RETAIL Aloha Market at Tokyo Haneda ABOVE Japanese tourists spent US$2.19 billion in Hawaii in 2019 The US state of Hawaii presented its first-ever pop-up at Tokyo Haneda Airport’s (HND) departure lounge in mid-November 2023. Called the Aloha Market, the 15-day concept store featured more than 40 brands powered by Mana Up, an accelerator tasked with marketing Hawaii-based labels to the world. The Pacific island’s Department of Business, Economic Development and Tourism (DBEDT) was behind the project, which brought some of the state’s vibrant culture to the Tokyo gateway. It was part of an export program with the objective of expanding sales in Japan. Mana Up co-founder Meli James says, “This was the first Hawaii pop-up shop at Haneda Airport and it achieved record-breaking sales. The store saw transactions from 11,370 shoppers in two weeks.” Social media coverage hit two million impressions. Over 164,000 people pass through HND departures daily (well ahead of Narita’s 50,000+), and the pop-up gave them the chance to interact Mic Ogawa 4 HAWAIIAN BRANDS WOO TOKYO HANEDA AIRPORT, JAPAN with Hawaiian brands. These included long-standing favorites such as Hawaiian Host, Diamond Bakery, Honolulu Cookie Company, Kahala, Kauai Kookie and Leonard’s Bakery. Up-and-coming names on display were Ua Body and Nick Kuchar Art & Design. Debuting in Japan were Komodo Hawai’i, Kō Hana Rum, Noho Home and Maui Ku’ia Estate Chocolate. The project was a complex collaboration that also included JATCO (Japan Airport Terminal Co), the State of Hawaii, the CPB Foundation, the Ulupono Initiative, the Hawaii Tourism Authority and Hawaii Tourism Japan. DBEDT’s director James Kunane Tokioka says, “The Aloha Market was a fresh way for Japanese travelers to connect with Hawaii, keeping us top of mind when they are making their travel decisions.” Jason Brand, co-founder of Kō Hana Rum, adds, “We received many new sales opportunities and were excited to showcase our products at the Aloha Market.” JATCO donated 10% of the pop-up’s profits to Hawaiian charities such as the Maui Strong Fund. Mana Up and HND are already in discussions about holding a similar event. CLIMATE CHANGE MESSAGING FROM SWITZERLAND GENEVA AIRPORT, SWITZERLAND Major global airport retailer Lagardère Travel Retail partnered with the United Nations Office in Geneva to unveil the 170 Actions and More to Combat Climate Change pop-up at Geneva Airport in November 2023. It was part of an ongoing collaboration with UN Geneva’s Perception Change project. Initially Lagardère Travel Retail Switzerland partnered up to raise awareness of the UN’s 17 Sustainable Development Goals. This was followed in February 2023 by the first pop-up designed to increase consciousness about refugee living conditions and the challenges of forced displacement – and to promote the sale of MADE51 products made by refugees. The latest pop-up is in Geneva Airport’s new East Wing, adjacent to Lagardère’s Aelia Duty Free store, the first eco-responsible shop in Aelia’s network. Pascal le Droff, CEO of Lagardère Travel Retail Switzerland, says, “Our second pop-up reaffirms our commitment to sustainability. By integrating sustainability into our operations, we aim to inspire change. We are turning theory into action at Geneva Airport.” 5 For six months, passengers can discover the 170 actions they can take to protect the environment, from reducing inequalities to embracing sustainable consumption. An interactive space inside the pop-up encourages passengers to suggest additional ideas. Tatiana Valovaya, general director of the UN office in Geneva, comments, “The pop-up is more than an exhibition space; it is a call to combat climate change. Each action, no matter how small, can contribute to the global effort to preserve our planet.” The CEO of Geneva Airport, André Schneider, adds, “This collaboration not only aligns with our commitment to provide passengers with enriching and conscientious experiences but also reflects our vision of being a leader of sustainable airports and becoming a hub for sustainable initiatives.” UN Climate Change pop-up at Geneva Airport ABOVE 30 Passenger Terminal World APRIL 2024 www.PassengerTerminalToday.com