The House of Suntory, renowned as the founding house of Japanese whisky, has expanded its global footprint with its first-ever stand-alone boutique in Hainan, China. The thoughtfully crafted boutique represents more than just a retail outlet however. It not only embodies the century-old heritage of Japanese whisky craftsmanship but does so in a location that is rapidly becoming China’s premier luxury destination.
The choice to open the immersive shopping experience in the airport serving the tropical beach resort is no coincidence, as whisky brands globally seek to establish premium experiences in key destinations.
Hainan, The New Hong Kong
Across the globe the Covid-19 pandemic forced a shift to more domestic travel destinations, and China is no different. As the most southerly province of China, Hainan has become the go-to tropical beach resort for affluent Chinese travellers. It has a hub of luxury hotels surrounded by tropical white sand beaches, earning it the moniker the “Hawaii of China.” It is also a duty free haven, which means it’s also setting itself up to be the new Hong Kong.
House of Suntory’s strategic opening in Hainan coincides with the full implementation of Hainan Free Trade Port policies in 2025. This is not their first travel retail location, but the choice to launch the first stand alone boutique in Hainan is significant. The location positions Suntory to capture the attention of affluent Chinese consumers seeking premium, duty-free shopping experiences that had previously pursued overseas.
Japanese Tradition Meets Modern Luxury Experience
“This stand-alone 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,” explained Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham in the official press release.
The boutique design draws inspiration from traditional Japanese aesthetics and culture. Visitors encounter a striking floor-to-ceiling wooden lattice structure representing Kigumi, the traditional Japanese joinery craft. Additional elements include screens made from Washi paper and Sumi calligraphy, creating an authentic Japanese atmosphere. Digital displays showcase the changing seasons and landscapes of Japan, reinforcing the brand’s connection to nature and harmony—core philosophies behind The House of Suntory’s approach to whisky-making.
The immersive experience extends beyond visual elements. The boutique features four distinct areas, including a dedicated space for limited-edition expressions and a private tasting bar designed to evoke a Japanese Zen Garden. Here, guests can sample rare and aged expressions from the prestigious portfolio.
It is a visually stunning and immersive experience that is fitting for the luxury selection of spirits available. It is also more than just a shop, it is a touch point for a premium brand, in a premium location; something that is increasingly important across international whisky markets.
Rare Collectibles and Premium Japanese Whisky Selection
Whisky enthusiasts and collectors will find an impressive selection of luxury Japanese expressions available. The Japanese whisky portfolio includes highly sought-after aged statements such as Hibiki 21, 30, and 40 year olds, alongside Yamazaki 25 and Hakushu 25 year old. Limited editions enhance the exclusive offering, including Hakushu Peated Malt 18 and Yamazaki Mizunara 18 from the Tsukuriwake Edition 2024. Another premium service offered at the boutique is “The Art of Japanese Gifting” experience with collectibles and gift-with-purchase options.
This retail innovation arrives as The House of Suntory continues to gain international recognition. The brand has been named Distiller of the Year four times at the International Spirits Challenge in London, with Chief Blender Shinji Fukuyo recently honored as Master Blender of the Year and Yamazaki 12 Year Old recognized as the Supreme Champion Spirit in 2024.
The Hainan boutique transforms whisky purchasing from a transaction into an experience reflecting founder Shinjiro Torii’s bold spirit of “Yatte Minahare“—the ambition to dream big and embrace new challenges. For visitors to Hainan, this landmark opening provides an opportunity to connect with Japanese whisky culture without leaving China’s shores.
China Duty Free Group representatives noted: “This beautiful boutique truly sets a new benchmark for the premium spirits category. It aligns perfectly with our commitment to retail and experiential excellence, and to offering unique, luxury shopping opportunities for our valued patrons.”
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The strategic Hainan location and immersive retail concept demonstrate how premium spirits brands increasingly leverage destination retail to create memorable consumer connections beyond the bottle, establishing whisky appreciation as a multisensory cultural experience.
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