first dedicated smart glasses concept store.
Developed in collaboration with leading optical retailer Doctor Glasses, the recently introduced space marks a milestone in store operator HTDF’s (Hainan Tourism Investment Duty Free Co) ambition to develop the popular personal technology category. The company called the opening a bold step in the evolution of travel retail on the island.
The store is designed as an open, immersive environment optimised for the high-traffic dynamics of the duty-free environment.
It brings together a curated portfolio of leading smart wearable brands – including Qwen, RayNeo, XREAL and SuperHexa – showcasing the latest advancements in AI audio, AI capture, and AR display technologies.
A standout feature is the innovative NFC ‘tap-to-connect’ interactive solution, which allows visitors to instantly test devices without complex set-up, eliminating traditional barriers to smart device adoption.
This hands-on, frictionless approach gives visitors a seamless introduction to next-generation wearable devices, embedding experiential tech touchpoints directly into the duty-free discovery journey.
“At HTDF, we are reshaping what a duty-free destination can be,” said a company spokesperson.
“The launch of this smart glasses concept store reflects our commitment to placing innovation at the heart of the customer experience. We are moving decisively from a ‘product-first’ mindset to an ‘experience-first’ paradigm – one that leverages cutting-edge technology to create lasting engagement and differentiates Hainan as a global tourism consumption hub.”
Positioned at what it called “the intersection of travel retail and next-generation consumer culture”, HTDF Mall aims to be Hainan’s destination of choice for tech-forward, emerging luxury consumers.
“They expect seamless, interactive and personalised experiences that blend physical retail with digital discovery,” the retailer continued.
“HTDF’s strategy directly responds to this shift: by introducing first-of-their-kind tech concepts like the smart glasses store, the mall is cultivating a new kind of luxury ecosystem – one where innovation, personalisation and immersive storytelling converge to meet the expectations of a digitally native, experience-driven clientele.”
HTDF said the initiative comes at a pivotal moment for Hainan’s travel retail sector. “With the island-wide customs closure of the Free Trade Port now fully operational, the industry is accelerating its transition from conventional product sales to a service-oriented, experience-driven model,” the company observed.
“With long dwell times and expansive retail spaces, downtown duty free is particularly well placed to drive this evolution. HTDF Mall is at the forefront of this shift, expanding its technology consumption ecosystem and forging partnerships with frontier brands that resonate with today’s travellers.”
Looking ahead, HTDF Mall said it plans to incubate additional tech-driven experiences and deepen collaborations with international smart device manufacturers. This elevation of the duty-free shopping experience directly supports Hainan’s ambition to build a globally influential tourism consumption centre. 🏝️
About Hainan Tourism Investment Duty Free Co
Hainan Tourism Investment Duty Free Co (HTDF) is a subsidiary of Hainan Tourism Investment Group, a key provincial state-owned enterprise.
HTDF operates the 95,000sqm HTDF Mall in downtown Sanya, Hainan. The duty-free offer includes over 1,000 international and domestic brands spanning beauty, fashion, watches, jewellery, liquor & gift categories.
