CHINA. China Duty Free Group (CDFG) is celebrating the 12th anniversary of cdf Sanya International Duty-Free Shopping Complex on 1 September with a major campaign under the theme ‘As One, As Always’.
The anniversary celebration combines a range of activities with immersive experiences aimed at driving consumer engagement.
Over 100 brands are offering 12-times loyalty points alongside rebates on purchases and lucky draws. Customers can also enjoy concerts, drone light shows and themed parades, as well as personalised services such as AI-generated fridge magnets and exclusive member benefits.
“Over the past 12 years, the industry landscape, market dynamics and consumer demands have shifted continuously, while cdf Sanya has stayed aligned with national strategic priorities, maintaining its focus on service-driven consumption, and leveraging policy advantages through high-calibre operations,” said a CDFG statement.
“Looking back over this period, its growth trajectory encapsulates a key chapter in the development of Hainan Free Trade Port and its duty free sector.”
A testament to policy-driven growth
In September 2014, cdf Sanya opened in Haitang Bay as the world’s largest standalone duty-free store at the time, with 120,000sq m of retail space.
Since then, Hainan’s offshore duty-free policies have undergone multiple upgrades: the per-capita duty-free consumption cap increased to RMB100,000 (US$14,866); product categories expanded to 47 groups; and collection methods grew from a single ‘port pickup’ model to include ‘buy and pickup’, ‘mail delivery’, and ‘return to pickup’.
Each policy adjustment has translated into tangible consumer benefits at cdf Sanya, noted CDFG. The higher consumption cap drove sustained brand expansion and steady growth in average transaction value. A broader list of product categories enabled more diverse offerings to meet varied consumer needs. A large eligible customer base made duty-free shopping a regular option for Hainan residents and increased the share of international visitors, highlighted the company.
Today, millions of domestic and international travellers make visits to duty-free stores a part of their Hainan itinerary, added CDFG, with cdf Sanya serving as an engine for stimulating domestic demand and consumption repatriation.
From retail hub to tourist destination
Backed by CDFG’s strategic direction and resources, cdf Sanya has evolved from a shopping venue into an integrated tourist destination over the past 12 years.
After the Phase I opening in 2014, the complex added Phase II in 2020 and the Block C Global Beauty Plaza in 2023, steadily expanding its commercial footprint. In 2025, the location strengthened its cultural-tourism identity by receiving the designation as a national 4A-level tourist attraction.
At cdf Sanya, CDFG has pursued a ‘first-store’ strategy by partnering with leading names to open flagship, new concept and exclusive stores, positioning itself as the launchpad of choice for brands and products entering China’s travel retail market. It has also set up dedicated zones for homegrown brands, helping domestic products reach global consumers through the duty-free channel.
CDFG noted that it has continuously diversified business formats at cdf Sanya, integrating duty-free retail with culture, tourism, sports, exhibitions, and performing arts. Initiatives include exclusive perks for event attendees, themed pop-ups and cultural performances.
The complex has also extended shopping hours to boost the night-time economy and driven digital upgrades to streamline the purchase process. All of this has helped elevate duty-free shopping from a transactional activity to a comprehensive experience, the retailer added.
Underpinning these efforts is a standardised service system. Since opening, the complex has established eight service support frameworks and 98 service standards, and has obtained three ISO management system certifications.
A bright future
2026 marks the start of China’s 15th Five-Year Plan and the first year of Hainan’s island-wide customs closure operations. This pivotal moment signals a fresh start for cdf Sanya, CDFG said.
So far this year, construction milestones include Phase I of the Regent and Indigo hotel projects, topping out of Plot 2, while the first section of Phase III (a joint venture between Swire Properties and China Tourism Group Duty Free Corporation) has been completed on schedule.
As Swire’s first coastal resort-style retail complex in the Chinese mainland, Phase III will integrate with Phases I and II to create a commercial precinct blending luxury retail, arts, culture and beachfront living. The addition of high-end hotels will further merge shopping and resort experiences.
Together, these new developments are shaping a world-class tourism and consumption destination that combines dining, accommodation, transport, sightseeing, retail, and entertainment into a seamless ecosystem, said CDFG.
With the island-wide customs closure in place, the impact of the Haitang Bay commercial district will continue to intensify, the retailer added, serving as an engine for consumption repatriation and a prominent window showcasing Chinese brands and culture.
“After 12 years of growth, cdf Sanya continues to set benchmarks through better product offerings, superior service quality, and innovative retail formats,” CDFG said.
“As it enters this new chapter following the customs closure, this retail landmark remains committed to supporting the national strategy of expanding domestic demand and the high-quality development of Hainan.” 🏝️
