CHINA. China Duty Free Group (CDFG) recorded a +15% year-on-year increase in foot traffic across its six Hainan locations during the recently concluded 8th Hainan International Offshore Duty Free Shopping Festival, which took place between 10 July and 31 August.
Reinforcing its strategy of combining duty-free shopping with cultural and tourism experiences, CDFG brought together more than 1,000 domestic and international brand partners. The event included flagship store debuts and product launches, complemented by IP-themed pop-ups, family workshops and other immersive activations.
The retailer also deployed targeted consumer incentives, including exclusive benefits for island residents, teacher and student offers, and stacked voucher programmes, to drive engagement and spending across its Hainan footprint.
Reshaping the duty-free experience through cultural tourism integration
During the first half of 2026, CDFG continued to reshape its Hainan retail proposition by integrating duty-free shopping with cultural tourism.
The retailer introduced 128 Chinese and international brands across its Hainan stores, broadening its portfolio as it accelerates its shift from traditional duty-free retail to an integrated ‘shopping + entertainment + experience’ model.
Building on that momentum, the shopping festival featured a high-profile collaboration with Disney’s Toy Story franchise.
The Toy Story-themed pop-ups at cdf Haikou International Duty Free Shopping Complex and cdf Haikou Mova Mall offered families a range of interactive experiences.
At cdf Sanya in Haitang Bay, the retailer launched Hainan’s first water park at a duty-free complex. High-end brand pop-ups, island cultural check-in points, bicycle convenience stations and other supporting services complemented the attraction, creating an integrated resort-shopping experience.
The festival brought further interactive elements to cdf Mova Mall through handicraft workshops and lucky draws.
At Haikou Meilan Airport, the retailer launched around 153 well-known Chinese and international brands, including Laomiao Gold, Creed and MCM, as part of a renovation and expansion of more than 3,000sq m.
CDFG captures new consumer segments
Alongside retail innovation, CDFG’s six Hainan operations expanded their consumer offering with exclusive benefits for island residents, educators, students and military personnel.
The retailer also partnered with high-end hotels and OTA platforms to build a more comprehensive consumer service ecosystem, catering to the needs of different consumer groups.
In a strategic move to capture local demand, CDFG opened an essentials store at its Mova Mall outlet, marking its entry into the segment. The store offers island residents tariff-free access to baby products, groceries and household staples.
To mark its 12th anniversary, cdf Sanya International Duty Free Shopping Complex is running a month-long campaign from 1 to 30 September, pairing enhanced loyalty rewards with an entertainment programme.
The promotion includes 12x bonus points on more than 100 premium brands and tiered spending rebates, while drone shows, live music and themed parades will add further activity to the programme.
Looking ahead, CDFG plans to focus on three areas in Hainan: expanding premium offshore duty-free assortments with bespoke and limited-release products; integrating offshore and island-resident duty-free offerings for daily necessities; and expanding the ‘duty-free + cultural tourism’ model across its stores.
The company said these efforts will support Hainan’s development as an international tourism shopping destination and strengthen its retail presence in the region. 🏝️
