CHINA. China Duty-Free Group (CDFG) has partnered with Shanghai Airport Group and China Telecom on a city-wide shopping campaign that combines travel experiences, shopping rewards and telecom connectivity to encourage spending by international travellers.
The initiative supports the broader ‘Shopping in China’ national consumer promotional programme led by the Ministry of Commerce to encourage spending by domestic and international visitors.
The campaign was launched as China continues to expand visa-free entry and transit policies that are driving inbound tourism growth.
It also leverages Shanghai’s role as a key entry point for international visitors to the country.
Integrated shopping journey for international visitors
The campaign draws on the strengths of all three companies, with Shanghai Airport Group providing promotional space and passenger support across Shanghai’s two international airports.
China Telecom is contributing interactive digital touchpoints and SIM card promotions¸ while CDFG is leading the retail offering through its Shanghai Joyful City Pass, which combines duty-free shopping benefits with city-guide services.
Key campaign highlights include arrival incentives for international travellers landing at Shanghai Pudong or Hongqiao airports. Visitors who check in at CDFG’s arrivals duty-free stores and share their experience on overseas social media receive a bilingual (Chinese-English) Shanghai Joyful City Pass guidebook.
At Shanghai Pudong Airport Terminal 2, travellers who spend at least CNY850 (US$126) at the arrivals duty-free store also receive a complimentary seven-day China Telecom SIM card with voice and data services, providing connectivity from the moment they arrive.
The campaign also includes the Shanghai City Walk, an interactive trail for Shanghai Joyful City Pass holders.
Travellers who collect stamps at the cdf Shanghai arrivals store, the Hello Booth at Wukang Mansion, and the Hello Booth at Columbia Circle/Xingfuli (Happiness Lane) can redeem a limited-edition cdf Shanghai Year of the Horse gift at the cdf departures store at Shanghai Pudong Airport Terminal 2 before they leave.
A departure reward completes the campaign, allowing travellers to redeem an exclusive gift at the Pudong Terminal 2 departures store by presenting three campaign check-in photos.
Boosting visitor engagement across Shanghai
The campaign extends beyond the airport into Shanghai’s city attractions through the Shanghai Joyful City Pass. International travellers are encouraged to visit the co-branded Hello Booth at Wukang Mansion, developed by CDFG and China Telecom.
The installation features interactive games, with participants able to win duty-free shopping coupons.
The initiative forms part of CDFG’s efforts to drive tourist spend, and supports China’s broader high-level opening-up agenda through cross-sector collaboration.
Looking ahead, the company said it will continue to strengthen partnerships with government agencies, airports, tourism organisations and technology providers to enhance services for international travellers. ✈
