Jackson Wang invests in Taobao's Hong Kong physical store

Hong Kong-born artist and entrepreneur Jackson Wang has officially become a new shareholder and strategic investor in PapaHome, Taobao's first physical furniture store in the city. 

In addition to the investment, Wang will personally curate a limited selection of products from the Taobao platform. This exclusive collection is scheduled to be unveiled by Wang himself in the second quarter of 2026.

Andy Wong, chief executive of PapaHome, revealed that since its opening in February, the store has served over 500,000 visitors, with a 20 percent conversion rate into paying customers. Notably, the average customer spending has tripled. He credited the "try-before-you-buy" retail experience for building consumer confidence, leading to sustained six-figure order values on the Taobao platform and fostering a base of loyal followers. 

Wong expressed confidence that Wang’s involvement would further boost this momentum.

Wong explained the store's strategy is based on the insight that while online retail accounts for 40-50 percent of mainland China's market, it's only about 16-18 percent in Hong Kong.  This gap presents an opportunity to expand product categories that benefit from physical interaction, making the online-merge-offline (OMO) model a cornerstone of their development.

Additionally, PapaHome plans to accelerate its expansion across Hong Kong, including opening a flagship store in Causeway Bay in the second quarter of next year, with the goal of establishing more branches throughout 2026.