In Japan, the initiative is centred at DFS Okinawa Naha City.

DFS has launched the 10th anniversary edition of its ‘Give Joy’ holiday campaign across a selection of its duty free locations, introducing festive in-store activations and shopper reward initiatives in Hong Kong, Macau and Okinawa.

The campaign is being rolled out at DFS Hong Kong Canton Road, as well as DFS stores in Macau including Shoppes at Four Seasons, City of Dreams and Galaxy (Beauty). In Japan, the initiative is centred at DFS Okinawa Naha City, where seasonal décor and interactive elements have been introduced for the holiday period.

Across participating locations, stores have been decorated with large-scale festive installations. These include hanging ornaments and oversized ribbons at the Hong Kong Canton Road flagship, alongside a nine-metre Christmas tree at the Okinawa store, creating a seasonal retail environment designed to support holiday gifting.

From 19 December 2025 to 1 January 2026, DFS is running an Advent Calendar interactive game at its Hong Kong and Macau locations. Customers who spend HKD or MOP 888 or more are invited to take part, with a guaranteed prize mechanic offering gifts such as handbags, watches, jewellery and DFS shopping vouchers.

In Okinawa, the campaign includes additional in-store experiences, with scheduled Santa appearances and holiday-themed interactive art installations from teamLab Future Park. During the same period, customers making qualifying purchases across watches and selected jewellery brands are eligible to receive a complimentary bottle of champagne, while shoppers purchasing across three or more categories can participate in a crane game to win prizes.

DFS is running an Advent Calendar interactive game at its Hong Kong and Macau locations.

The holiday programme is supported by payment-related promotions in Hong Kong and Macau, alongside additional benefits for DFS CIRCLE members. DFS is also highlighting its virtual personal shopper service, available in Chinese and English, to support a personalised shopping experience.

The ‘Give Joy’ campaign marks a milestone for DFS as it celebrates 10 years of its holiday platform, bringing together festive store environments, interactive mechanics and seasonal rewards across its travel retail store network.

READ MORE: Penhaligon’s opens first west coast travel retail counter at LAX with DFS

READ MORE: Estée Lauder launches Joy Unwrapped holiday campaign across APAC

READ MORE: Rituals celebrates the festive season with holiday activations across GTR