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

Spinning metal tops known as Beyblades have been creating a buzz in Hong Kong malls, driving up sales for local businesses. These toy arenas, called "Beystadiums," first gained popularity in the early 2000s and made a comeback in Hong Kong this year. Local shopping centre operators have seized the economic opportunity by converting public spaces into free battle zones to attract more foot traffic and shoppers.

The strategy, according to Bella Chhoa Peck-lim, chief commercial officer of Sino Group, is a soft-selling approach that engages customers through shared interests, drawing people into the store before making a sales pitch. The Tuen Mun Town Plaza even expanded the concept to a mall-wide strategy ahead of a major Beyblade tournament in August, encouraging shop operators to participate and offer discounts to shoppers presenting their tops.

This Beyblade craze has proven successful for businesses, with the shopping centre witnessing a 20% surge in holiday foot traffic and a 10-15% rise in weekday attendance. Restaurants and luxury tenants, such as Luk Fook Jewellery, have also benefited from the trend. Customers, such as 24-year-old warehouse worker Liu Chun-yin and his friend, have reported spending extended periods at the shopping complex, battling other players and purchasing food and drinks between matches.

However, experts suggest that the Beyblade trend is likely a short-term fix for Hong Kong's retail sector challenges, as overall retail growth has remained stagnant over the past year.