“Color You Can Feel” – Maui Jim and CDFG partner to host celebrity event in Haitang Bay

Founded in Hawaii in 1987 and now part of Kering Eyewear, Maui Jim is known for combining advanced lens technology with vibrant, island-inspired designs.

Jan 23, 2025 - 08:10

“Color You Can Feel” – Maui Jim and CDFG partner to host celebrity event in Haitang Bay

**A Maui Jim Gelato Bar at the CDFG Bazaar was one of the highlights of the brand’s celebrity event at the cdf Mall**

**Mika took the stage and engaged with the audience in an Emoji game and Yes/No Maui Jim quiz**

CHINA. Maui Jim, part of Kering Eyewear, held a ‘landmark’ event last week (19 January) at the cdf Sanya International Duty-Free Shopping Complex in Haitang Bay in partnership with China Duty Free Group (CDFG).

The celebration, attended by The Moodie Davitt Report Hainan, featured a special appearance by Maui Jim Asia Pacific Brand Ambassador and singer Mika.

It showcased Maui Jim’s Hawaiian heritage, while celebrating the ‘Color You Can Feel’ campaign. It was held in the main atrium of the Global Beauty Plaza.

The showcase was attended by top executives from Kering Eyewear and CDFG. According to the partners, it was ‘a pivotal moment’ as it marked the first celebrity-driven event in the eyewear category at the cdf Mall.

The design of the main stage and supporting animation captured Maui Jim’s signature island aesthetic. With lush greenery and vibrant colour gradients, it took inspiration from the Color You Can Feel campaign.

In addition, seven polarised screens, visible only through Maui Jim lenses, were installed to demonstrate the brand’s PolarizedPlus2 technology. It also featured a gelato bar at the CDFG Bazaar.

**(Above and below) Mika visited the Maui Jim flagship boutique at the cdf Mall and tried his hand at the surf simulator, all while livestreaming his visit to audiences online**

The festivities set the stage for the unveiling of Maui Jim’s first global travel retail-exclusive sunglasses.

The style underlines the brand’s commitment to offering newness and exclusivity in the channel and the importance of Kering Eyewear’s partnership with CDFG.

**A large crowd gathers to see Mika at cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza**

Mika engaged audiences with interactive activities, including an Emoji game and a brand-focused Yes/No quiz, which offered a lively and personal touch to the proceedings.

To extend its reach, the event was livestreamed online and featured Mika alongside other media representatives.

Maui Jim

Maui Jim sunglasses, first developed on the beaches of Hawaii, are designed to protect eyes from harmful UV rays while enhancing colour, clarity and detail with their advanced PolarizedPlus2 lens technology.

Maui Jim sunglasses have earned the Skin Cancer Foundation Seal of Recommendation as an effective UV filter for the eyes and surrounding skin.

Since joining Kering Eyewear in 2022, Maui Jim has made big strides in expanding its presence in global travel retail. The brand is available in over 100 countries.