HONG KONG, CHINA. China Duty Free International (CDFI) has simultaneously stepped up the diversification of its international business and its commitment to bringing China Chic products to the global stage with the launch of a pop-up store at Hysan Place in the heart of Causeway Bay, Hong Kong in collaboration with leading Chinese IP brand 52TOYS.
The store, formerly part of the DFS Group network in Hong Kong and Macau, acquired by CDFI parent China Tourism Group (CTG) Duty Free Corporation earlier this year, marks the inaugural stop of a global tour for 52TOYS hit IP character ‘Ghody’.
CDFI, a subsidiary of CTG Duty Free Corporation Limited, said the opening creates an international launchpad for Chinese creative lifestyle brands while reinforcing Hong Kong’s status as a premier hub for global product debuts.
As travellers and local consumer shopping habits continue to evolve, CDFI said it is bolstering its core airport and downtown duty-free operations while unlocking the complementary potential of duty-paid retail.
Expanding downtown presence to engage younger consumers
Located in the heart of Causeway Bay’s bustling shopping district, the Hysan Place pop-up embraces what CDFI described as “an agile, responsive format” to promote trendsetting designer toys.
“This approach not only connects with a new generation of shoppers and international visitors but also deepens CDFI’s operational expertise in duty-paid operations, the company said.
Hong Kong as a springboard for global IP expansion
As a frontrunner in China’s creative designer toy industry, 52TOYS has stepped up its international expansion in recent years.
Harnessing its cross-border commercial resources and market-entry capabilities, CDFI enabled the brand to establish an immediate physical presence in Hong Kong’s cosmopolitan retail environment.
Following this launch, the tour will roll out across other major markets, including Beijing and Taiwan in Greater China Japan, South Korea and Malaysia.
CDFI Deputy General Manager Deputy Celine Qiu, who oversees the company’s China Chic global expansion initiative, said, “Hong Kong stands as a vital conduit linking the Chinese Mainland with global markets – making it an ideal testing ground for brand competitiveness and an unrivalled launchpad for homegrown cultural brands going global.
“CDFI will continue leveraging our omnichannel retail ecosystem and cross-border expertise to partner with distinguished brands offering original creative designs and mature supply chains.
“By tapping into Hong Kong’s strengths as a premier hub for product debuts, we are steadily advancing our footprint across international travel retail and diversified overseas commerce.”
Looking ahead, under the leadership of parent groups China Tourism Group and CTG Duty-Free, CDFI pledged to remain committed to consolidating its dual-engine profit model across duty-free and duty-paid retail in the Hong Kong and Macau Special Administrative Regions, as well as overseas markets.
The company promised to continue driving its China Chic global strategy, unlocking the growth potential of premium Chinese brands and sharing their unique cultural creativity with consumers worldwide. ✈
About 52TOYS
52TOYS Development Co is a leading IP-driven toy company in China. Guided by the mission of‘Making Life More Fun’, its business spans China, Southeast Asia, North America, Japan and other global markets.
As a pioneer in the IP toy industry, 52TOYS has built a portfolio of more than 100 owned and licensed IPs. It ranks as the second-largest multi-category IP toy company in China.
