Maison Martell hits the spotlight in Asia with Chinese New Year activations spearheaded by exclusive Changi 1st pop-up

Pernod Ricard Global Travel Retail (PR GTR) has once again teamed up with Singapore Changi Airport to produce a standout, global travel retail concept exclusive Changi 1st pop-up for the new limited edition range from Maison Martell – the first of its kind in Asian travel retail and the first major showcase for Martell at Changi in over a decade.

Leveraging its market leading position in cognac, Pernod Ricard GTR is galloping into the Year of the Horse with a renewed spirit, evidencing its commitment to long term sustainable growth across Asia with this prominent gallery-style space in Terminal 3, Singapore Changi Airport, open to travelers from January 9 until February 25.

Inspired by Chinese calligraphy ‘shūfǎ’ and the dynamic, equine works of renowned Chinese artist, He Datian, the activation is resplendent in the same red, white, blue and gold of his custom-designed Martell Year of the Horse bottles and boxes, and is delivered in partnership with Lotte Duty Free Singapore.

With 81% of Chinese shoppers being highly influenced by in-store engagement, there is plenty to draw people in. Tastings of the Martell Cordon Bleu and Martell Noblige Noir Year of the Horse limited editions will be offered alongside a tempting candy box containing dried fruits, hazelnut chocolate balls and peanut candy, to complement and enhance the flavors of this fine cognac.

On an interactive big touchscreen, shoppers can create a personalized Chinese New Year wish card using the same dramatic brush strokes as seen on the He Datian-designed range. After adding a selfie and a horse motif from the limited edition portfolio, they receive a tailored product recommendation and either a digital or printed wish card to take home. Goodwill messages can also be posted onto a giant wish board for others to read and add to.

Purchases from the Martell Year of the Horse collection are accompanied by exclusive gift bags, red money packets, calligraphy kits or a stylish trolley bag.

Commenting on the Chinese New Year special collection, Liya Zhang, VP Global Marketing at Pernod Ricard Global Travel Retail, said, “Research shows that Chinese duty free shoppers strongly value unique and exclusive products, with 54% prioritizing purchases of travel retail exclusives versus a 47% global average 3 . We also know that gifting is a principal reason for Chinese travelers to shop in airport, so it is a priority for Pernod Ricard GTR and Maison Martell to offer a personalized experience at this special time of year. For me, the breadth of choice is what makes this Year of the Horse collection so remarkable with beautifully designed bottles at every price point within the Martell range, including three travel retail exclusives that can’t be found anywhere else.”

Hung Jean, Managing Director, Airside Concessions, Changi Airport Group, commented, “We are pleased to usher in the Lunar New Year with this unique Martell pop-up in collaboration with Pernod Ricard Global Travel Retail and Lotte Duty Free. With its celebration of the art of cognac and calligraphy, this Changi 1st experience brings together tradition and modern luxury, offering our shoppers a special opportunity to celebrate the Year of the Horse in style. It reflects Changi Airport’s commitment in creating memorable experiences that resonate with our travelers during this festive period.”

Bruce Ham Seok Min, Managing Director for Lotte Duty Free Singapore, added, “The colors and calligraphy applied to this Changi pop-up represent a wonderful homage to Chinese traditions, whilst creating a distinct brand experience that I’m sure our passengers will find irresistibly compelling. With our trained retail consultants on hand to guide people through this exclusive collection and a range of activities to engage and delight in, we are confident that Martell’s Year of the Horse will be a huge success. We wish all our partners and customers a prosperous New Year 恭喜发财 (Gōngxǐ fācái).”

The Maison Martell Year of the Horse Limited Editions will be activated via a range of pop-ups and high-profile promotions across key airports in China, Malaysia, Thailand, Japan, Taiwan, Sydney as well as Singapore from January through March, with the products coming on-shelf since December 2025.