SK-II opened its first global duty-free flagship store at the CDF Sanya International Duty-Free City in Hainan on September 30, accompanied by the launch of its LXP Craftsmanship Pop-up Experience Store and the “Craftsmanship Art Realm” product launch event. Brand ambassadors Li Si Dan Ni and Lin Yun were present at the event. Procter & Gamble, SK-II’s parent company, called the flagship store an important milestone and a new landmark for shopping experiences in Hainan. The Hainan Provincial Bureau of Statistics reported a 50% YoY increase in domestic and international tourists to 90.01 million ($12.5 billion) in 2023, with total tourism revenue rising 72% to 181.3 billion RMB (around $25 billion). However, duty-free cosmetic retail sales fell 33% YoY from January to April.