Hong Kong malls leverage Asian Games to attract shoppers amid spending shift
SCMP · 1 SOURCESabout 4 hours ago2 MIN
Summary
Hong Kong shopping mall operators are extending a strategy used during this year's FIFA World Cup into the Asian Games, leveraging major sporting events to draw visitors and support tenant sales as retailers face intense competition from Shenzhen, overseas shopping and online spending.
Key Points
- Sino Group expects foot traffic to increase across its four malls during the Asian Games campaign, with selected merchants forecast to record double-digit year-on-year sales growth
- During the World Cup, foot traffic across three flagship malls under Sino Group rose by about 10 to 15 percent year on year, while overall sales recorded double-digit growth
- Bella Chhoa, chief commercial officer at Sino Group, noted that the World Cup attracted a concentrated football fan base, while the Asian Games encompass multiple sports and are expected to draw a broader visitor mix
- Sino Group is using athlete-themed displays, promotions, interactive activities and live broadcasts to encourage visitors to spend more time at its malls and engage with retailers
- Roy Ng, head of research at property consultancy Newmark, said consumer spending has already shifted structurally towards experience-led consumption, and malls will need to look beyond sports to other experiential uses
Why It Matters
The initiative reflects how Hong Kong mall operators are adapting to structural shifts in consumer behavior, as spending increasingly moves toward experiences and e-commerce rather than traditional brick-and-mortar retail. Success or failure of this sports-driven strategy could shape how landlords design shopping centers and negotiate with tenants in the years ahead .
The initiative reflects how Hong Kong mall operators are adapting to structural shifts in consumer behavior, as spending increasingly moves toward experiences and e-commerce rather than traditional brick-and-mortar retail. Success or failure of this sports-driven strategy could shape how landlords design shopping centers and negotiate with tenants in the years ahead .