Sino Malls Air Asian Games to Lift Sales
On.cc · 1 SOURCES1 day ago5 MIN
Summary
Sino Group is using the Asian Games as a retail traffic driver by screening competitions across four malls from September 19 to October 4 and pairing the broadcasts with shopping incentives and fan activities. The company said the one-hour time difference between Hong Kong and the host location means many events can be watched during daytime peak hours, which it expects will help build citywide sporting momentum. Chief Commercial Officer Daryl Choi Pik-lin (蔡碧林) said the group has long supported local sports development and major international sporting events. It expects positive growth in footfall across the four malls, with some tenants likely to record double-digit increases in turnover
Key Points
- From September 19 to October 4, four malls will show Asian Games events on 430-inch, 540-inch and other high-definition large screens
- Sino Group has teamed up with nearly 100 tenants on dining, sportswear, sporting goods and electronics offers tied to the tournament period
- Olympian City will run a sports-themed cheering zone until October 4, featuring eight two-metre-tall cartoon Hong Kong athlete figures by a local designer
- The Olympian City campaign lets visitors collect stamps and athlete stickers, then redeem document folders or mall cash vouchers after qualifying tasks and spending
- Tuen Mun Town Plaza, Citywalk and One North Plaza will also air key events and distribute cheering props, while S+ REWARDS offers HK$100 vouchers for eligible spending
Why It Matters
For Hong Kong retailers, the plan is a test of whether a major regional sports event can translate directly into daytime mall traffic and spending when viewing hours align closely with local routines. For consumers and nearby communities, the campaign links live sport, dining and shopping in one setting, giving a practical example of how “sports economy” initiatives can be turned into on-the-ground retail promotions