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Kate Chan

The sharp clatter of spinning metal tops, cheers, sighs of frustration and shouts of “three, two, one … Go shoot!” echo across a shopping centre in Hong Kong’s New Territories on a weekday.
In shops across Tuen Mun Town Plaza, children, teens and young adults hunch over small plastic battle arenas, unleashing their tops into the “Beystadiums” in head-to-head competitions where the top that remains spinning the longest wins.
The toy popularised by Japanese anime in the early 2000s made a comeback in Hong Kong and elsewhere in Asia early this year, and gatherings are attracting crowds of local players eager to put their models to the test.
Spotting the economic potential behind the hobby, shopping centre operators across Hong Kong are converting open spaces into free battle zones to drive up foot traffic and sales.
Tuen Mun Town Plaza went a step further by scaling up the concept into a mall-wide strategy ahead of a major Beyblade tournament in August, encouraging shop operators to take part in the game and offer discounts to shoppers who present their tops.
“The strategy is about how a tenant can engage with customers through a shared interest, instead of directly selling to them,” said Bella Chhoa Peck-lim, chief commercial officer of Sino Group, which owns the plaza.
“It’s a soft-selling approach that allows staff and shoppers to start a conversation, drawing people into the store before making a sales pitch.”

What appeared to be a desperate measure by Hong Kong’s retail and catering sectors – still struggling with the trend of residents heading to mainland China for cheaper shopping and dining options – turned into an initial success.
Chhoa said the shopping centre had witnessed a “noticeable” 20 per cent surge in holiday foot traffic following the promotion, and a 10 to 15 per cent rise in weekday attendance.
All in the game
At Hanamaruken, a ramen shop inside the plaza, co-founder Jelly Tong said her team upgraded the basic Beyblade provided by the landlord to a high-performance model to better compete with visiting players after recognising the game’s potential to boost business.
“Word then spread in their Beyblade chat groups that our store had an exceptionally strong set-up, and some kids ended up bringing six or seven friends over to challenge us,” Tong said. “Afterwards, they stayed here to eat and discuss our custom gear.”
The commercial benefits have extended beyond restaurants and toy retailers to high-end luxury tenants such as Lukfook Jewellery. A regional manager said that setting up an in-store battle station helped break down traditional stereotypes surrounding luxury retail.
“We saw many new faces coming in after matching with our staff to browse our products and some actually made transactions,” said Patrick Ng Pui-kuen, the brand’s New Territories West district manager, who oversees the branches in Tuen Mun.
Among dozens of enthusiasts gathered at the shopping complex were 24-year-old warehouse worker Liu Chun-yin and his friend.
“Sometimes I show my spinning top at the nearby ice cream shop here to get special offers or battle against the staff at the tea shop to win a discount,” Liu said.
His friend, a recent Beyblade convert, recalled a visit where he stayed at the venue from 2pm until 9pm, spending seven hours straight battling fellow players and purchasing food and drinks in between matches.

At the D-Park residential and shopping complex in Tsuen Wan, dedicated free-play zones equipped with rows of desks have also drawn parents with young children alongside seasoned adult hobbyists.
Andy Yip, a 34-year-old civil servant from Kowloon East, made a trip to Tsuen Wan with his 11-year-old son and other family members, knowing there would be players at the venue.
“Before my son picked up the hobby, we spent most of our weekends in mainland China, but now we stay in Hong Kong more to accompany him, as he wants to play Beyblade with others,” he said.
Yip added that these outings were typically paired with dining and retail shopping, noting that he typically spent HK$1,000 (US$128) on dinner after his son played at D-Park, while their family members browsed at nearby shops during matches.
At the Pioneer Centre shopping centre in Prince Edward, management has introduced a few Beyblade stadiums to attract a steady stream of parents and children, accompanied by a spend-to-draw promotion offering exclusive models of the tops as prizes.
Eric Cheng, senior leasing manager at the mall, said the set-up and promotion in August had driven a 5 to 10 per cent increase in foot traffic compared with the same period last year, while sales at electronic goods and food and beverage businesses had jumped by 15 and 20 per cent, respectively.
“Compared with other intellectual property photo spots or traditional pop-ups, Beyblade’s interactive nature brings us much higher foot traffic,” Cheng said.
“Visitors at photo spots often leave after taking pictures, while playing Beyblade at the mall gets them to stay longer.”
Cheng said that longer stays could translate to higher spending as shoppers sought food and beverage options in between battles.
Only a short-term cure?
But according to one economist, the Beyblade trend is a temporary solution and not a cure-all for the city’s broader retail sector challenges.
Professor Terence Chong Tai-leung, executive director of the Chinese University of Hong Kong’s Lau Chor Tak Institute of Global Economics and Finance, said shopping centres were ideal venues for Beyblade matches, which required space, and operators could set up play zones at a low cost.
“On a micro level, it drives temporary food and beverage spending as visitors have a reason to come,” Chong said, noting that overall the retail sector has still failed to show significant growth over the past year.

But he stressed that such initiatives were not enough to counter broader macroeconomic headwinds or the flow of residents across the border, noting that price remained the most significant factor driving consumer behaviour.
To stay relevant in the long run, local shopping centres should rethink their structural function, shifting from traditional sales hubs towards specialised themed venues or showrooms for physical products, he said.
“Most successful malls in Hong Kong have distinct themes, and if you want to attract people, you have to concentrate,” he said. “For example, becoming the definitive hub for sneakers so that people will visit whenever they want to buy sneakers.”
Showrooms would also allow customers to preview products before purchasing them online, he said.
“Due to structural shifts in shopping habits, consumer needs that used to require a mall visit can now be easily met through various online platforms,” he said.


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Beyblade battles drive up sales at Hong Kong malls, but how long will the trend last?

A staff member engages in a Beyblade battle with a child at the Lukfook Jewellery outlet in Tuen Mun Town Plaza. Photo: Elson Li

Bella Chhoa, chief commercial officer of Sino Group, says harnessing the popularity of Beyblade is part of Tuen Mun Town Plaza’s “soft-selling approach” to draw and retain visitors. Photo: Jonathan Wong

As part of its promotion, the management at Tuen Mun Town Plaza has encouraged retailers to take part in Beyblade battles and offer discounts to shoppers who present their spinning tops. Photo: Jonathan Wong

Economist Terence Chong says shopping centres should rethink their structural function, shifting from traditional sales hubs towards specialised themed venues or physical showrooms. Photo: Jelly Tse

A Beyblade tournament at Tuen Mun Town Plaza, held earlier this month. Photo: Jonathan Wong

Players at a Beyblade tournament at Tuen Mun Town Plaza earlier this month. The toy popularised by Japanese anime in the early 2000s made a comeback in Hong Kong and elsewhere in Asia early this year, Photo: Jonathan Wong

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People shop at a sportswear store. Hong Kong’s economy grew by 5.1 per cent in the first half of the year. Photo: Elson Li

The  Census and Statistics Department previously revealed that Hong Kong’s economy recorded 5.1 per cent growth for the first half of the year. Elson Li

News

Hong Kong

Hong Kong Economy

Struggling to attract patrons, shopping centres are embracing resurgent popularity of Japanese toy, drawing fans who stay and spend – at least for now


Struggling to attract patrons, shopping centres are embracing resurgent popularity of Japanese toy, drawing fans who stay and spend – at least for now.


Retailing

China

Terence Chong Tai-leung

Lau Chor Tak Institute of Global Economics and Finance

Beyblade battles drive up sales at Hong Kong malls, but how long will the trend last?

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Struggling to attract patrons, shopping centres are embracing resurgent popularity of Japanese toy, drawing fans who stay and spend – at least for now

Struggling to attract patrons, shopping centres are embracing resurgent popularity of Japanese toy, drawing fans who stay and spend – at least for now