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Jewel Changi Airport announces record footfall and sales as brand portfolio expands
The complex at Changi Airport recorded over 80 million in visitor traffic from January to December 2024, which was a +10% year-on-year increase, alongside a +5% increase in sales.
SINGAPORE. Leisure, retail and dining complex Jewel Changi Airport (Jewel) today announced a strong performance for 2024 in terms of footfall and sales against the backdrop of healthy passenger growth at Singapore Changi Airport.
The complex recorded over 80 million in visitor traffic from January to December 2024, which was a +10% year-on-year increase, alongside a +5% increase in sales. This marks a record full-year footfall and sales for Jewel since its opening in 2019. Year-on-year retail sales per square foot grew by +6% compared to 2023.
Overseas travellers made up more than 35% of the total footfall recorded in 2024, an increase of +7% compared to the year before. The top five source markets were China, Taiwan, Malaysia, Australia and The Philippines, with visitorship from Mainland China and Taiwan more than double that of 2023.
The lifestyle destination features more than 260 retail shops and restaurants. During the year, Jewel welcomed over 30 new brands, including a Charles & Keith flagship store, Imperial Treasure Super Peking Duck and Treasures Yi Dian Xin, Montale Paris, POP MART and more.
There were also nine new-to-Singapore international brands that chose Jewel as their launchpad in 2024, among which were F&B brands Hakka Yu, NAI XUE and Royal Host. Jewel will enhance its tenancy mix in the coming year with close to 30 new brands.
Jewel Changi Airport Development CEO James Fong said, “We are highly encouraged by the strong performance of Jewel, especially against a soft retail climate. This was only possible with close collaboration from our tenant partners and business partners.
“To ensure that Jewel stays an exciting destination for both local and overseas visitors, we continue to support the business strategies of our existing tenants to grow their business and customer base by expanding their brand presence and introducing new retail experiences in Jewel.
“At the same time, we also welcome new brands with unique and experiential concepts to make Jewel their home and launchpad in Singapore. This year, Jewel’s visitors can look forward to a myriad of new brands, including exciting new-to-Singapore concepts and flagship stores.”
New brands in the pipeline
In 2024, four flagship stores were introduced: Bimba Y Lola, Charles & Keith, FILA and New Era. Since opening in 2019, 17 flagship stores have launched in Jewel.
Expanding its presence in Singapore, adidas will open a new flagship concept store along Jewel’s Duplex Boulevard on Level 2, showcasing the range across Sports Performance, adidas Originals, and Y-3. The store’s collection will feature limited releases of statement and collaboration packs such as Wales Bonner and CLOT by Edison Chen. Also available will be customisation services and tee designs that are curated in partnership with Jewel.
Palladium, the French footwear brand that is best known for its lightweight cotton canvas boots, will also debut in Jewel.
With other incoming brands like Salomon and Wilson Sporting Goods, Jewel will become “the leading destination for sportswear and athleisure products in Singapore with the widest selection of brands”.
As Jewel continues to position Level 1 as a mid-luxury shopping street, additions to the tenant portfolio will include an existing luxury retailer that will expand its footprint and introduce a novel, Singapore-first concept, alongside a new store by a premium German luxury car manufacturer. American footwear brand Sam Edelman will also open at Jewel.
To augment Jewel’s Level 4 as a young adults’ collectibles area, a leading Japanese manga chain will open its first Singapore store, retailing its popular merchandise and anime goods. In addition, a Nintendo pop-up store will return to Jewel.
New culinary concepts
Parisian-Japanese brand Café Kitsune will unveil a refreshed concept at Jewel, featuring an expanded brunch menu complemented by a curated selection of natural wines.
Australian grocer and café Surrey Hills will also open at Jewel. Two brands opening their first outlets in Singapore are Korean restaurant Bookmagol plus homegrown brand SugarBelly with its speciality mochi doughnuts.
Reopening with a bigger outlet, The 1872 Clipper Tea Co. will feature a dedicated tea bar and dessert counter. Mrs Pho will also join Jewel’s array of eateries, in a dual-concept restaurant with Michelin-starred ramen restaurant Tsuta. 
