HONG KONG, CHINA. Suntory Global Spirits has partnered with Duty Zero by cdf to unveil the first permanent House of Suntory shop-in-shop at Hong Kong International Airport.
Located in Terminal 1 Departures, East Hall North, the 30sq m space marks the first collaboration between The House of Suntory and Duty Zero by cdf.
The shop-in-shop underlines the partners’ shared ambition to elevate the luxury spirits experience in travel retail.
The boutique offers the House’s flagship Japanese whiskies: Hibiki, Yamazaki and Hakushu.
These sit alongside Toki and Roku, presenting a comprehensive portfolio that spans prestige aged expressions and premium white spirits.
Inspired by the craftsmanship of Japanese whisky, the shop-in-shop blends natural materials with contemporary design elements.
Translucent Washi paper screens cast a warm ambient glow, while wooden lattices inspired by Kigumi joinery (interlocking wooden joinery traditionally used in Japanese temples and shrines) create architectural structure and balance.
A merchandising installation at the entrance highlights limited editions and new innovations, signalling the shop-in-shop’s collectors-focused approach.
A circular feature wall was inspired by the Marumado rounded windows found in traditional Japanese architecture.
The design frames Hibiki, Yamazaki and Hakushu in a gallery-style presentation, encouraging travellers to pause and engage with each whisky. This is accompanied by an interactive digital screen, which tells the story of each expression.
A dedicated tasting bar anchors the experience, with Brand Ambassadors offering guided whisky journeys tailored to individual preferences.
The ‘Beatification of Time’ experience spotlights rare, higher-aged and high-value expressions, enabling connoisseurs and collectors to explore liquids that reflect decades of maturation and craftsmanship.
An adjoining ‘Art of Japanese Gifting’ zone completes the retail journey. Curated gift presentations and personalised recommendations transform each purchase into a meaningful gesture.
“We are committed to creating a world-class retail environment where iconic brands can showcase their portfolio and express their heritage in a compelling way,” commented Duty Zero by cdf Deputy General Manager Mr Enzo Li.
“This new House of Suntory opening adds further depth to our prestige spirits collection, offering travellers a refined destination for discovery, gifting and rare whisky exploration.”
Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham added, “The launch of our first permanent House of Suntory shop-in-shop at Hong Kong International Airport marks an inspiring new milestone in our partnership with Duty Zero by cdf.
“This space allows us to share the very best of Japanese craftsmanship with a truly international audience. By uniting immersive design with our most exceptional whiskies, we continue to premiumise the global travel retail spirits landscape, enrich the traveller experience and strengthen the presence of The House of Suntory across this vital channel.” ✈
