Bringing Hong Kong Culture into a Toy Store: 52TOYS Opens Airport Exclusive Store in Hong Kong

Airport-Inspired Store Design

The Hong Kong airport store continues 52TOYS' signature airport retail concept, echoing its Beijing Capital Airport location. Designed with a retro terminal aesthetic, the space blends industrial textures, metallic finishes, and aviation-inspired elements such as turbines and runways, creating a futuristic yet nostalgic atmosphere.

The store aims to turn waiting time into a playful cultural experience, offering travelers a more engaging and memorable airport journey.

Curated IPs and Travel-Oriented Products

The store is carefully designed around travel scenarios and consumer needs. At the entrance, the POOKA/POUKAPOUKA travel comfort zone features neck pillows and cushions tailored for long flights.

Further inside, themed zones showcase popular IPs such as POUKAPOUKA, NOOK, and CiCiLu, along with new releases and clear IP storytelling displays to enhance engagement.

Products range from collectible figures to gift-oriented items. Chinese culture-inspired series such as "Super Activism" and "BeastBox" have become especially popular among international travelers as premium souvenirs.

The store also introduces Hong Kong-exclusive merchandise, including pineapple bun magnetic accessories, travel neck pillows, luggage tags, and culturally themed collectibles such as "Hong Kong Kung Fu Journey" and "tea restaurant series" magnets—blending local culture with travel practicality.

Strategic Airport Expansion

Hong Kong International Airport, one of the world's busiest aviation hubs, connects over 200 global destinations and attracts high-value international travelers. The opening of this store—following expansions in Macau and Beijing airports—marks another key step in 52TOYS' "Mainland–Macau–Hong Kong" strategic retail network.

Industry observers note three key benefits of this move: enhanced global visibility through a major travel hub, access to high-spending international consumers, and a stronger brand showcase for Chinese toy IPs on the global stage.

With continuous expansion from commercial districts to transportation hubs, 52TOYS is accelerating its international retail strategy and bringing Chinese-designed toy culture to a wider global audience.