HAINAN, CHINA. China Duty Free Group (CDFG) has partnered with Disney to launch a Stitch-themed pop-up at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay, marking Disney’s first activation in Sanya.
Located on the third floor of Zone B, the Stitch’s Island Adventure pop-up brings the much-loved Disney character to life with immersive installations and a wide range of themed merchandise, including Sanya-exclusive editions. The centrepiece is a giant inflatable Stitch riding a surfboard, designed to evoke the joyful, tropical fantasy world of the recent live-action Lilo & Stitch movie.
The store offers popular Disney IP products, including toys, accessories and collectables, with exclusive SKUs driving excitement and gifting appeal. According to CDFG, the “first pop-up store economy and trendy IP play” strategy sets the tone for its summer shopping season programme.
As reported, CDFG is advancing from ‘firsts’ to broader innovations – expanding beyond traditional duty-free retail into integrated development that includes culture, commerce, sports, tourism and wellness, the company said.
One shopper commented, “The Stitch plush holding a coconut gave me that instant vacation feeling. I saw the recent live-action Stitch film and became a fan, and this limited-edition version perfectly blends the character with Sanya’s tropical vibe. I had to have it.”
A representative from CDFG said, “The pop-up is part of our strategic shift towards experiential retail by leveraging the first pop-up store economy and power of emotional consumption.”
The Stitch animation also serves as a launchpad for CDFG’s wider ‘IP + Trendy Play’ programme being rolled out this summer.
As part of the fourth 2025 Hainan International Offshore Duty Free Shopping Festival and CDFG’s seventh annual Hainan Duty Free Shopping Festival, six CDFG stores across Hainan are offering tiered incentives, including major cash giveaways and exclusive activations tied to global IPs.
Notably, cdf Sanya International Duty Free Shopping Complex is simultaneously bringing in a diverse array of popular IPs, launching surprise pop-ups and interactive installations to further enhance the ‘trendy play’ atmosphere. In line with this, brands such as Jo Malone London, Kérastase and Maison Margiela are running experiential summer pop-ups at the complex.
According to CDFG, its strategy of uniting first-in-Hainan pop-ups, exclusive limited editions and immersive retail theatre is bridging a gap in the region’s high-end trendy play market. The retailer said the strategy is attracting cross-regional footfall through a distinctive positioning rooted in novelty, exclusivity and emotional engagement. 🏝️
