THE WHAT? China’s Hainan province has announced the launch of its inaugural Hainan International Outlying Islands Duty Free Shopping Festival. The event was kick started on June 28 and will run for six months with more than 50 marketing activities planned.

THE DETAILS The launching ceremony was held in Sanya International Duty Free City yesterday, with further celebrations planned to coincide with various key calendar dates such as National Day, summer vacations and Double 11. Each will have a distinctive theme centred on a particular sector, for example, Make-up Festival.

THE WHY? The festival is designed to highlight the launch of a number of international luxury brands in Hainan and promote the area as a shopping destination.