Sino-Singapore JV Launches Summer Campaign, Claims Retail Growth at Haikou Meilan

Haikou Meilan Airport Launches Summer Initiatives

Sino-Singapore (Hainan) Airport Commercial Management Co. (SSACMC) initiated a large-scale summer campaign at Haikou Meilan International Airport in Hainan, China. This company, a joint venture between Haikou Meilan International Airport (HNA Holdings) and Changi Airports International, commenced operations in January 2025.

It holds exclusive rights for commercial management at the airport for ten years. SSACMC states the campaign's goal is to evolve the airport's role beyond a transit point, aiming to establish it as a travel highlight for passengers. The company also claims to redefine airport retail by upgrading spaces, expanding offerings, and integrating cultural tourism elements.

Initial efforts include converting three waiting areas across Terminals 1 and 2 into interactive zones, featuring aviation-themed gaming installations for children. Departing passengers can also access over 20 exclusive benefits, including duty-free shopping, dining, and entertainment, with a special gift offered for cumulative daily spending of RMB 666 (US$98).

New Retail Concepts Drive Commercial Activity

SSACMC implements a 'first-store economy' strategy to enhance retail vitality within the airport. This year, Haikou Meilan International Airport welcomed several new retail establishments. These include Dutch brand Studio Pets' first China store, Luckin Coffee's first two-story flagship in Hainan, and Xixi Dim Sum's debut airport location.

Robotics firm Robotime also plans its Hainan debut, alongside a new AI interactive zone. Singaporean barbeque meat specialist Bee Cheng Hiang opened its first Haikou concept store at the airport in June 2026. The company claims its signature snacks, such as freshly baked toast and jerky pastries, quickly gained popularity and generated online attention.

Wu Chunmei, General Manager for Bee Cheng Hiang Shenzhen, stated that establishing a 'first' store at Meilan Airport supports brand awareness and acts as a strategic bridge for market expansion.

SSACMC reports rising duty-paid store occupancy rates, with a representative noting a focus on selecting brand mixes and spatial design to convert passive waiting into active consumption, which it claims could become a new driver for non-aeronautical revenue.

Cultural Integration and Market Implications for Beauty Retail

The airport has adopted a themed-zoning approach, moving away from fragmented leasing. Terminal 2's Central Street, with optimized traffic flow, now hosts seven new dining brands, including Nayuki, KFC, and Bing Ge Pea Noodle. SSACMC also integrates Hainan's cultural and natural attractions into the airport experience.

Terminal 1 features the 'Deep Blue Treasure' special exhibition from the China (Hainan) Museum of the South China Sea, displaying exhibits and related merchandise. Partnerships with Hainan Tropical Wildlife Park and Botanical Garden and the cdf Haikou Meilan Airport store offer special travel packages, aiming to introduce arriving visitors to local attractions.

The garden reports an increase in international visitors from Central Asia and Russia. SSACMC operates a year-round marketing program, combining seasonal campaigns, cultural-tourism partnerships, merchant deals, and payment subsidies.

The company claims this program has positioned the airport as an important lever for the city's economy, boosting both tourism appeal and capacity. SSACMC states this model offers a blueprint for 'aviation + tourism' integration, anchored in localized content and service quality.

With summer demand continuing to rise, the company plans to strengthen its 'signature IPs' and cross-sector collaborations to foster the cultural-tourism sector's long-term growth. For beauty brands and retailers in Asia, this strategy at Haikou Meilan Airport demonstrates a model for enhancing consumer engagement and spending in travel retail.

The emphasis on unique retail concepts, local relevance, and interactive experiences suggests a shift from traditional duty-free models. This approach could inform how beauty brands develop their physical retail presence in key Asian travel hubs, focusing on immersive concepts and partnerships to capture traveler attention beyond standard product transactions.