The House of Suntory reveals standalone flagship boutique in Hainan

Earlier this month, The House of Suntory opened its first-ever standalone boutique in partnership with China Duty Free Group (CDFG) at cdf Haikou International Duty Free Shopping Complex in Hainan.

Brand owner Suntory Global Spirits said the flagship aligns with an ambition to forge stronger connections with Chinese consumers through engaging shopping experiences.

The 49.5sq m space marks a new retail format for the Japanese spirits house, designed to communicate the brand’s identity, product range and heritage. The boutique centres on three key pillars: Japanese craftsmanship inspired by the harmony of nature or Monozukuri; the pioneering spirit of Founder Shinjiro Torii; and Omotenashi service culture.

The interior features traditional Japanese architectural and decorative elements, including a floor-to-ceiling Kigumi wooden lattice structure, Washi paper screens and Sumi calligraphy. Seasonal digital imagery plays across screens in the store, enhancing sense of place and evoking Japan’s natural beauty.

The space is also intended to reflect Torii’s founding philosophy of ‘Yatte Minahare’ – a call to ‘boldly pursue ambitious goals’. This is reflected not just in the visual identity but in the store’s experiential aspects, including discovery zones and digital touchpoints.

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

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.

Comment: The House of Suntory’s first standalone boutique signals a broader shift in Suntory Global Spirits’ travel retail strategy towards brand-owned spaces.

Its location at the cdf Haikou complex provides direct access to China’s rapidly expanding offshore duty-free market, while allowing for greater control over brand storytelling and consumer engagement.

By investing in a physical space designed around regional heritage and craft, The House of Suntory joins a wider industry trend toward experiential, culturally rooted travel retail.

Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham said: “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.”