# Airport Whiskey Pop-Ups House of Suntory and Lotte Launch an Immersive Pop-Up at Changi Airport By Elena Rahman | Published 2022-05-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/house-of-suntory-and-lotte References: [dfnionline](https://www.dfnionline.com/lead-stories/house-suntory-lotte-partner-exclusive-changi-pop-28-02-2022/) & [house.suntory](https://house.suntory.com/en/global)  [House of Suntory](https://www.trendhunter.com/trends/house-of-suntory) and [Lotte Duty Free](https://www.trendhunter.com/trends/cheoreom-x-krush-somaek) teamed up to establish a limited-time immersive store located in Changi International Airport's Terminal 3 Departure Hall. Divided into four segments, the pop-up shop showcases a range of Suntory whiskies using physical and digital elements. Shoppers can immerse themselves in the world of Japanese whiskey and its craftsmanship. The shop will house premium whiskies, including the [Yamazaki 55](https://www.trendhunter.com/trends/the-house-of-suntory), the distillery's oldest release in brand history. The Duty Free partnership creates a first-of-its-kind pop-up experience, serving as "the ultimate travel retail hub." Travelers at Singapore's Changi International Airport can witness the brand's globalization firsthand through the immersive whiskey experience. Moreover, the pop-up aims to harness personal connections with its customers. Image Credit: House of Suntory ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 89% | Activity: 88% | Freshness: 12% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Airport Pop-up Stores:** A trend in creating immersive retail experiences for travelers at airports. - **Luxury Spirits Retail:** A trend towards creating unique and high-end retail locations for premium spirit brands. - **Globalization of Premium Spirits:** A trend towards expanding the market for premium spirits brands worldwide, especially in Asia. ### Industries Being Reshaped - **Retail:** The retail industry can benefit from creating immersive experiences for customers in non-traditional locations like airports. - **Spirits Industry:** The spirits industry can benefit from creating unique retail experiences to showcase premium and luxury products. - **Travel Industry:** The travel industry can benefit from partnering with spirits brands to provide unique and engaging experiences for travelers. ## Related on Trend Hunter - [Major International Airport Pop-Ups](https://www.trendhunter.com/trends/popups-at-airport-hubs.md) - [Speakeasy-Inspired Airport Pop-Ups](https://www.trendhunter.com/trends/black-ruby-popup.md) - [Scotch Whisky Airport Activations](https://www.trendhunter.com/trends/jfk-terminal-four.md) - [Interactive Tequila Installations](https://www.trendhunter.com/trends/popup-at-heathrow-airport.md) - [Luxury Whisky Boutiques](https://www.trendhunter.com/trends/west-coast-flagship.md) - [Fine Whisky Installations](https://www.trendhunter.com/trends/color-collection-popup.md) - [Parisian Airport Pop-Ups](https://www.trendhunter.com/trends/moet-hennessys-paris-concept.md) - [Fragrance-Inspired Airport Cafes](https://www.trendhunter.com/trends/miss-dior-popup.md) - [Flavor-Filled Airport Pop-Ups](https://www.trendhunter.com/trends/hichew-getaway-mix-layover.md)