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.
Dish-shaped plastic battle arenas known as “Beystadiums” have been set up not only in Tuen Mun Town Plaza, but also across the mall in different shops, where some players challenge shop staff to collect stamps for shopping vouchers.
The spinning toy popularised by Japanese anime in the early 2000s made a comeback in Hong Kong and across Asia early this year, with local fans flocking to public arenas to battle against other players and scrambling to buy hot models and rare parts.
Spotting the economic potential behind the hobby, local shopping centre operators across Hong Kong are converting public spaces into free battle zones to drive up foot traffic and sales and retain visitors.
Tuen Mun Town Plaza even 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 shopping centre.
“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.”