A college senior named Yuan Yutong, about to travel to Chengdu, was drawn to a plush toy at the Sanrio pop-up store near the entrance of Daxing Airport's Concourse C and immediately rushed inside. A Hello Kitty clutching a candied hawthorn skewer was just too adorable. The pop-up store has maintained its popularity from morning to night, drawing crowds of young people just like Yuan Yutong.

Daxing Airport's terminal now has 529 retail outlets, ranking second among all single airports nationwide. That number already surpasses many large shopping malls. A recent visit revealed that alongside the surge in passenger traffic during the National Day holiday, airport terminal shops are experiencing a consumption boom. Some travelers arrive early, browsing for good finds while waiting for their flights, turning the departure lounge into a new consumption scenario.

Airport-Exclusive Items Draw Travelers to Arrive Early

The Sanrio pop-up store sits right beside the passenger walkway. Its open layout allows people to spot merchandise featuring Hello Kitty, Kuromi, My Melody, and Cinnamoroll on the shelves at a glance. The most prominent spot in the store is reserved for the Beijing-exclusive candied hawthorn series. These plush dolls and keychains with candied hawthorn elements are all bestsellers, and Yuan Yutong grabbed one before they sold out. Apart from the candied hawthorn series, travel accessories like passport holders and canvas bags are also selling well. One passport holder is an airport exclusive that cannot be found at Sanrio stores in downtown shopping districts, said Ms. Hu, who was preparing to fly to Shanghai while checking out. She added that she would buy several as souvenirs for friends. At the start of the National Day holiday, foot traffic at the pop-up store increased noticeably, with a short queue forming at the cash register.

The Song Dynasty Fragrance pop-up store, located in Daxing Airport's core area, is another recently opened shop. Its wooden-toned storefront stands out in the airport hall, with Chinese elements like calligraphy incorporated into product designs, making it quite eye-catching. Prices at airport pop-up stores are consistent with those at downtown locations, which encourages many travelers to pick up a piece of Oriental fragrance while waiting for their flights. Daxing Airport's pop-up stores are all very distinctive, whether it's local specialties or cultural creative products, they make you want to buy something, said traveler Ms. Qin. She arrived three hours early this time specifically to explore the diverse airport shops. Many pop-up stores also offer gift-with-purchase promotions, so you get extra small gifts when you buy things, making the overall shopping experience quite pleasant, she said.

Meeting Passenger Demand with Expanded Dining Spaces

Inside Daxing Airport's terminal, a new 189-square-meter dining area has recently been created outside three restaurants: Chuange Fish Dumplings, Old Zhang Beef Noodles, and Xiangshui Yao. The three adjacent restaurants allow travelers to sit down and enjoy a hot meal beside the walkway rather than squeezing inside to wait for a table. With more and more customers, we thought about expanding beyond the original storefront by adding a dining area outside, said Yang Zhenting, who manages all three restaurants. This area was built with remarkable efficiency from initial discussions to completion, which not only boosted the restaurants' revenue but also made things more convenient for travelers. Based on last year's National Day holiday traffic, the restaurants served about 800 to 1,000 customers per day on average, with peak daily revenue reaching 70,000 yuan, Yang said. We expect both foot traffic and revenue to grow further this National Day holiday. To handle the peak, the three restaurants have made advance preparations, stocking up at more than 1.5 times the usual amount to ensure normal operations at the airport locations.

Not far from the international arrivals exit, a newly added Starbucks seating area is filled with customers. Travelers who have just arrived in Beijing often wait here for friends. In the past, after coming out of the international exit, you had to walk several hundred meters to a Starbucks to buy a coffee, but now there is one right at the exit, which is much more convenient, one traveler remarked.

Holiday Fast-Track Channel Speeds Up Store Openings

According to Beijing Customs data, Daxing Airport's terminal currently has 529 retail outlets, ranking second among all single airports nationwide. Some of them rushed to open before the Mid-Autumn and National Day holidays. At Concourse A, the time-honored brand Wuyutai opened its first airport brick-and-mortar store just before the double holiday. Besides traditional products like tea, waiting passengers can also enjoy the popular matcha ice cream there. Next to the international arrivals exit, the Hangcheng Zhenxuan convenience store, which opened just before the Mid-Autumn Festival, has become the first stop for many travelers after landing. Here, customers can buy not only specialty brands from Beijing but also beverages and snacks from well-known global brands, offering a richer variety. International travelers account for 30 to 40 percent of our customers, and business has been very good during the first two days of the National Day holiday, said store clerk Xu Jianzhang. In response to the concentrated demand for permits at airport terminal shops before holidays, Daxing Airport Customs has opened a holiday fast-track channel for license issuance, serving businesses through online pre-review and remote guidance. Processing time has been cut by nearly half on average, and in urgent cases, same-day issuance is possible with immediate application and approval. These convenience measures, including the holiday fast-track channel, have benefited more than 400 enterprises.