Sino malls gear up for 5.1 Golden Week with sports, movies and big rewards

Sino Group’s flagship malls are launching a full-scale campaign for the Labour Day Golden Week, aiming to capitalise on stronger renminbi spending power and shifting regional travel trends.
 
Olympian City, Tuen Mun Town Plaza (tmtplaza), Citywalk and One North will offer a mix of emerging sports, blockbuster films, family entertainment and attractive rewards to draw both mainland tourists and local families.
 
Sino Group Chief Commercial Officer Bella Chhoa said the group expects more high-spending mainland visitors this year, boosted by the appreciating yuan and recent geopolitical changes redirecting some travel flows to Hong Kong. Local families are also demanding quality immersive experiences.

“Modern consumers want more than just shopping. They seek memorable experiences,” Chhoa said. “We are building ecosystems combining dining, entertainment and sports to extend dwell time and convert footfall into sales.”

The campaign highlights active lifestyle and family fun. Olympian City’s OC Commons will feature its popular five-ring playground together with tenants like Bouncetopia and Namco, strengthening its appeal as a top family holiday destination.

At tmtplaza’s tmtp commons, pickleball and children’s football experience days will tap into the global wellness trend, targeting young affluent families and boosting sporting goods sales. A beach baking festival at Gold Coast and busking shows at Citywalk add relaxed holiday vibes.

Cinema-goers can look forward to major releases including the biopic Michael, The Devil Wears Prada 2 and Cold War 1994. Under the “Watch a Movie, Enjoy a Meal” promotion, buyers of two full-price tickets at Olympian City or tmtplaza can redeem a HK$50 dining coupon. Spending HK$1,200 or more at participating malls earns two free movie vouchers.

The promotions also cater to self-drive visitors from the Greater Bay Area after the “Southbound Travel for Guangdong Vehicles” policy quota sold out quickly. China Hong Kong City and tmtplaza are offering two extra hours of free parking. A new “Enjoy Tsim Sha Tsui” guide, distributed on the streets, provides all visitors with welcome rewards worth HK$1,280, along with over 30 merchant specials, up to HK$200 in consumption rebates and B3X cross-border bus ticket incentives.