Li Qian
The Place has teamed up with Korean lifestyle IP BRUNCH BROTHER to stage its first nationwide pop-up in China.
Centered on a slice of toast and a small yellow duck, BRUNCH BROTHER also features characters such as penguins and black cats. The IP has grown quickly in South Korea, reaching more than 2,000 retail locations and over 3,000 product SKUs.
Running from May 29 to June 28, the Shanghai exhibition mixes immersive installations, hands-on play, and retail under a “healing” theme aimed at young urban visitors. The space is split into four zones, where visitors can stretch out on toast-shaped inflatables, play in ball pits and slides, and pose with oversized toast installations.
Styled as a “BRUNCH CAFÉ,” the pop-up store uses yellow shelving, blue-and-white checkered flooring, toast-shaped mirrors, and a photo booth for instant prints. More than 100 merchandise items are on sale, including over 20 debut products ranging from plush toys and tote bags to cushions and tech accessories.
Alongside the exhibition, The Place is also running the “Cute Pets & Playful Camp” market as a weekend extension.
Taking place May 29–June 1 and June 5–7, it brings together pet brands, lifestyle labels, and design stalls, turning The Promenade into a walkable pop-up area for browsing and casual discovery.
In mid-June, the Hey Blue Water Park will open, adding a water-play focus to the venue’s summer lineup, with attractions and lounge areas designed for families and younger visitors.
