At DFS Okinawa, event-linked gifts – from original tote bags to deluxe skincare minis – connected hotel activations to high-value downtown retail as part of the 17th annual SEKKISEI SAVE the BLUE project
HAINAN, CHINA/JAPAN. KOSÉ Travel Retail has stepped up its environmental advocacy efforts through two major conservation programmes in Hainan and Okinawa under its SEKKISEI SAVE the BLUE project, which has been running since 2009.
On 4 June, KOSÉ Travel Retail partnered with Wangfujing Duty Free and the Blue Ribbon Ocean Conservation Association for a mangrove-planting initiative in Hainan.
The activity took place at Dongzhai Harbor National Nature Reserve in Hainan, ahead of World Environment Day (5 June), following the success of a similar mangrove-planting partnership in 2024.
Representatives from KOSÉ Travel Retail – a subsidiary of KOSÉ Corporation – Wangfujing Duty Free and Blue Ribbon along with community volunteers all took part in the event.
(Above and below) KOSÉ Travel Retail united with Wangfujing Duty Free and Blue Ribbon to plant mangroves at Dongzhai Harbor, marking the 17th year of SEKKISEI’s SAVE the BLUE initiative
The day began with an educational tour of the Dongzhaigang Mangrove Science Museum, where volunteers explored immersive exhibitions such as Memory Rings, Natural Grace and The Infinite Forest to better understand the mangrove reserve’s ecological background.
Through guided discussions and multimedia installations, participants gained insights into the origin, biodiversity and ecological value of mangrove ecosystems.
Mangroves play a critical role in mitigating climate change by capturing and storing carbon, purifying seawater and acting as a natural buffer against extreme weather events. The Dongzhai Harbor mangrove reserve alone serves as a critical habitat for 177 fish and 230 bird species, highlighting its biodiversity importance.
During the event, one ecological expert remarked: “Mangroves are not just an ecological barrier – they are our first line of defence in protecting the ocean.”
Following the museum tour, volunteers stepped into the tidal mudflats to plant young mangrove trees under expert guidance. The tree-planting session reflected a growing recognition of mangroves as one of the most vital ecosystems for coastal resilience and climate action.
KOSÉ Travel Retail President and CEO Hiroto Kitaki commented, “SEKKISEI launched the SAVE the BLUE environmental protection initiative in 2009, and this year marks its 16th anniversary. As part of this project, KOSÉ Travel Retail has been collaborating with the Blue Ribbon Ocean Conservation Association since 2022 to carry out ongoing mangrove-planting activities in Hainan.
“We are truly delighted to welcome representatives from Wangfujing Duty Free, a company deeply committed to sustainable development, to join us in this year’s mangrove-planting event.
“Looking ahead, we hope to strengthen our collaboration with like-minded partners such as Wangfujing Duty Free to further promote ecological protection efforts in China and on Hainan Island.”
Wangfujing Duty Free Management/Wangfujing International Duty Free Port Deputy General Manager and Hainan Wangfujing Haiken Duty Free Products Management General Manager Sun Lingling added, “Wangfujing International Duty Free Port is honoured to once again witness the launch of the SAVE the BLUE environmental protection initiative, in collaboration with SEKKISEI and the Blue Ribbon Ocean Conservation Association.
“As a key platform connecting brands and consumers, Wangfujing International Duty Free Port also strives to be a pioneer in fulfilling corporate social responsibility.
SEKKISEI hosted a beach clean up event in Okinawa in partnership with 20 children and their parents from the local community
“We would like to express our sincere gratitude to KOSÉ Group, which has consistently led efforts to protect the environment in China and on Hainan Island; to Blue Ribbon, which has long been dedicated to marine ecological conservation; and to all partners who participated in this meaningful campaign.”
Sun added, “It is thanks to our shared commitment to sustainability that this green initiative – bridging both commerce and public good – has taken root and is now flourishing on the fertile land of Hainan Island.”
(Above and below) SEKKISEI activations in Okinawa blended skincare touch-ups with branded pool balls and games
Giveaways and exclusive offers were available for hotel guests at the Nikko Alivila Yomitan Resort Okinawa and Ryukyu Hotel & Resort Nashiro Beach
Guests sharing their beachside experiences online were rewarded with limited-edition SEKKISEI gifts
Further advancing its environmental efforts under the SEKKISEI SAVE the BLUE banner, KOSÉ Travel Retail also ran a beach clean-up and coral planting initiative in Okinawa.
Since May, a portion of sales from SEKKISEI-branded amenities at two participating hotels — Hotel Nikko Alivila Yomitan Resort Okinawa and Ryukyu Hotel & Resort Nashiro Beach — have been going towards supporting local sustainability projects such as coral preservation initiation in Yomitan Village and Itoman City.
Launched in partnership with coral farm operator Sea Seed, the events promoted marine conservation by engaging local children and family communities in educational and practical conservation activities.
Children from Yomitan Village and Itoman City, where the sponsoring hotels are located, were invited to participate in a beach clean-up, a marine preservation lecture focused on corals, a sunscreen education session and a hands-on coral seedling experience during the event.
It was attended by approximately 20 children and their parents from the two locations.
(Above and below) During the coral planting initiative in Okinawa, children learned about the importance of protecting their skin against harmful UV rays using SEKKISEI products.
Led by Sea Seed CEO Koji Kinjō, the initiative fostered greater understanding of marine biodiversity and the importance of coral reef restoration – further reinforcing SEKKISEI’s long-term commitment to protecting ocean ecosystems.
In Okinawa, volunteers attended a lecture by Mr. Kinjō on the importance of corals in preserving marine biodiversity and the current state of corals in Okinawan waters 
(Above and below) Children participated in a coral planting initiative in in Yomitan Village and Itoman City in Okinawa in July and August in partnership with Sea Seed
Complementing the coral conservation efforts, SEKKISEI rolled out a series of engaging consumer-facing activations for guests at Hotel Nikko Alivila Yomitan Resort Okinawa (26-27 July) and Ryukyu Hotel & Resort Nashiro Beach (2-3 August).
Held on the beach, the events featured interactive booths styled as vintage wagons offering SEKKISEI touch-up sessions and family-friendly activities.
(Above and below) Every activation touchpoint, from beach games and branded poolside beach pillows to store vouchers, reinforced SEKKISEI’s SAVE the BLUE message
The activations featured a ball-catching game for children with toys as prizes, and SEKKISEI-branded beach balls floating in the resort pools. Guests who shared their experience on social media received a limited-edition SEKKISEI beach ball.
Additionally, ‘Special Gift Tickets’ distributed at the events were redeemable for exclusive gifts at nearby local SEKKISEI stockists, including the DFS Okinawa downtown duty-free store. These included original tote bags and deluxe miniatures, such as the SEKKISEI Brightening Lotion 14ml with qualifying purchases.
The KOSÉ Travel Retail-led tree-planting and coral preservation activities are part of SEKKISEI’s wider SAVE the BLUE project – a long-running environmental programme that sees part of SEKKISEI’s product sales donated towards marine and ecological conservation. The project aims to raise awareness through environmental and community activities that promote a deeper understanding of global environmental conservation.
With a focus on coral protection in Okinawa, SEKKISEI SAVE the BLUE has since expanded to ten countries and regions, including China, Singapore, Thailand and Malaysia.
Since 2022, KOSÉ Travel Retail has donated a portion of its China duty-free sales to mangrove restoration efforts in partnership with the Blue Ribbon Ocean Conservation Association. To date, the initiative has supported the planting of more than 2,000sq m of mangrove seedlings in Hainan.
A key development for KOSÉ Travel Retail this year is the introduction of SEKKISEI BLUE, a prestige skincare line designed to elevate the global positioning of the SEKKISEI brand.
SEKKISEI BLUE focuses on the beauty circulation principles inspired by Eastern herbal philosophy. A key product is the signature Essence Liquid, a two-layer lotion that instantly fuses a moisturising layer with an essence that smooths and conditions the skin with an optimal balance of oil and moisture.
The packaging design of SEKKISEI BLUE (15 items in 17 variations, with no printed price) has been awarded the highest honour, ‘Best of the Best,’ in the Product Design category of the international- renowned Red Dot Design Award.
The line also includes a full regimen of skincare essentials, from cleansers and facial wash to cream, wipe-off lotion and oil serum. Each product is formulated to promote skin vitality, resilience and clarity, helping to restore a luminous, healthy complexion.
Kitaki added, “This year, we truly feel that SEKKISEI’s projects have borne the fruit of our long-term strategy. We are especially proud to have elevated SEKKISEI’s signature SEKKISEI SAVE the BLUE project into a travel retail-exclusive initiative, implemented in both Hainan and Okinawa. It was a deeply meaningful achievement.
The launch of SEKKISEI BLUE – a sustainable skincare line – complements the brand’s ecological mission with a focus on beauty circulation principles
“In Okinawa, we also brought together our travel retail and hotel amenities businesses to collaborate – an integration of internal resources. Moreover, our cross-functional project involving the local business unit has convinced us that this could become a distinctive, original model for us moving forward. We will continue to pursue marketing that reflects the traveller’s perspective, with authenticity and innovation at the core.”
KOSÉ Corporation said it will continue to reinforce its ecological responsibility through sustained investment in community-driven environmental programmes across Asia. 🏝️
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