CHINA. In a key development aligned to evolving consumer trends, China Duty Free Group (CDFG) today announced it is expanding beyond retail and lifestyle services into the health and wellness sector with the launch of its new brand, CDF Health.

CDFG said the move aligns with a national initiative introduced in April to boost health-related consumption as Chinese authorities released an action plan to stimulate the sector.

Growing health consciousness across generations has prompted China Duty Free to launch the new brand, adopting the mantra ‘Light Nourishment, Joyful Living’

CDFG is leveraging its global supply chain and high-traffic channels to enter this growing market through the new CDF Health proprietary brand.

The company said the brand aims to set quality benchmarks for the wellness sector, targeting both older adults and younger generations through a three-pronged strategy that integrates products, scenarios and communication.

In a related high-profile move, CDF Health recently named Mixed Martial Arts (MMA) World Champion Zhang Weili its first ‘Star Promoter’, tapping her to help introduce the brand’s ‘Light Nourishment, Joyful Living’ concept.

**High-profile promotion for the new concept comes in the formidable presence of Mixed Martial Arts star Zhang Weili**

The partnership is also designed to strengthen consumer engagement in travel retail ahead of the peak offshore duty-free season in Hainan in late 2025.

CDFG’s expansion is underpinned by demographic shifts outlined in its recently published 2024-2025 Consumption White Paper (click here for our extensive summary).

The report identifies ‘Senior Quality Seekers’ aged 60 and above as key consumers who are health-conscious, have spending power, and seek quality-assured, convenient health products.

This group also prioritises ‘self-pleasing’ consumption and enjoys integrated culture, tourism and health services.

Young people are equally driving growth in the health and wellness market through rising health awareness.

China Duty Free Group 2024-2025 Consumption White Paper – Disclaimer

The intellectual property rights of this report belong to China Duty Free Group (‘the Company’).

The content herein is for general informational purposes only, and neither the Company nor its subsidiaries shall be construed as providing any professional advice or services hereby. The Company shall not be liable for any loss incurred by any party as a result of using the content of this report.

This report is compiled and analysed based on extensive literature research, data from authoritative international organisations, internal company statistics, and survey questionnaires. The information is current as of the date of publication, and the conclusions are for research reference only.

To read the full report, please click to download: CDFG Consumer White Paper 2024-2025.pdf

In response to these insights, CDF Health has adopted the mantra and philosophy of ‘Light Nourishment, Joyful Living’, offering products for all ages.

The brand sources premium global ingredients, such as

Indonesian bird’s nest and Changbai Mountain ginseng, and collaborates with nutritionists to develop convenient, ready-to-eat, and portable versions.

**Fo tiao qiang (佛跳牆), also known as ‘Buddha Jumps Over the Wall’, is a popular Chinese delicacy from Fujian province**

The current product line-up includes bird’s nest, ginseng, donkey-hide gelatin, aojiru (green juice) and dietary supplements, covering needs from daily maintenance to precise supplementation.

By offering accessibly inclusive pricing, the brand seeks to make health solutions accessible for every age group, CDFG said.

CDF Health strengthens the retailer’s increasing focus on ‘Duty Free +’ offerings

Bird’s nest is a perennial favourite in China

CDF Health recently opened the ‘Weili Lifestyle Explorer’s Journey’ immersive pop-up store at the cdf Haikou International Duty-Free City Shopping Complex, featuring interactive displays, product trials and health education.

The site offers a ‘Zhang Weili Signature Light Nourishment Gift Box’ tied to the MMA champion’s brand partnership.

The brand maintains strict quality control across raw material sourcing and R&D. According to CDFG, this ensures consumers have reliable choices and also moves the health sector toward value-based competition, generating new quality productive forces in the industry.

CDFG said it is positioning itself as a provider of healthy lifestyle services and exploring new integration models in health consumption.

CDF Health strengthens the company’s increasing focus on ‘Duty Free +’ offerings and will help convert high foot traffic into the health sector growth through an innovative retail approach, CDFG noted.

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For example, the cdf Sanya International Duty-Free Shopping Complex is optimising services for older consumers, with the aim of creating a warm and experience-rich environment.

CDFG said this effort aims to elevate the consumer experience and create an integrated travel retail model that blends culture, commerce, tourism, sports and health.

Looking ahead, CDF Health plans to expand into areas combining health with culture, tourism and sports, promoting its ‘Light Nourishment, Joyful Living’ concept through partnerships with more health role models such as Zhang Weili.

CDFG said it remains committed to “doing business in good faith and providing quality services,” utilising the resources of parent company China Tourism Group to continuously drive innovation in shopping environments, optimise its product offerings, and shape consumer trends.

The company pledge to fulfil demand for quality lifestyles and power the high-quality evolution of the travel retail industry. ✈