K11 MUSEA Hits a New Record of National Day Golden Week Footfall Since Opening Tourists Spending Increases by 20%, with the Highest Tourist Purchase Exceeding HK$1 Million
This year’s National Day Golden Week coincided with the Mid-Autumn Festival, creating an exceptionally vibrant retail atmosphere. K11 MUSEA, an international retail landmark under New World Development Company Limited (“New World Development” or the “Group”; Hong Kong Stock Code: 00017), saw a surge in both footfall and spending. According to data compiled by the Group, footfall during Golden Week increased by 12% year on year, marking the highest level since the mall’s opening for this festive period. Tourists spending increased by nearly 20%, compared to the same period last year, driven by the outstanding performance of international luxury brands and watch and jewellery labels, with the highest purchase recorded of Mainland Chinese tourists exceeding HK$1 million.
Horace Lam, Chief Executive Officer of K11 Hong Kong, said, “The record-breaking performance during this year’s National Day Golden Week reaffirms K11 MUSEA’s powerful appeal to both local residents and tourists. As an integral part of the Group’s integrated landmark, Victoria Dockside, in Tsim Sha Tsui, and adjacent to several iconic tourist attractions, K11 MUSEA has consistently attracts high-end clientele. Moving forward, we will continue to strengthen K11 MUSEA’s position as a premier destination for luxury retail and premium lifestyle experiences through brand portfolio upgrades and strategic collaborations.”
High-End Spending Surges, with Member Sales of Luxury Brands, Jewellery and Watches Jumping Over 40%
In anticipation of this year’s National Day Golden Week, K11 MUSEA collaborated with its tenants to launch exclusive offers for tourists, partnered with payment platforms to roll out campaigns targeting Mainland Chinese visitors, and introduced the “A Season of Splendour” rewards programme for local customers — all aimed at stimulating spending across multiple channels. According to the data compiled by the Group, member sales at K11 MUSEA during Golden Week rose by over 20% year on year, with international luxury brands and watch and jewellery labels leading the growth, recording increases of 46% and 43%, respectively.
Tourists spending also saw a nearly 20% year-on-year increase, with purchases concentrated on luxury brands. Single purchase exceeding HK$1 million by Mainland Chinese visitors has been recorded. Located along Victoria Harbour in Tsim Sha Tsui, K11 MUSEA was one of the prime viewing spots for the National Day fireworks display, which drove nearly full bookings at all harbour-facing restaurants on the evening of 1 October.
In addition, K11 MUSEA is continuously upgrading its brand portfolio. Over the past year, more than 50 premium fashion and lifestyle brands have joined the mall, and over 10 international luxury brands have either established new stores or expanded their existing stores. As a result, the retail space dedicated to luxury brands at K11 MUSEA is set to double, further enriching the diverse and sophisticated high-end retail experience offered to visitors.