Sales at the K11 Musea shopping centre in Hong Kong surged after the global debut of the “100-per-cent Doraemon and Friends” exhibit, which features the world’s tallest inflatable Doraemon figure.

The company says the event led to a 30 per cent increase in foot traffic and a 60 per cent increase in tourist membership sales at K11 Musea, the district’s retail landmark. 

Meanwhile, sales for food and beverage, fashion, sports, and electrical appliance brands surged by 40 to 50 per cent during the event. In addition, some restaurants experienced a doubling of their sales compared to pre-exhibition.

Adrian Cheng, founder of K11 Group, said events like these help businesses thrive and boost Hong Kong’s economy. 

“Transforming the district into a dynamic and vibrant art and culture tourism destination has stimulated purchasing power and created a positive impact on the retail scene,” he continued.

“By incubating cultural IP, we are establishing a sustainable business model to develop a new economy for Hong Kong, one that is built to last. This approach will spotlight the unique stories, traditions, and artistic expressions that make Hong Kong a vibrant hub of culture, creativity, and commerce.”

The government’s strategy to boost the mega event economy, such as the Doraemon exhibit, is expected to bring an estimated 1.7 million travellers to the city, contributing US$550,000 (HK$4.3 billion) to the local economy.

Doraemon is a fictional character in the Japanese manga and anime series of the same name, created by Fujiko F Fujio. He is a male robotic, earless cat that travels back in time from the 22nd century to help a preteen boy named Nobita.