The House of Suntory partners with China Duty Free Group in first-ever standalone boutique
The House of Suntory and China Duty Free Group reveal a new boutique in Hainan
The House of Suntory – the founding house of Japanese whisky, has opened its first ever free-standing boutique, in Hainan’s cdf Haikou International Duty Free Shopping Complex, in partnership with China Duty Free Group.
With the full implementation of Hainan Free Trade Port policies taking place this year, this strategically important location is poised to become even more attractive to affluent Chinese consumers seeking luxury shopping and travel experiences that were previously conducted overseas.
The concept of the 49.5-square-meter store was inspired by Suntory Global Spirits’ embodiment of Japanese art and culture. The opening aligns with the group’s commitment to elevating its brand-building agenda within the premium retail environment, and its ambition of creating strong connections with Chinese consumers through engaging shopping experiences.
The Nature and Spirit of Japan
The House of Suntory’s first global stand-alone boutique incorporates three key design principles that convey the essence of the House and its exceptional portfolio.
Embodying the beliefs of founder Shinjiro Torii, the space offers an experience rooted in the founder’s bold spirit of ‘Yatte Minahare’, ambition that dares to dream big and embrace new challenges.
Showcasing The House of Suntory’s signature aesthetic, the design harnesses textures and materials that evoke the harmony of Japanese nature, elevated by Japanese craftsmanship (Monozukuri). A key element is the eye-catching floor-to-ceiling wooden lattice structure, representing Kigumi, the traditional Japanese craft of jointing wood.
The House of Suntory’s first global stand-alone boutique incorporates three design principles conveying the essence of the House and its portfolio
Screens made from Washi – a type of traditional Japanese paper – and Sumi calligraphy also feature. To further enhance the concept of harmony and balance with Japanese nature, digital screens display the different seasons and evocative images of Japan’s landscape.
The new free-standing boutique aims to embody the experience of Omotenashi – the Japanese art of hospitality – through different services and rituals. Divided into four main areas, the store invites shoppers to discover The House of Suntory’s full portfolio, including rare, aged luxury whisky expressions from Yamazaki, Hakushu and Hibiki. A dedicated limited-edition corner showcases the House’s highest aged statements and most sought-after collectibles.
In celebration of the boutique’s opening, a range of luxury whiskies is available for purchase, including high-aged options such as Hibiki 21, Hibiki 30, Hibiki 40; Yamazaki 25; and Hakushu 25, alongside limited-editions such as Hakushu Peated Malt 18 and Yamazaki Mizunara 18 from the Tsukuriwake Edition 2024. A curated series of events is also planned for the future.
Designed to evoke a Japanese Zen Garden, tasting opportunities are offered in an exclusive private bar area, where guests can sample a curated selection of The House of Suntory’s rare and higher-aged portfolio.
The Hainan boutique will also provide an exclusive ‘The Art of Japanese Gifting’ experience, featuring collectibles and GWPs.
Ashish Gandham, Suntory Global Spirits Managing Director Global Travel Retail, said, “This stand-alone 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, personalized hospitality. 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 premiumizing the GTR spirits category, and to delivering unforgettable experiences to discerning shoppers by bringing our brand world to life in-store.”
“We are delighted to mark the strong spirit of collaboration between our two companies with this landmark opening,” noted CDFG. “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.”
