CHINA. China Duty Free Group (CDFG) is celebrating the third anniversary of cdf Haikou International Duty Free Shopping Complex this month with an array of festivities designed to create a ‘carnival-style’ shopping experience for visitors.
The vast emporium opened on 28 October 2022, ranking as the world’s largest duty-free store. Since then, it has redefined duty-free shopping from a quick transaction into an immersive destination for retail, leisure, dining and cultural enrichment, CDFG observed.
That allure has been supported by attractive prices across all categories and continuously upgraded tech-driven services, the retailer added.
In conjunction with the broad store-wide celebrations, taking place from 24 to 28 October, cdf Haikou’s acclaimed world-class whisky museum, Malt & More Whisky, is also marking its first anniversary with a variety of promotions and activities.
Innovative retail scenarios turn shopping into a carnival experience
To mark its third anniversary, cdf Haikou launched its first-ever carnival-themed campaign.
The mall’s iconic AURA atrium has been transformed into a whimsical playground featuring a giant capsule toy machine, gaming stations, and a vibrant MAX Coin play zone where visitors can earn coins to spend on various experiences across the complex.
With clown parades and live carnival theatre adding to the festive atmosphere, duty-free shopping has been transformed from fast transactions into a memorable journey packed with fun and flair, CDFG said.
The anniversary carnival is an extension of cdf Haikou’s effort to deepen and expand its ‘duty free +’ strategy in recent years. By introducing unique scenarios that incorporate cultural and leisure elements, such as concert-goer perks, pet-friendly social zones, and immersive roleplay games, the complex has evolved into a vibrant social hub, CDFG observed {main story continues following the in-house communication below}.
These initiatives are designed to resonate with younger consumers, catering to their growing appetite for personalised and interactive retail experiences.
Multitudes of promotions and unique offerings spark retail momentum
During its anniversary campaign, the complex has rolled out a wave of promotions, including 10x loyalty points across all categories and up to 20x points on select brands.
Shoppers can also enjoy flash sales, -90%-off zones, and a ‘lucky bag market’, along with government-issued consumption vouchers and payment perks. Together, these layered benefits deliver considerable savings and turn the celebration into a shopping bonanza, CDFG said.
Since its opening, cdf Haikou has been leveraging the continued expansion of Hainan’s offshore duty-free policies to enhance its retail experience and offerings.
CDFG said that the complex’s evolution over the past three years reflects a shift in consumer expectations – from simply being able to buy, to wanting to buy more, better and smarter {main story continues following the in-house communication below}.
Powered by CDFG’s global supply chain, cdf Haikou continues to build what it calls the ‘first-store economy’ by bringing exclusive brand debuts to Hainan. Recently, the complex has welcomed the first Haikou stores of Bulgari and Hasselblad, as well as emerging Chinese brands Sensewoods and Headthings. Two legacy homegrown brands – Seagull Watch and Shanghai Watch – also chose cdf Haikou to make their first foray into China’s travel retail sector.
“Boasting hundreds of thousands of products across all duty free categories, cdf Haikou delivers a one-stop global shopping experience, which in turn drive up consumer buzz and inject fresh momentum into domestic consumption,” CDFG commented.
Bring in the drones
Over the past three years, cdf Haikou has continuously refined its services, building a full-cycle support system that spans pre-sale, in-store and post-sale interactions. With rapid response time, immediate follow-ups, and efficient after-sales handling, customer satisfaction has risen significantly, CDFG said.
To further improve convenience, the complex pioneered low-altitude logistics by launching a drone delivery route to Haikou South Port, which ensures seamless transfer of duty-free goods from warehouse to terminal.
In addition, it has established partnerships with over 100 hotels to offer guests exclusive perks such as shopping vouchers and ride-hailing subsidies, making their entire journey more enjoyable and hassle-free.
“Hainan’s favourable duty-free policy delivers the hard benefits, while we’re responsible for offering the soft experience. Only by combining great products and great services can we turn foot traffic into lasting relationships,” a cdf Haikou spokesperson said {main story continues following the panel below}.
Malt & More Whisky marks milestone with immersive activitiesAs cdf Haikou marks its third anniversary, the complex’s flagship cultural attraction, Malt & More Whisky, celebrates its first birthday. 
As a new cultural landmark that signifies the upgrade of Hainan’s duty-free sector, the whisky museum features one of the world’s largest whisky display walls, showcasing over 2,000 expressions from more than 130 brands. Through restored distillation equipment, displays of rare expressions, and interactive tastings, Malt & More Whisky uses immersive storytelling to transcend traditional retail, inviting visitors to explore the rich heritage of whisky as an integral part of their retail journey, turning every purchase into a cultural experience. Since opening, it has welcomed over 4.9 million visitors. To celebrate its first anniversary, Malt & More Whisky launched a ‘Whisky Carnival’ starting 25 October, inviting tourists and Hainan residents to sip, explore and connect over a fine glass of whisky. The event features a line-up of exclusive experiences, including a RMB199 (US$28) unlimited tasting pass valid for 30 days on select whiskies, a blind tasting challenge with chances to win limited-edition prizes, and pop-up stores from renowned whisky makers such as Bruichladdich and Highland Park.  Every weekend during the celebrations, the museum is hosting ‘Master Tasting’ events, featuring in-depth sessions led by head distillers from top brands such as Bruichladdich, Bowmore and Auchentoshan. In addition, a global whisky industry forum will bring together industry-leading producers to explore new opportunities in Hainan’s offshore duty-free market. To help raise awareness of the Whisky Carnival, the complex has arranged a whisky-themed shuttle that connects city hotspots with the event venue. This creates a seamless ‘transit – experience – purchase’ flow, enhancing visitor engagement and streamlining foot traffic.
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“As cdf Haikou enters its fourth year, it stands at a new inflection point for growth,” CDFG said. “Hainan’s offshore duty-free policy is set for another major update starting from November 1, and we are seizing the moment to deepen ‘duty free + cultural tourism’ integration at our stores.
“Building on cdf Haikou’s immersive retail experiences, we plan to expand its business scope, streamline its service flows, and diversify its product offerings, with the goal of enhancing both visitor engagement and spending value.”
Looking into the future, the complex pledges to continue aligning with new policies, while pushing innovation in experience design and service, ultimately contributing to Hainan’s rise as a global tourism and retail destination. ✈
