Taobao's PapaHome taps Jackson Wang as strategic investor

Taobao’s flagship physical furniture store PapaHome has tapped Kpop group GOT7's Jackson Wang (pictured second right) as its new strategic investor through his company TEAM HOLDING, following its launch in February 2025.

This landmark partnership signifies a key expansion initiative for Taobao, leveraging Wang’s profound influence and regional presence to strengthen its foothold in Hong Kong and beyond.

Born and raised in Hong Kong, Wang is a homegrown talent turned global icon, known for his creativity and authenticity. His strategic investment in PapaHome marks the beginning of expanding his business and entertainment ventures in his hometown, further strengthening his global presence from Hong Kong.

Wang stands as a globally celebrated artist and the co-founder of TEAM HOLDING, an investment and holding company he built together with Henry Cheung to oversee and expand their global ventures. As a leading figure in global youth and fashion culture, his creative vision and unique aesthetic have captivated younger generations worldwide, earning him invitations to design Halloween-themed installations for theme parks in Singapore and Shanghai.

Plans are underway to bring this Festive Experience IP "Under The Castle” from Shanghai and Singapore to Bangkok and many other regions. Throughout his career, Wang has consistently been recognised for creating authentic, immersive experiences.

Under the partnership, Wang will curate a capsule collection of his most coveted items available via the Taobao platform. Visitors to PapaHome’s new flagship Causeway Bay location will be able to experience the products in real life, and conveniently shop for the items via the app. The curated collection will be unveiled by Wang in Q2 2026.

The new collaboration integrates Wang’s aesthetics into PapaHome’s offerings, expanding and attracting a growing base of diverse customers comprising locals, mainland Chinese, Wang's fans, tourists, and professionals, while enhancing Hong Kong’s retail landscape. This alliance is a natural fit, rooted in a shared belief in the value of authentic offline experiences.

Wang’s creativity, as well as his influence and reach across the world, will significantly raise the profile of both Taobao and PapaHome, encouraging more people to explore Taobao’s innovative, interactive, and multi-sensory shopping experience.

Moving forward, PapaHome is set to open several more stores across Hong Kong throughout 2026—including a two-storey flagship mega store in Causeway Bay in the second quarter of next year—establishing itself as the definitive destination for home goods. It plans to pursue expansion in the near future, beginning with Asia before reaching out to key global markets.

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 Wang as a strategic investor. His endorsement, just months after our launch, is incredibly energising. Since February, we've served over half a million people, with a remarkable 20% converting to paying customers."

"Crucially, our average ticket size has tripled since the opening of our physical store, and we've observed people confidently placing consistent six-figure orders through Taobao’s platform after visiting PapaHome —a real breakthrough that proves Hong Kong is ready for the next era of e-commerce. Our store has already cultivated a loyal following, and with Jackson on board, we’re excited to take this momentum to new heights and redefine the ‘try before you buy’ retail experience," he added.

He added, “This success stems from a core insight: while over 40-50% of retail in China is online, in Hong Kong, it's only about 16-18%. This highlights the critical importance of the physical experience in Hong Kong. That’s why we're doubling down by expanding into new locations and more categories that require 'touch-and-feel' and developing dedicated online-merge-offline (OMO) concepts."

"This hybrid model is the cornerstone of our growth strategy. This collaboration accelerates our investment in Hong Kong's future. We're not just opening stores; we're pioneering a new retail standard that creates local jobs, fosters innovation, and solidifies Hong Kong's role as a global super-connector. This is about bringing the best to Hong Kong and showcasing the best of Hong Kong to the world," he explained.

This is the purpose behind TEAM HOLDING’s investment initiatives. Cheung, director of TEAM HOLDING, emphasised 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.”

“We are so excited to be a new strategic investor in Taobao’s PapaHome, Taobao's first physical store in Hong Kong! As a proud Hongkonger, 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.” 

“We live in a time of information overload, yet true certainty is scarce,” said Wang. “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 & PapaHome is about bringing that undeniable trust back into business, on the ground and in the real world.”

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