52TOYS targets global travelers with Hong Kong International Airport store opening

Product mix includes IP collectibles, travel essentials, and airport-exclusive items.

Chinese toy brand 52TOYS has opened a new store at Hong Kong International Airport, strengthening its presence in key international travel hubs.

The store is located at Shop 7E101A, Level 7 Departures East Hall (Restricted Area), Terminal 1, one of the world’s busiest airports with connectivity to over 200 destinations.

The store features a retro terminal-inspired design, combining industrial materials, geometric structures, and aviation elements such as runway and turbine motifs.

The concept aligns with 52TOYS’ airport flagship retail style, similar to its Beijing Capital International Airport location.

The layout is tailored for travelers, featuring travel essentials like POUKAPOUKA neck pillows at the entrance. Deeper sections showcase IP-based products including POUKAPOUKA, NOOK, and CiCiLu through themed displays and signage.

International travelers showed strong interest in collectible series such as Hyper-Activated and BEASTBOX, as well as large-scale figures designed for display and gifting.

The store also launched Hong Kong Airport-exclusive items, including pineapple bun-themed accessories, hooded neck pillows, luggage tags, and locally inspired collectibles such as “Cha Chaan Teng” and kung fu-themed designs.

The Hong Kong opening follows previous launches in Macau (Studio City) and Beijing Capital International Airport, completing 52TOYS’ presence across major transport hubs in mainland China, Hong Kong, and Macau.

The airport location is expected to increase global exposure, attract high-spending international travelers, and strengthen the brand’s global image.

52TOYS said it plans to continue expanding through high-traffic retail locations, using airport stores as key channels to promote its IP portfolio and grow its international consumer base.