Recently, the JOY UNIVERSE made its official debut in Shanghai Jing’an Joy City!
The event will take place from July through September and
consecutively launch
14 top IP flash activities premiered in China.
These activities include the debut of the official pop-up store of Nanjing Hongshan Forest Zoo, the 5th-anniversary pop-up store of LuLu The Piggy, the limited pop-up store of Jujutsu Kaisen, the officially authorized pop-up store of BLUE LOCK in Shanghai, the 20th-anniversary pop-up store of GINTAMA CIRCUS, the first exhibition of Evangelion: Art Meets Fashion, the limited-time pop-up store of Paradox Live Travel, Skip and Loafer, and Frieren. These popular IPs are expected to attract over 5 million visitors.
During these activities, Jing’an Joy City will issue 3,000 limited-edition exclusive “IP Universe Odyssey” passports. Followers can obtain these passports for free by following the official account and posting relevant notes on Xiaohongshu. After obtaining the passports, visitors can go to various flash activity exhibition areas to collect limited-edition IP stamps. Those who gather 10 or more IP stamps can gain a surprise gift.
As the premier place for super IP launches, Jing’an Joy City has always been a popular destination for pan-Nijigen enthusiasts. Nearly 300 flash activities are held in this shopping mall every year, with over 30 international top IP flash activities making their debut here. During the summer vacation from 2017 to 2023, Jing’an Joy City launched six sessions of “Summer Rooftop Festival”. This has become a cherished summertime memory for young people in Shanghai, forming a practice of holding large-scale activities favored by young people every summer.
From the independently developed IP festival “Summer Rooftop Festival” to JOY UNIVERSE, Jing’an Joy City has always practiced the aim of “Light Up, Cheer Up” and is dedicated to enabling more young people to discover their favorite fields in this shopping mall.
The JOY UNIVERSE is set to become a carnival that attracts a vast number of pan-Nijigen enthusiasts. This will promote the deeper integration of offline business and pan-Nijigen culture, creating a diversified and dynamic summer event.
Travel tips for the 14 top IP flash activities
The debut of the limited pop-up store of Jujutsu Kaisen in China
Time: Till August 7
Address: Atrium, 3/F, South Block
The limited pop-up store of Jujutsu Kaisen made its debut in Jing’an Joy City. With two theme areas covering a total area of about 350 square meters, the pop-up store faithfully recreates the classic scenes of the two parts of this animation, offering visitors an immersive experience.
This activity will exclusively launch over 300 limited-edition new products, along with engaging in interactions with followers and offering gifts for purchase, ensuring your complete satisfaction!
The debut of the official pop-up store of Nanjing Hongshan Forest Zoo in China
Time: July 25–September 1
Address: Atrium, 1/F, South Block
The “iconic scenes of Hongshan Forest Zoo” is about to make its debut in Shanghai! Visitors have the opportunity to take a group photo with the giant inflatable model of the white-faced saki “Du Du”, a popular animal star. They can also experience the highly popular “koala weighing” activity at the zoo. More than 60 officially authorized new products will be launched exclusively, and visitors also have the opportunity to obtain limited-edition commemorative tickets for the pop-up store.
The officially authorized pop-up store of BLUE LOCK in Shanghai
Time: July 25–September 1
Address: Atrium, 1/F, North Block
The pop-up store will launch limited-edition products such as brand-new “One-Day Manager” themed patterns, over 100 new versions of peripheral goods, plush products, and cotton dolls! The pop-up store features classic scenes such as “dressing room” and “canteen”, along with a limited-edition photo sticker camera. Come and take an exclusive group photo of yourself and your favorite characters!
The 20th-anniversary pop-up store of GINTAMA CIRCUS
Time: August 3–September 1
Address: Atrium, 3/F, North Block
Good news for GINTAMA CIRCUS fans! The 20th-anniversary pop-up store of GINTAMA CIRCUS is about to make its debut in Jing’an Joy City. Please stay tuned!
The first exhibition of Evangelion: Art Meets Fashion
Time: August 2–October 7
Address: Atrium, 5/F, North Block
The great work is coming back! The exhibition features 15 exhibition areas, showcasing over 300 original animation manuscripts, and four theatrical edition animation production videos. Additionally, it will also exclusively release nearly 200 limited-edition peripheral goods for the first time, and display the original paintings and final draft of Evangelion: 3.0 You Can (Not) Redo and Evangelion: 3.0+1.0 Thrice Upon a Time. Visitors will also experience the immersive cockpit light show first held in the Chinese mainland. A dream journey in Jing’an Joy City is about to start!
The 5th-anniversary pop-up store of LuLu The Piggy
Time: August 3–September 1
Address: Store, 1/F, North Block
A variety of popular classic, newly launched, and Shanghai-exclusive products will be unveiled at this pop-up store. Visitors can engage in the gashapon game to win limited-edition prizes while exploring the cute classic scenes of LuLu The Piggy. Additionally, they will have the chance to acquire limited-edition hang tags and a large-sized version of the 5th-anniversary cake.
The limited-time pop-up store of Paradox Live Travel
Time: August 3–September 1
Address: Sub-atrium, 3/F, South Block
The amazing limited-time pop-up store of Paradox Live, an original IP highlighting hip-hop music, is coming soon. The new illustrations will be unveiled, and five classic MV combinations will offer an immersive on-site experience. Additionally, there will be hundreds of limited-edition products available for sale and surprise gifts for purchase. Let’s Travel this summer!
From July to September, a variety of pop-up stores will open at Joy City
JULY: 2024 JUJUTSU KAISEN CAFE
August: Domestic Otome Game Co-brand Pop-up Store Address: Atrium, 3/F, South Block
September: Skip and Loafer Address: Sub-atrium, 3/F, South Block
September: Frieren Address: Atrium, 3/F, North Block
The first offline pop-up store of LOFTERGOODS
Time: Till September 1
Address: 5/F, South Block
It’s the LOFTER! Since this month, eight popular IP new products will be launched successively, with a new release every week at an incredibly fast pace! These products will bring you joy all summer long!
The first limited-time pop-up store of The Green Party in China
Time: Till July 28
Address: Atrium, 5/F, North Block
Hatsune Miku sweetie new products will be first launched offline. Don’t miss this cool party! Visitors who come to the pop-up store will have the chance to acquire exquisite peripheral goods. Look forward to meeting you this summer!
Get your exclusive passports and IP stamps for a chance to win limited-edition surprise gifts
Starting on July 13, followers who follow the official account of Shanghai Jing’an Joy City on Xiaohongshu and post relevant notes regarding these pop-up stores using the hashtags #Jing’an Joy City and #JOY UNIVERSE can go to the customer service center on the 4th and 7th floors of North Block to receive an exclusive “IP Universe Odyssey” passport for free (limited to 3,000 pieces, one piece per person). Then, they can go to various flash activity exhibition areas to collect limited-edition IP stamps. Those who gather 10 or more IP stamps can gain a surprise gift.
The debut of JOY UNIVERSE
at Shanghai Jing’an Joy City will cheer up your summer
with exciting pop-up stores!
(Gifts for all the above activities are limited and will be distributed on a first-come, first-served basis. Any changes will be subject to the publicity at Jing’an Joy City Member Center or the store notification during the event)