HTDF reported a 33% YOY sales increase at HTDF Sanya Duty Free City mall during China’s Labour Day Golden Week holiday.

HTDF has reported a 33% year-on-year sales increase at HTDF Sanya Duty Free City mall during China’s Labour Day Golden Week holiday, following an immersive campaign that combined duty free shopping with Hainan’s local cultural heritage.

The campaign, titled “HTDF Fantasy Encounter”, integrated elements of the intangible cultural heritage of Hainan’s Li and Miao ethnic groups into the retail experience, transforming the mall into a cultural destination during the holiday period.

Alongside holiday promotions and international brands, shoppers were invited to discover Li brocade weaving, traditional Miao costumes and live artisan demonstrations. The initiative was designed to blend Hainan’s local identity with contemporary travel retail, creating a more experiential customer journey.

To engage younger consumers, HTDF introduced interactive NPC experiences throughout the mall. Performers dressed in traditional-inspired costumes guided visitors through themed tasks, interactive challenges and social-sharing activities, turning the shopping journey into a live-action experience designed to encourage participation and discovery.

The campaign also linked retail spending with cultural engagement. Customers used shopping receipts to unlock participation in themed heritage checkpoints and redeem exclusive gifts, while a curated activity route encouraged visitors to explore multiple floors and retail zones across the mall.

According to HTDF, the initiative helped increase customer dwell time, cross-zone traffic and repeat purchases during the holiday period.

As a state-owned enterprise and a key player in Hainan’s offshore duty free sector, HTDF also used the campaign to support the preservation and promotion of local cultural heritage.

Elements of Li and Miao culture were shared through social media platforms including TikTok and RedNote, extending the reach of the campaign beyond Hainan and demonstrating how tourism retail can support both cultural storytelling and commercial innovation.

With the “HTDF Fantasy Encounter” campaign, HTDF said it continues to strengthen its position as one of Hainan’s most distinctive travel retail destinations, combining duty free shopping, local culture and immersive experiences for a new generation of travellers.