A New Year

The Commerce Commission of Jing’an District has formally initiated an array of activities centered around the theme “Jing’an New Year Treasure Store-oriented City Walk”. The Commission extends an invitation to fellow citizens to explore the city together, visit instagrammable stores, and engage in shopping during the New Year holiday. These activities serve to guide participants in discovering the essence of the city via a journey on foot, allowing them to experience the charm of Jing’an’s back streets and feel the young and vibrant, bustling, fashionable, and authentic local flavor of Shanghai.

Today, we will unveil the second route for Jing’an New Year Treasure Store-oriented City Walk:

Niche, stylish route.

Starting from 758 Julu Road, this route will take you on a leisurely walk through the back streets at Julu Road, Fumin Road, and Changle Road (together known as the Jufuchang area), uncovering the niche, retro, and trendy small stores, as well as China-chic design brands along the streets. Not only are they wonderful places for shopping, but they are also amazing spots for capturing stunning photos! This route exudes a remarkable sense of style!

1. Starting point:

XIAOZHUO, 758 Julu Road

The local high-end fashion brand, XIAOZHUO, excels in creating the “blank space leaving” aesthetic at its store on Julu Road. Apart from a few quotes and artistic carpets, the store opts for minimal adornment, allowing visitors to appreciate a sense of purity and freedom.

The clothing display is also very “breathable”, with clean color combinations and light, orderly arrangements. The current season’s items, including small-sized wool cardigans, sheepskin jackets, lightweight down jackets, and thick sweaters, feature simplicity but also some subtle designs that exude unintended style and sophistication. They are suitable for both work and daily wear. The pants are tailored neatly, combining both aesthetics and comfort, making them perfect for easy everyday outfits.

2. 188-meter walk:

YASI RU WARE, 808 Julu Road

YASI RU WARE, a contemporary brand of Ru kiln porcelain, started its journey with the first brand store on Julu Road. It carries on the aesthetic porcelain culture from the Song Dynasty and gradually expands to various regions across the country. To this day, YASI RU WARE has established dozens of stores nationwide.

Each displayed piece of porcelain in the store showcases meticulous craftsmanship, unique colors, and visibly exquisite quality. Since its opening, it has attracted numerous people to come and customize their gifts.

3. 285-meter walk:

Hitable, 241 Fumin Road

It is a collective store featuring pottery and porcelain brands and also a local home goods brand in Shanghai. Located on Fumin Road, this niche pottery and porcelain design brand embodies an interior space as natural, organic, warm, and interesting as its products.

There are no intricate patterns or meticulous displays, but all possess a unique charm in their simplicity and rustic appeal, showing an unadorned beauty.

The shop assistants won’t overly enthusiastically approach you; instead, they leisurely drink tea and casually invite you to look around, as if greeting a friend. The products’ prices are not high, so you can take your time to carefully choose a tea bowl, a vase, or a dinner plate. It’s also a form of enjoyment.

4. 8-meter walk:

LABELHOOD, 184 Fumin Road

The store was recommended during an official festival on the social media and e-commerce platform Xiaohongshu. LABELHOOD is a member of the local brand development alliance in the Jufuchang area. It is a Chinese design brand that is favored by celebrities. Its flagship store on Fumin Road brings together numerous independent designer brands such as shushutong, swaying, and umawang. Here, you can find many classic and outstanding pieces, alongside timely new arrivals, all served by considerate staff.

The store is fascinating, with outdoor decorations adjusted every season according to different themes. Situated in a historical and cultural area adorned by dense Chinese parasol trees, this standalone small Western-style house requires ringing the doorbell to enter. Instead of simply shopping, you may feel more like visiting a new friend or walking through scenes from an art-house movie.

5. 106-meter walk:

Double Happiness, 720 Changle Road

It is an independent designer brand. The small store with a new Chinese-style decor is extremely adorable. It draws inspiration from old objects and interprets a joyful lifestyle through Eastern aesthetics.

People who are preparing for marriage may consider taking a look here. Everything here is designed with the element of the Chinese character “囍” (which means “double happiness”). Each piece of clothing, handbag, and accessory is unique with a new Chinese style, ensuring that your outfit won’t clash with others. They will allow you to say goodbye to boring attire and embark on a journey towards abundant happiness.

6. 217-meter walk:

demi ciel, 654 Changle Road

It is a gathering spot for jewelry brands, featuring creative designs. A pink-colored jewelry select shop, it’s hard for people not to be enchanted. Here, there are a plethora of French niche jewelry brands, offering a wide range of styles including earrings, necklaces, bracelets, and more, making the shop well worth exploring.

In addition to a vast selection of international brands, the domestic brands here are also highly appealing, with innovative styles and rich colors. Even star-style items can be found in the shop.

7. 445-meter walk:

YOXIPUNK, 683 Julu Road

It is an original handmade jewelry store that has recently gained significant online popularity and ranks third among the highly-rated stores on Dianping, a popular Chinese review platform.

The storefront might seem small, but inside it holds an abundance of treasures. It is filled with countless accessories, crafted from various materials, making it an absolute paradise for girls!

Earrings, brooches, necklaces, hats, bags, and various small decorations are all displayed together for you to try on freely. Here, you may indulge in the pleasure of searching for desired items to your heart’s content!