House of Suntory opens first standalone boutique in Hainan

The House of Suntory, the founding house of Japanese whisky, has opened its first ever free-standing boutique at the CDF Haikou International Duty Free Shopping Complex in Hainan, in collaboration with China Duty Free Group (CDFG).

This landmark opening coincides with the full implementation of the Hainan Free Trade Port policies this year, further enhancing the island’s appeal as a prime destination for affluent Chinese consumers seeking luxury retail and premium travel experiences previously sought overseas.

Spanning 49.5 square metres, the new boutique reflects Suntory Global Spirits’ deep-rooted connection to Japanese art and culture. It is designed to elevate the group's brand-building efforts within high-end travel retail and strengthen its bond with Chinese consumers through immersive shopping experiences.

The store design is inspired by the founding principles of Shinjiro Torii, embodying the spirit of “Yatte Minahare” – the courage to dream big and embrace new challenges. The boutique showcases The House of Suntory’s refined aesthetic through materials and textures that evoke the harmony of Japanese nature, enhanced by traditional craftsmanship, or Monozukuri.

A central feature is a striking floor-to-ceiling wooden lattice structure symbolising Kigumi, a traditional Japanese craft of jointing wood. Additional design elements include Washi paper and Sumi calligraphy, alongside digital displays depicting seasonal landscapes from across Japan.

The boutique embodies Omotenashi – the Japanese art of hospitality through different services and rituals. The space is divided into four zones, allowing visitors to explore The House of Suntory’s full portfolio, including rare, aged luxury whiskies from Yamazaki, Hakushu, and Hibiki.

A dedicated limited-edition corner features the House’s most coveted expressions, including high-aged whiskies such as Hibiki 21, 30 and 40; Yamazaki 25; and Hakushu 25. Limited releases like Hakushu Peated Malt 18 and Yamazaki Mizunara 18 from the 2024 Tsukuriwake Edition are also available for purchase.

Guests can enjoy guided tastings in an exclusive bar area inspired by a Japanese Zen garden, offering curated selections from the rare and aged collections. The boutique also presents ‘The Art of Japanese Gifting’, a unique offering of collectibles and gift-with-purchase experiences.

Ashish Gandham, Managing Director, Global Travel Retail, Suntory Global Spirits, 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. We are grateful to China Duty Free Group for their partnership and for providing us with an exceptional opportunity to exemplify our commitment to premiumising the GTR spirits category, and to delivering unforgettable experiences to discerning shoppers by bringing our brand world to life in-store.”

A spokesperson for China Duty Free Group added, “We are delighted to mark the strong spirit of collaboration between our two companies with this landmark opening. This beautiful boutique sets a new benchmark for the premium spirits category and aligns perfectly with our commitment to retail and experiential excellence, and to offering unique, luxury shopping opportunities for our valued patrons.”