Minhang’s Double Five Shopping Festival has opened at Qianwan Incity Mega, running through June as part of the district’s yearlong Chunshen Wonderful Life Season.
Front and center is a bold retail takeover: the mall has been reimagined as a bright yellow “Cheese Island,” anchored by a near-10-meter molten “cheese waterfall” cascading through the atrium. A run of themed installations across L1 and L2 forms an easy, immersive loop—part playground, part photo set.
The May Day holiday is the peak moment. From May 1 to 3, the first Shanghai International Cheese Festival brings together more than 60 local and international brands, including Costco, Shake Shack, Alimentari, Mozzarella e Vino and Azabuya, alongside a rotating mix of buzzy dessert labels. Bakery brand Holiland joins with a limited pop-up.
It’s not just about food. As a Minhang sub-venue of the Shanghai International Flower Show, the mall is layered with thousands of fresh blooms woven into its canyon-like interiors, adding a softer, seasonal counterpoint.
Through May, the focus shifts to pet-friendly programming. A lineup of events, from a Paw Games meet and pet–owner yoga to a stray animal photo show and the 100th Pet Adoption Day, rolls out across the venue. Together with the “Cheese Puppy House” installation, it doubles down on its appeal as a relaxed, pet-friendly hangout.
Looking ahead, Qianwan Incity Mega plans to tighten pet access and safety standards while adding practical touches like pet strollers, water stations and waste bag points, aiming for a more structured, pet-friendly retail model.
The broader goal: to help Minhang sharpen a retail mix that balances international appeal with everyday ease, and to contribute to Shanghai’s push as an international consumption hub.
