CDFG celebrates ‘China-chic’ during annual Golden Week Global Shopping Festival

CHINA/ASIA PACIFIC. China Duty Free Group (CDFG) has launched its flagship annual Global Shopping Festival on the first day of the Labour Day holiday for China’s Golden Week (1-7 May).

The O2O campaign, running across CDFG’s domestic and international networks, aims to unlock the full potential of the seasonal retail surge with a focus on offering “experiential consumption and cultural engagement”, the retailer said.

Experiential retail anchors CDFG’s Golden Week campaign

At the heart of the initiative is CDFG’s first-ever Chinese-style experiential space, CDF Joy Garden, located at the cdf Haikou International Duty Free Shopping Complex in Hainan.

The garden features three interactive zones – Flower Beauty Court, Auspicious Bell Pavilion, and Flower Rhythm Pavilion – offering immersive experiences rooted in traditional Chinese aesthetics.

At the Flower Beauty Court shoppers can enjoy live demonstrations of Chinese Zánhuā-style makeup, delivered by professional artists, celebrating historically inspired beauty techniques.

Visitors can then capture their transformed looks at a floral-themed photo booth, blending heritage styling with modern digital engagement.

The cdf Haikou complex will also host a China-chic Zánhuā parade. Performers dressed in fairy-inspired outfits will engage with visitors, distributing small gifts and posing for photos.

Further activations are planned around Mother’s Day (11 May), with a traditional music ensemble set to perform showcasing new Chinese style and aesthetics.

At the cdf Sanya International Duty Free Shopping Complex in Haitang Bay, CDFG is offering a curated blend of cultural and lifestyle activations.

These include Chinese-style Zánhuā-makeup shows and photo installations at the Flower Beauty Court as well as a tennis court-themed space and collaborations with premium sports brands.

CDFG is hosting a Starry Night event in partnership with The Estée Lauder Companies, featuring a dazzling tropical laser show and a variety of interactive festivities.

A Fun Plush Market brings an element of family entertainment and showcases themed plush toys and regional delicacies. Online promotions will include limited-time flash sales and other engaging activities.

In addition, CDFG’s stores across Hainan are offering many shopping rewards, with fivefold points on a diverse selection of brands across multiple locations.

The Flower Market blooms in CDFG’s airport stores

Throughout China, CDFG’s airport duty-free stores are rolling out the Flower Market concept to enhance the traveller shopping experience with each location offering special experiences and promotions.

• The cdf Beijing Airport Shop is offering up to -12% off with minimum spend thresholds.
• The cdf Shanghai Airport Shop has introduced tiered discounts, including -10% of selected beauty products and up to CNY1,100 (US$151) off food and tobacco purchases over CNY9,000 (US$1,238). For every purchase of CNY600 (US$82.50) on boutique and department store items, customers will receive a CNY60 (US$8.25) discount. Members can enjoy an extra -4% off on top of the existing discounts.
• The cdf Guangzhou Airport Shop is offering gift giveaways, bonus points and lucky draws, including an exclusive -5% off deal for Canton Fair exhibitors.
• The cdf Hangzhou Airport Shop is offering lucky prize draw opportunities for cdf members, where a single purchase can qualify for a chance to win a Huawei tablet, alongside tiered discounts up to CNY550 (US$76).
• The cdf Chengdu Airport Shop features tiered discounts and special promotions on beauty and skincare alongside tastings of cigars and beverages.

The Global Shopping Festival extends overseas and online

At its duty-free stores in Hong Kong and Macau, CDFG’s promotions include interactive games and discount campaigns.

At Hong Kong cdf Beauty, customers can participate in a Reaction Challenge to win a HK$150 (US$19.30) voucher alongside discounts of up to -68% on regular-priced items and -25% off offers on Ngong Ping 360 cable car tickets with UnionPay.

Hong Kong Duty Zero by cdf has introduced scratch-and-win incentives for whisky purchases over HK$800 (US$103), multi-buy liquor bundle deals and special Mother’s Day deals.

Meanwhile, the cdf Grand Lisboa Palace Shop in Macau is offering gifts for a minimum spend of MOP3,000 (US$374.40) and checking in on social media, while members can redeem an extra MOP200 (US$25) discount coupon.

Beyond Greater China, CDFG’s cruise stores are offering makeup experience upgrades and rice dumpling challenges with gifts.

The cdf Cambodia & Sri Lanka stores have social media check-in promotions offering customers the chance to win prizes and enjoy special discounts. The cdf Sri Lanka venue is also offering up to -70% off on luxury accessories and clothing.

CDFG’s online channels are complementing in-store activity with a suite of limited-time offers.

Between 1 and 5 May, members shopping via the cdf Hainan Member Select channel can redeem up to CNY933 (US$128) in discount vouchers, offering CNY30 (US$4.13) off for every ¥300 (US$41.30) spent. The offshore duty-free channel is offering a CNY592 (US$81.40) coupon, with selected brands offering 5x points on purchases.

From 6-12 May, the cdf Hainan Member Select channel will continue the CNY30 (US$4.13) off for every ¥300 (US$41.30) spent, along with additional coupons for special gifts. The offshore duty-free channel will feature multiple discounts on selected brands, with bonus items for qualifying purchases.

By introducing a series of themed promotions and immersive experiences across its domestic and international store network, CDFG is aiming to create an elevated shopping experience for Chinese consumers during the peak Golden Week period. The campaign also supports broader objectives to promote high-quality development within China’s cultural and tourism sectors.

Looking ahead, and under the continued leadership of parent company China Tourism Group, CDFG will continue to uphold the principles of ‘integrity and quality service’, continuously innovating and enhancing service quality to provide a superior shopping experience. Read More