K11 MUSEA Buzzes with World-class Large-scale Events This Summer, Driving Footfall and Boosting Spending July Footfall Surges 30% Above 2025 Monthly Average; Sales of International Luxury Brands Jump Over 20% Year-on-Year
K11 MUSEA, an international cultural-retail landmark under New World Development Company Limited, continues to cement its status as the premier destination for world-class mega events and exhibitions. This year, K11 MUSEA launched its summer campaign, "WANDERLUST EXPRESS", which has brought together trending exhibitions and large-scale themed events since last month. Highlights include the Asia debut of the CR7® LIFE Museum Hong Kong, celebrating the Portuguese football legend Cristiano Ronaldo, as well as the adidas x Arsenal Pop-Up and Player Meeting & Greet. These attractions have drawn substantial crowds of local residents and international visitors, resulting in a 30% increase in footfall at K11 MUSEA in July compared to the monthly average this year. Meanwhile, with new brand openings and shopping privileges, visitor spending has surged, leading to over a 20% year-on-year increase in sales from major international luxury brands.
Series of Major Events Enrich Cultural Retail Experience
Since early last month, K11 MUSEA and the nearby Avenue of Stars are also the hub for large-scale activations themed around mega events in the city, further enriching the cultural retail experience. In addition to the CR7® LIFE Museum, these include the NBA ATELIER Pop-Up, adidas x Arsenal Pop-Up and Player Meeting & Greet, as well as the 'Walk of Fame' exhibition held by Carlsberg with tributes to Liverpool FC as the Asia Pre-Season Tour kicked off have attracted sports lovers and football fans who were willing to queue up for the experience, boosting the sports culture atmosphere.
Average Single Transaction Value by Members and Tourists Both Increases by 30%
Driven by international exhibitions and a series of major events, K11 MUSEA's footfall in July increased by 30% compared to the monthly average this year, while notably strengthening visitors' willingness to spend. Sales of major international luxury brands recorded a year-on-year surge of over 20% in July. Average single transaction value by members and tourists both increased by more than 30%.
Furthermore, internationally renowned watch brand Rolex, Sephora's largest branch in Kowloon, as well as Tokachi Milky, the dessert shop using Hokkaido dairy products have successively opened at K11 MUSEA. Coupled with the summer campaign "WANDERLUST EXPRESS", which features exclusive shopping privileges in collaboration with various merchants, as well as ongoing large-scale exhibitions and the “CHIIKAWA DAYS” Exhibition that opened in August at K11 MUSEA, these are set to further boost footfall and sales at K11 MUSEA throughout the summer season.
Well-known for its prime location, comprehensive leisure facilities, innovative design, and the creative blend of culture and retail, K11 MUSEA has consistently attracted world-class exhibitions, events, and brands, which has proven the venue's unique appeal. K11 MUSEA will continue to commit to promoting the creative integration of culture and retail, generating more diverse cultural retail experiences for customers.