Unifree Duty Free celebrates Golden Week with exclusive campaign for Chinese travelers at Istanbul Airport

Unifree Duty Free unveiled an array of ‘Golden Week’-themed activities and promotions to celebrate Golden Week in promotions at Istanbul Airport, running from September 15 to October 15, 2025.

The initiative aimed to enhance the shopping experience for Chinese guests, combining exclusive product selections with immersive cultural elements.

A Tailored Experience for Golden Week Travelers

Golden Week, one of China’s most significant national holidays, marks a peak travel period with millions of Chinese tourists exploring destinations worldwide. Unifree Duty Free curated a special selection of products that reflect the preferences and desires of Chinese travelers – ranging from luxury items to convenient travel essentials.

To highlight this offering, a dedicated marketing impulse was implemented, featuring prominent visual placements at the entrances of Unifree’s main stores across Istanbul Airport. These displays were designed to attract attention and invite guests into a culturally resonant shopping environment.

Celebration Meets Culture: More Than Just Shopping

In line with Unifree’s commitment to creating experiential retail moments, the Golden Week campaign went beyond traditional promotions. Guests were welcomed with custom fortune cookies, each containing a small surprise. While fortune cookies are not traditionally part of Chinese Golden Week celebrations, they have become a globally recognized symbol of good wishes and are used here as a light-hearted gesture to engage travelers in a festive spirit.

Adding to the festive atmosphere, live dance performances inspired by Chinese traditions were staged within the terminal, offering travelers a sense of familiarity and celebration during their journey. These performances were warmly received and helped foster a deeper emotional connection with the campaign. The curated product range also serves as the perfect opportunity for Chinese guests to bring home meaningful gifts from Türkiye – especially from Istanbul – as souvenirs for loved ones.

Ceren Tonguç, Unifree Duty Free Chief Commercial Officer, said, “Golden Week represents a meaningful occasion for our Chinese guests, and at Unifree Duty Free, we are pleased to honor this important holiday with a tailored campaign designed to enrich their travel experience. By combining curated product offerings with cultural touchpoints and engaging in-terminal activations, we aim to create a retail environment that is not only memorable but also respectful and reflective of our guests’ traditions. This initiative underscores our ongoing commitment to delivering exceptional, customer-centric experiences across all touchpoints.”

Unifree said its Golden Week campaign reflects a broader philosophy: retail is not just about the product, but about the experience. “Through cultural activations, thoughtful merchandising, and a deep understanding of guest expectations, Unifree continues to redefine travel retail as a space of connection, celebration, and discovery,” the company stated.