HONG KONG — China Duty Free International (CDFI), a subsidiary of China Tourism Group Duty Free Corporation Ltd, has launched a pop-up store with Chinese toy brand 52TOYS at Hysan Place in Causeway Bay, marking the first stop on the brand’s latest global tour.

The store is the first destination on the worldwide tour featuring 52TOYS’ hit character “Ghody.”

Drawing on CDFI’s retail network and Hong Kong’s global connectivity, the initiative aims to create an international launchpad for Chinese creative lifestyle brands while reinforcing Hong Kong’s status as a hub for global product debuts.

The pop-up reflects CDFI’s efforts to expand its downtown presence and tap the potential of duty-paid retail as travel retail and local consumer habits evolve.

Located in a busy retail district, the store is designed to reach a new generation of shoppers and international visitors while deepening CDFI’s operational expertise in duty-paid retail.

A frontrunner in China’s creative designer toy industry, 52TOYS has stepped up its international expansion in recent years. Following the launch in the special administrative region, the tour will roll out across other major markets, from China’s Beijing and Taiwan to overseas destinations such as Japan, South Korea, and Malaysia.

READ MORE: Miniso helps rewrite toy sector story

“Hong Kong stands as a vital conduit linking the Chinese mainland with global markets, making it an ideal testing ground for brand competitiveness and an unrivaled launchpad for homegrown cultural brands going global,” said Celine Qiu, who oversees CDFI’s “China Chic” Global Expansion Initiative.

CDFI will continue leveraging its omnichannel retail ecosystem and cross-border expertise to partner with distinguished brands offering original creative designs and mature supply chains, she said.