Heartland 66 in Wuhan, under Hang Lung Properties Limited (“Hang Lung” or the “Company”), is expanding its new-generation, differentiated retail mix and customer experience offerings through the launch of Central China’s first curated 24KR Korean Trend Zone and edgestreet Concept Space. Building on the Heartland 66’s premium positioning, the two areas bring together Korean Wave culture, contemporary fashion, new-to-market brand launches, vibrant social spaces, and immersive experiences – forming part of Heartland 66’s transformation from a traditional retail destination into a trendy lifestyle hub, while contributing to the development of Wuhan’s retail sector.

Launched between June and July, the 24KR Korean Trend Zone and “Greenhouse by edgestreet,” together spanning approximately 10,400 sq. m., feature a lineup of more than 150 brands. The 24KR Zone captures the contemporary Korean Wave that resonates with new-generation consumers and enriches the shopping experience. “Greenhouse”, meanwhile, is a concept space developed by edgestreet, centered on a greenhouse-inspired botanical theme and offering a diverse mix of design, aesthetics, home living and pet lifestyles. It blends modern fashion, lifestyle aesthetics and social interaction, deepening engagement with emerging customer segments. Among the first batch of brands unveiled, 24KR introduces 11 brands making their China debut and 15 making their Central China debut, while “Greenhouse” brings 20 brands opening their first stores in Wuhan.

Such initiatives support Wuhan’s goal of accelerating its development into a forward-thinking city and an international consumption center. As a major transportation, education and commercial hub in Central China, Wuhan continues to attract university graduates seeking employment and entrepreneurship, as well as young talent from neighboring provinces who help to fuel local consumption. Heartland 66 aims to inject more emerging consumption experiences and commercial vitality into the local market.

Ms. Veronica Chan, Director – Mainland Business Operation, Hang Lung Properties, said, “Heartland 66 is actively introducing curated fashion and lifestyle offerings in response to the evolving consumer preferences. By providing a rich and diverse range of choices, we are creating placemaking destinations that foster a strong sense of community. As a commercial landmark in Wuhan, we will continue to strengthen our differentiated positioning, contribute to the city’s development as an international consumption center, and help stimulate consumer vitality.”

Mr. Harvey Ye, General Manager of Heartland 66, said, “The successive launch of 24KR Korean Trend Zone and ‘Greenhouse by edgestreet’ marks a firm step forward in engaging younger consumers and driving the revitalization and upgrading of our commercial spaces. On its opening day, the 24KR Zone lifted footfall by more than 50% year-on-year. ‘Greenhouse’, which followed shortly after, also drew a strong market response. Both underscore the powerful potential of the emerging consumer market and the surging economic vitality of Central China.”