CHINA. Hainan Tourism Investment Duty Free Co (HTDF) recorded a +33% year-on-year sales surge during the busy Labour Day Golden Week holiday at its Sanya shopping emporium, setting a record high for the period.
The stellar result was driven by a mix of shopping promotions and culture-led retail experiences.
The ‘HTDF Fantasy Encounter’ campaign brought the intangible cultural heritage of Hainan’s Li and Miao ethnic communities into the shopping environment through immersive installations and interactive experiences.
Merging Hainan’s local identity with contemporary travel retail, the mall was transformed into a cultural space, featuring Li brocade craftsmanship, traditional Miao costumes and live artisan performances, alongside international brands.
The retailer also rolled out interactive non-player experiences throughout the mall to appeal to younger consumers. Performers in heritage-inspired costumes guided visitors through themed missions, interactive games and social media-driven activities.
Blending retail with cultural engagement, the campaign offered shoppers a range of promotional benefits, allowing customers to exchange shopping receipts for access to themed heritage checkpoints and exclusive reward redemptions.
A specially designed activity route also guided visitors through various retail zones and floors throughout the mall.
The campaign boosted customer dwell time, increased cross-zone traffic and repeat purchases during the holiday period, HTDF noted.
Through the campaign, HTDF underscored its role as a state-owned enterprise and a key player in Hainan’s duty-free sector, while supporting the preservation and promotion of local cultural heritage.
The cultural experiences also extended onto social media platforms, including TikTok and RedNote, bringing elements of Li and Miao culture to audiences beyond Hainan while highlighting tourism’s role in cultural storytelling and commercial innovation. 🏝️
