Annual cdf Global Shopping Festival peaks with Mother’s Day and 520 campaigns across key locations

Running through the end of May, the month-long shopping extravaganza is timed around key occasions, including Mother’s Day and 520 Day, the unofficial Valentine’s Day in China celebrated on 20 May.

May 19, 2025 - 12:50

Annual cdf Global Shopping Festival peaks with Mother’s Day and 520 campaigns across key locations

CHINA. China Duty Free Group (CDFG) has rolled out its annual blockbuster shopping event, the cdf Global Shopping Festival, featuring themed events celebrating Mother’s Day and 520 Day.

With a ‘Blooming Together’ theme, this year’s shopping festival is designed to be an innovative retail event that integrates global consumer products with Chinese culture and aesthetics, according to CDFG.

**The campaign strongly highlights Chinese aesthetics, design and culture, reflecting the retailer’s commitment to supporting Hainan’s development as an international tourism and consumption centre**

Running through the end of May, the month-long shopping extravaganza is timed around three key occasions, including Labour Day Golden Week (1-7 May), Mother’s Day (11 May), and 520 Day, China’s unofficial Valentine’s Day celebrated on 20 May.

The immersive shopping festival offers discounts across various categories, including fragrances, luxury goods, watches & jewellery, fashion, and daily essentials.

The promotions feature interactive installations and gift-with-purchase offers, aimed at driving footfall and sales through both emotional engagement and strong retail value.

Mother’s Day celebrations

At cdf Haikou International Duty Free Shopping Complex, the retailer unveiled an oriental-style pavilion, inviting visitors to ring a ceremonial bell and receive a bouquet. Traditional Chinese music performances, with musicians dressed in Hanfu, further enhanced the celebratory mood.

The celebrations continued at Duty Zero by cdf at Hong Kong International Airport, where a Mother’s Day flash sale offered -15% off select items. A social media campaign invited customers to share heartfelt messages, which were displayed on airport screens.

The most popular submissions received Hong Kong theme park tickets and shopping vouchers. In addition, cdf Beauty enhanced Mother’s Day gift bundles by offering preserved roses and sunscreen with qualifying purchases.

Love-themed promotions shine during 520 Day

A day synonymous with love in Chinese culture, 520 Day is another key occasion for CDFG to drive gifting-related sales.

The themed pavilion offers couples a festive bouquet and a photo opportunity set against a vibrant, themed backdrop.

**Cutting-edge technology and artistic touches combine as CDFG delivers a next-level shopping journey**

The Skyline Forest LED screen features romantic messages and images submitted by customers, with participants eligible to win exclusive gifts.

Shoppers at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay can also enjoy immersive retail experiences from today until Wednesday (19-21 May), with the popular The Sky Ring Bridge providing a romantic spot for couples.

The festival extends to CDFG’s Cambodia operations, presenting select discounts on prestige beauty brands and luxury offerings.

The 520 shopping campaign features extensive promotions across different categories.

At the retailer’s Hainan stores, customers can enjoy up to -60% off cosmetics; earn five to ten times points on jewellery, watches, fashion and electronics; and receive discounts of up to -35% on liquor.

CDFG has launched a variety of shopping benefits at its airport outlets, including spend-and-save deals, exclusive gifts and raffle draws, with prizes such as Huawei tablets.

The retailer’s overseas stores feature scratch-card giveaways, complimentary gifts, makeup experiences and prize draws, with rewards such as iPhone 16s, theme park tickets and premium liquors, among others.

**Experiential retail and attractive shopping incentives boost footfall across the retailer’s network**

The online cdf China Duty Free Hainan Mall is also part of the omnichannel shopping extravaganza, featuring phased promotions such as discounts and over CNY10 million (US$1.38 million) in subsidies in partnership with Haikou’s Commerce Bureau.

Throughout this month, customers paying via UnionPay can enjoy instant discounts, such as CNY550 (US$76) off purchases of CNY6,000 (US$832) or more, applicable alongside other promotions.

The group noted its plans to continue innovating with festive and region-specific campaigns, turning every purchase into a memorable experience, while injecting a fresh vitality into the industry. Read More