The House of Suntory debuts first-ever standalone boutique with China Duty Free Group in Hainan

CHINA. The House of Suntory has partnered with China Duty Free Group (CDFG) to open a pioneering standalone flagship boutique at cdf Haikou International Duty Free Shopping Complex in Hainan.

Brand owner Suntory Global Spirits said The House of Suntory’s first-ever standalone boutique aligns with an ambition to forge stronger connections with Chinese consumers through engaging shopping experiences.

The 49.5sq m boutique is designed to express the values and aesthetic of The House of Suntory through three key pillars: Japanese craftsmanship inspired by the harmony of nature or Monozukuri, the pioneering spirit of Founder Shinjiro Torii and Omotenashi service culture.

Embodying Torii’s founding philosophy, the space offers an experience rooted in the founder’s bold spirit of ‘Yatte Minahare’ (loosely translated as ‘to boldly pursue big dreams’).

The interior draws on traditional Japanese design elements, including a floor-to-ceiling Kigumi wooden lattice structure, Washi paper screens and Sumi calligraphy. Seasonal digital imagery enhances sense of place, creating a visually immersive environment that reflects Japan’s natural beauty.

The design language underscores The House of Suntory’s ambition to create meaningful cultural touchpoints with Chinese consumers.

Delivering Omotenashi in travel retail

The boutique integrates the concept of Omotenashi – The Japanese art of hospitality – across a range of curated services and retail touchpoints.

The space is segmented into four core areas where shoppers are invited to explore The House of Suntory’s full portfolio, including prestige aged expressions from Yamazaki, Hakushu and Hibiki.

A dedicated section features limited-edition and high-aged statements to celebrate the opening These include Hibiki 21, Hibiki 30, Hibiki 40, Yamazaki 25 and Hakushu 25, alongside 2024’s limited Tsukuriwake Edition releases – Yamazaki Mizunara 18 and Hakushu Peated Malt 18.

Tastings are offered within an exclusive bar area, designed to evoke the tranquillity of a Japanese Zen garden. The boutique also introduces ‘The Art of Japanese Gifting’, featuring collectible items and exclusive gift-with-purchase options. A series of activations and events is planned.

“This standalone space allows us to showcase the artistry and craftsmanship of our prestigious whisky portfolio, within an environment that truly embodies the Japanese concept of Omotenashi – exceptional, personalised hospitality,” commented Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham.

“We are very grateful to China Duty Free Group for their partnership and for providing us with an exceptional opportunity to exemplify our commitment to premiumising the GTR spirits category, and to delivering unforgettable experiences to discerning shoppers by bringing our brand world to life in-store.”

CDFG added: “We are delighted to mark the strong spirit of collaboration between our two companies with this landmark opening.

“This beautiful boutique truly sets a new benchmark for the premium spirits category. It aligns perfectly with our commitment to retail and experiential excellence, and to offering unique, luxury shopping opportunities for our valued patrons.”

The opening coincides with the anticipated full roll-out of Hainan’s Free Trade Port policies this year, which in part are intended to elevate the island’s status as a premier luxury travel retail destination for affluent Chinese consumers. Read More