‘From tea sets to tech, China Chic captivates global consumers’ proclaimed the People’s Daily headline in an online story last December.
The ensuing article in the hugely influential state-owned media title described how customers stepping into a newly opened China Duty Free Group (CDFG) downtown duty-free shop in north China’s Tianjin Municipality were greeted immediately by a wave of Guochao (国潮) or China Chic products.
From highly regarded Tianjin watch brand Sea-Gull, to panda plushies, fine tea sets and indigo-dyed totes, the shelves featured a curated selection where, as People’s Daily noted, “contemporary design meets traditional culture”.
As outlined in our feature on page 16 of our recently published China Chic Special Report, CDFG is at the forefront of a concerted, deeply committed movement to champion Chinese brands and to help globalise them. It is not alone. The nation’s entire travel retail sector sees it as part of their national duty to do likewise.
The range of available products is vast, reflecting the scale, rich heritage and digital/hi-tech acumen of the country. And to that mix add toys – as in the millions and millions of Pop Mart International Group’s astoundingly popular characters sold each year, led by Labubu.
Since being introduced in 2019, Labubu dolls – part of the hugely successful The Monsters Series – have taken the world by storm. In 2025, Hong Kong-listed Pop Mart International Group posted an astounding +184.7% year-on-year rise in net revenues to RMB37.1 billion (US$5.4 billion) with operating profit rocketing +306.6% to RMB16.9 billion (almost US$2.5 billion).
The group’s international growth has been equally impressive. In 2024, overseas business represented 31.8% of revenue, last year it was up to 43.8%. And travel retail is playing an increasingly influential role.
Last October Pop Mart made its Middle East debut not in the local market but by opening with Qatar Duty Free (QDF) at Hamad International Airport. The collectibles concept got off to a storming start and has been packing in customers ever since.
The QDF offer even includes a curated range of travel-exclusive Pop Mart collectibles, led by the ‘Twinkle Twinkle Wonderful Journey Series’, featuring card holders, U-shaped pillows, portable storage bags and crossbody bags.
In the key Asia Pacific region, the Group says it has “systematically advanced” its travel retail strategy. While establishing physical stores in globally renowned tourist destinations and airports to reflect and consolidate brand momentum, it has also deepened its local markets focus.
“By extending channel reach into high-density residential areas and regional hub cities, the Group has achieved dual coverage of both local residents and tourists,” the group explained in its 2025 year-end results presentation.
At Hong Kong International Airport (HKIA), Pop Mart reaches both audiences simultaneously thanks to its Terminal 1 landside departures location opened in late 2024, making it accessible before immigration.
The bright and vibrant store features popular ‘blind boxes’ from Molly and Dimoo, exclusive HKIA editions and a Robo Shop that operates 24 hours a day, generating sales and Instagrammable moments in equal measure.
Bringing China Chic to the global stage
The China Chic dynamic marries neatly with a nationwide, central government-led push to promote cultural tourism experiences whether through traditional heritage, modern technology (notably AI) or, increasingly, a fusion of both.
At the 2026 China Duty Free Group Global Partners Meeting held in Shanghai in late March, CDFG placed acute emphasis not only on Chinese products but on artisanship blended with culture.
A dedicated China Chic section was graced by renowned artist Zhu Bingren, who presented a workshop on the century-old ‘intangible cultural heritage’ of copper artistry, sharing the stories of five generations of copper craftsmen.
At the same gathering, CDFG and its international development arm China Duty Free International (CDFI) held a series of discussions with international peers to discuss collaboration and the accelerated development of China Chic brands through the travel retail channel.
Notably, CDFG and CDFI held a closed-door meeting with Vietnam Duty Free Group senior management to discuss in-depth cooperation.
Those discussions explored cooperation opportunities with Noi Bai International Airport in Hanoi and Tan Son Nhat International Airport in Ho Chi Minh City, the development of the Vietnamese travel retail market and the ‘going global’ strategy of Chinese brands.
Another example came in March when CDFI signed a Memorandum of Understanding (MOU) with ANTA Southeast Company, part of the powerhouse, Hong Kong-listed Chinese sportswear company ANTA, whose glittering brand portfolio embraces stellar international and Chinese names including Anta, Fila, Descente, Kolon Sport, Jack Wolfskin and Maia Active.
The two companies pledged to establish a long-term strategic partnership to expand duty-free and duty-paid retail businesses across key Belt and Road markets, as well as the Hong Kong and Macau regions.
The partnership aligns with ANTA’s plan to open 1,000 stores and will see the two companies work together to promote Chinese brands on the global stage. In making the announcement, the parties pledged the collaboration would set a benchmark for the international expansion of China Chic brands.
Riding the China Chic wave
Sinopharm company China National Service Corporation (CNSC) is also playing the China Chic card at its relocated Hangzhou downtown duty-free store.
The retailer has aligned its category mix around three strategic themes – combining duty-free and duty-paid operations, showcasing both international luxury and China Chic heritage brands, and a connected offline-online shopping experience.
Wangfujing Duty Free, a subsidiary of Chinese department store powerhouse Wangfujing launched its first store at Beijing Capital International Airport Terminal 2 in January, following a breakthrough tender success the month before.
Since securing its duty-free licence in 2020, Wangfujing Duty Free has steadily expanded its retail base, led by its acclaimed downtown store in Wanning, Hainan but the Beijing Capital International debut is both politically and commercially a landmark development, one where Wangfujing Duty Free is ultra-keen to showcase Chinese brands.
Riding the China Chic wave, the store features a diverse line-up of domestic cultural icons and other popular homegrown products, such as Panda-themed toys and national tech brands, blending traditional Chinese heritage with current shopping trends.
Underlining that nationalistic focus, Wangfujing Duty Free said it is “turning the national gateway into a showcase for Chinese creativity and brand strength”.
And culture. Ahead of Chinese New Year, the opening ceremony included dance performances, calligraphy blessings and robots offering festive greetings – a gesture the company said underscores its commitment to innovation and the exploration of China-driven AI-powered formats and ecosystems.
At the recent China International Consumer Products Expo (Hainan Expo) in Haikou, fellow travel retailer CNSC showcased a diversified portfolio, led by its core Chinese wellness and health range, described as a ‘duty-free + health’ model.
The Sinopharm-owned travel retailer adopted the theme ‘Toward a Shared Future of Wellness and Beauty’, reinforcing the state-owned enterprise’s commitment to China’s healthcare industry.
The health products section spotlighted innovative nutritional technology, with the launch of products designed to lead what the company calls the ‘brain health revolution’.
The message is clear. From Kweichow Moutai – the famed Baijiu renowned as ‘the bouquet that spreads across China’ – to the joy and fun of Labubu to Documents’ ‘Bold Zen’ scents which proclaim ‘Be Scented, Be Remembered’, China Chic is heading towards centre stage. ✈
