The boom of animation, comic and game (ACG) consumption has inspired an increasing number of retailers to adapt to the changing trend.
Nanjing Road E., one of Shanghai’s most popular commercial streets, is known as the “No. 1 Commercial Street of China.” Now, its business format is upgrading with the times. In addition to many time-honored shopping malls, new industries such as ACG are emerging here.
The malls along the street now host numerous global trendy brands, attracting hundreds of millions of visitors and ACG enthusiasts from around the world.
A coser poses.
A booming consumption scene on May 1
During the May Day holiday, the first city flagship store of domestic leading pan-entertainment company Kayou opened on the Nanjing Road Pedestrian Mall. Located in a commercial area adjacent to many globally renowned trendy brands, the store features experience activities for popular IPs such as Ne Zha, attracting long queues on the first day of the holiday.
As Shanghai is hosting the “Double Five Shopping Festival,” the flagship store has launched several surprise experiences. It has created multiple IP-themed areas. Among these, the Ne Zha’s card wall brings back the emotion of the movie, while My Little Pony Pinkie’s joyful party scene offers a delightful festive mood and a dreamlike visual enjoyment.
A photo moment at the Kayou outlet
A booming scene
The store also features three dedicated sections for popular IPs: Harry Potter, Tom and Jerry, and The Powerpuff Girls. Fans can engage in immersive interactions on-site, create their own IP badges, and unlock limited-edition materials.
It has also prepared several limited products that integrate the elements of Shanghai landmarks. Moreover, a globally limited edition Pinkie flower sea cradle statue figure is exclusively available, with each piece exquisitely detailed.
Interactive activities such as interaction with Zhang Jiaming, a voice actor of Chinese animated blockbuster “Ne Zha 2,” will be held during the holiday.
Nanjing Road E. is not only a chic spot in Shanghai but also a hub for trendy consumption and a new cultural landmark.
A shopping scene
A show of badges and plush toys
The annual offline sales of Shanghai’s ACG sector reached nearly 1.2 billion yuan last year, and the Nanjing Road business circle is hailed by ACG enthusiasts as “Shanghai’s version of Akihabara.”
Young people are coming to Shanghai with suitcases during weekends and holidays to purchase character-themed goods, referred to as guzi in youth slang, and are also making special trips to Shanghai for “first stores” and “first exhibitions,” which has become an increasingly popular new consumption experience.
According to data from Shanghai Commerce Commission, the city’s total retail sales of consumer goods last year amounted to 1.79 trillion yuan, maintaining the top position among cities nationwide.
Relying on advantages such as debut economy, Shanghai’s innovative consumption scenarios are constantly emerging, and its consumption space has continued to be optimized.
A shopping scene
If you go
Opening hours: 10am-10pm
Address: S106, 299 Nanjing Rd E.