Taobao's 1st physical store teams up with Jackson Wang to transform retail in HK and beyond

Taobao's first physical store, PapaHome, established by Alibaba in China's Hong Kong Special Administrative Region, announced on Oct. 24 a partnership with pop icon Jackson Wang's company Team Holding. The deal signifies a key expansion initiative for Taobao and Alibaba by leveraging Wang's influence and regional presence to strengthen its foothold in Hong Kong and beyond.

From left: Andy Wong, CEO of Taobao's PapaHome; Henry Cheung, director of Team Holding; Jackson Wang; and Choi Yi Kwan, president of Team Wang Records. [Photo courtesy of Team Holding]

PapaHome, a furniture and lifestyle products retailer, opened on Feb. 22, 2025, in the China Hong Kong City complex in Tsim Sha Tsui. Spanning over 25,000 square feet, the store offers more than 10,000 products from over 100 Taobao merchants. Its Online-Merge-Offline model allows customers to experience products in person while using QR codes to access product details, exclusive discounts and complete online checkout.

Since its opening, the store has welcomed more than 500,000 customer visits. Order values have steadily increased from initial four-digit amounts to six-figure transactions, demonstrating growing consumer confidence. Encouraged by this success, PapaHome — a partnership between Chinese e-commerce platform Taobao and local home repair platform Papabo — will open a new 40,000 square foot store in Causeway Bay, Hong Kong next year.

Internationally renowned Chinese artist Jackson Wang, currently on his Magic Man 2 World Tour with sold-out concerts in cities including Kuala Lumpur and Tokyo, has made a strategic investment in PapaHome. The Hong Kong-born artist — also recognized for his fashion expertise, design work and entrepreneurship including Halloween-themed "Under The Castle" installations for theme parks in Singapore, Bangkok and Shanghai — expands his business ventures in his hometown. 

"We are so excited to be a new strategic investor in PapaHome. As a proud Hong Konger, I've witnessed firsthand this international city's unique ability to serve as a true global connector, bringing together people, ideas, and opportunities," Wang shared. "Few places rival Hong Kong's strength as a trading hub and launchpad for fresh ventures, making it an unparalleled market for businesses with global ambition."

Andy Wong, CEO of Taobao's PapaHome said, "Connecting East and West is fundamental to our DNA, and Hong Kong is the perfect bridge for this mission. We are thrilled to welcome Jackson Wang as a strategic investor. His endorsement, just months after our launch, is incredibly energizing."

Jackson's involvement will include curating a capsule collection of his most sought-after items, available through the Taobao platform. Visitors to PapaHome's new flagship Causeway Bay location can experience these products in person and conveniently purchase them via the app. The curated collection will be launched by Jackson Wang in the second quarter of 2026. 

This collaboration infuses Jackson Wang's aesthetic into PapaHome's offerings, broadening appeal to a diverse customer base that includes Hong Kong locals, visitors from Chinese mainland, Jackson Wang fans, tourists, and professionals, while elevating Hong Kong's retail landscape.

From Oct. 31 to Nov. 14, a Taobao Wonderland-themed furniture exhibition area will be set up at PapaHome's physical store, allowing consumers to experience Taobao's furniture services both online and offline.

"The digital world can show you many things, but only real, face-to-face experiences can prove what's genuine. That's why I believe in being there — seeing it, feeling it, and knowing it for myself. This partnership with Alibaba's Taobao and PapaHome is about bringing that undeniable trust back into business, on the ground and in the real world," Wang added.

Taobao's PapaHome store at Tsim Sha Tsui in Hong Kong, China. [Photo courtesy of Alibaba Group]

With Jackson Wang joining PapaHome as a shareholder, a Taobao spokesperson said they firmly believe this cooperation will unleash stronger synergies, accelerate the development of Hong Kong's online-offline integrated retail model, and provide Hong Kong users with more valuable and innovative shopping experiences.

Henry Cheung, director of Team Holding, emphasized the long-term vision behind the partnership: "This investment is more than a business move — it's a statement of belief. Together with Taobao, we're shaping a future where commerce is not just digital, but deeply human. Our shared mission is to bridge technology and touch, data and emotion — transforming the way people connect with brands and with one another. This is how we redefine trust, experience, and the future of retail."