Hennessy sets up several Chinese New Year pop-up stores across Asia Pacific

By Benedict Evans |

Hennessy activation at Zhuhai Duty Free in the Gongbei border store

Hennessy says the collection resonates with the ethos of 2024 – positive energy and unity.

Moët Hennessy Travel Retail (Hennessy) has unveiled a further series of Chinese New Year activations across Asia Pacific, namely in Melbourne, Gongbei, Macau, and Taiwan.

The limited-edition Chinese New Year collection was crafted by Chinese artist Yang Yongliang, drawing inspiration from Yang’s digital masterpiece, ‘Dragon’s Odyssey.’ It blends traditional drawings with contemporary digital technology.

Under the tagline ‘together we are unstoppable,’  Hennessy says these activations will engage travellers with a fusion of tradition and innovation, while bringing its heritage to life through storytelling, collaborations, and sampling elements.

Here is what travellers can expect from each of the four recently added stores.

Melbourne Airport

A 15sq m activation space has been unveiled in the Lotte Duty Free Departures Store at Melbourne Airport, the entrance to which features a golden dragon symbolising joy and prosperity.

Hennessy says the pop-up marks an auspicious start to the new year, and limited-edition offerings are available, including the 2024 Chinese New Year Hennessy X.O.

Hennessy pop-up at Melbourne Airport

Customers at the Hennessy pop-up also have the opportunity to claim Hennessy red envelopes to share their Lunar New Year best wishes with friends and family.


In Macau, Hennessy has debuted its 2024 Chinese New Year limited-edition collection in two boutiques: The DFS T Galleria, and Shoppes at Four Seasons and City of Dreams.

A secondary pop-up has also been established at the Shoppes at Four Seasons.

The collection was launched at the House of Hennessy boutique and a pop-up at The Shoppes.

Hennessy pop-up in Macau

From 16 December to 14 January, shoppers visiting the House of Hennessy in Four Seasons Hotel Macau were offered cocktails by an expert mixologist personalised greeting cards handcrafted by a calligrapher.

Molecular tastings are available at the boutiques and the pop-up, while the collection at the Shoppes at Four Seasons boutique is accompanied by Hennessy cocktails and calligraphy services on weekends.

Molecular tastings are cocktails, deconstructed and encapsulated into tiny spheres which burst upon consumption.

Zhuhai Duty Free

The Hennessy Chinese New Year 2024 campaign has also been introduced at Zhuhai Duty Free at the Gongbei border arrival store.

Hennessy pop-up at Zhuhai Duty Free at the Gongbei border arrival store.

 The 45sq m pop-up experience, open until the end of February, is stocked with Chinese New Year 2024 Limited Edition offerings of Hennessy X.O and Hennessy V.S.O.P Deluxe.

Here customers will also find displays of Yang Yongliang’s multi-media artwork, and can personalise a poster card with the help of an artificial intelligence-powered robot to include Chinese New Year wishes.


Taiwan Taoyuan International Airport

The Hennessy activation at Taiwan Taoyuan International Airport’s Terminal 2 departure also offers molecular tastings, and until 24 February, Hennessy will be pairing its Hennessy X.O and V.S.O.P liquors with local cuisine, such as Mullet Roe and Date Cake.

Additionally, consumers will receive red packets containing exclusive offerings gifted with every Hennessy purchase. Further, a tote bag can be obtained with a Hennessy purchase of NTD3,700 ($1179) or more.

READ MORE: Hennessy opens new boutique at Haikou Meilan International Airport

READ MORE: Hennessy fires up dragon-inspired pop-up at Changi

READ MORE: Moët Hennessy and Ever Rich open debut airport Les Caves de Champagne

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