Chinese Mainland’s 3-Day Holiday Fuels K11 MUSEA Performance with Nearly 50% Surge in Footfall on New Year’s Eve and New Year’s Holiday Largest Single Purchase by Tourist Surpasses HK$1 Million
.jpg "International luxury brands and watch & jewellery brands delivered the strongest performance, up over 40% and 80% year-on-year respectively.")
.jpg "K11 MUSEA will collaborate with payment platforms to launch promotions aimed at attracting tourist spending, helping sustain the impressive momentum from the New Year period.")
New World Development Company Limited (“New World Development” or the “Group”; Hong Kong Stock Code: 00017), stated that thanks to a surge of visitors to Hong Kong over New Year's Eve and New Year's Holiday—boosted by the weekend timing and a three-day holiday in Chinese Mainland—the Group's international cultural retail landmark, K11 MUSEA, has become a top destination for tourists’ travel and shopping experience, with robust visitor traffic recorded. From New Year's Eve (31 December) through the three-day New Year holiday in Chinese Mainland (1 January to 3 January), combined footfall surged nearly 50% year-on-year, driving an increase in consumption, with member sales increased by over 40% compared with the same period in 2024. In particular, international luxury brands and watch & jewellery brands delivered the strongest performance, up over 40% and 80% year-on-year respectively, and among them the highest single purchase by tourists topped HK$1 million. With Chinese New Year approaching next month, K11 MUSEA will collaborate with payment platforms to launch fresh promotions aimed at encouraging tourist spending, helping sustain the impressive momentum from the New Year period.
K11 MUSEA began its festive activations as early as late November, which celebrated the festive seasons of both Christmas and New Year. Highlights included exclusive unveiling of the La Patinoire Longchamp open-air ice rink at K11 MUSEA—a campaign that was limited to just two locations globally: Hong Kong and Shanghai—as well as the 8 Degree North x Stranger Things pop-up store, offering the most comprehensive Stranger Things merchandise collection in Hong Kong. The diverse mix of premium lifestyle experiences was further enriched by a series of new store openings in December, including IWC Schaffhausen, Yinmi specialising in Yunnan’s cross-bridge mixian, Taiwan’s popular Yakiniku Luigi, and Taiwan’s award-winning SOMA Tea & Mocktail, among others, attracting visitors and driving spending.
Additionally, K11 MUSEA is strategically located next to some of Hong Kong’s renowned tourist attractions. By collaborating with shops popular among travellers, it rolled out tourist-exclusive e-vouchers, valued at over HK$1,000 in total, successfully turning quality visitor traffic into spending, further stimulating inbound travel expenditure.
Enhanced Exclusive Offers with Payment Platforms to Attract Tourists
This January, K11 MUSEA will continue to welcome new stores and pop-ups from international luxury brands. Dining privileges will also be launched in partnership with K11 Art Mall at Tsim Sha Tsui, timed to coincide with festive celebrations around Valentine’s Day and Chinese New Year. In addition, K11 MUSEA will enhance tourist privileges and collaborate with payment platforms on targeted campaigns for Chinese Mainland tourists, helping sustain the strong momentum achieved from the New Year period and build a solid foundation for the Chinese New Year peak.