Amid the "5, 4, 3, 2, 1" countdown and waving checkered flags, a red Ducati motorcycle sped by, marking the energetic launch of the inaugural 2026 Jing'an New Year Fashion HighGO Festival.
Liu Min, Deputy Director and Level-I Counsel of the Shanghai Municipal Commission of Commerce, and Xiao Yeying, Member of the Standing Committee of the CPC Jing'an District Committee and Head of the Publicity Department of Jing'an District, attended the launch ceremony of the festival held on the time-limited pedestrian street on North Maoming Road.
Ducati partners with Zhang Yuan
Boost fashion consumption
As a core part of the festival launch, the Ducati "Ignite the New Year, Leap in Zhang Yuan" IP event descended upon Zhang Yuan and the time-limited pedestrian street on North Maoming Road this weekend. This event marks not just a dialogue between century-old Italian mechanical aesthetics and historic Shikumen architecture, but also a deep resonance between "Jing'an Speed" and "Ducati Spirit." It provides powerful momentum for boosting fashion consumption in Jing'an District, heralding a prosperous start to the new year market.
Since its founding in Bologna, Italy, in 1926, Ducati has epitomized Italy's century-old industrial aesthetics, passion, and innovation. It strives to be a symbol of a passionate and individualistic lifestyle, transforming riding into a fully immersive Italian aesthetic experience and earning the title "the Ferrari of motorcycles."
Zhang Yuan, Shanghai's largest and best-preserved Shikumen complex with unparalleled architectural diversity, embodies the city's open, inclusive, and innovative spirit in every brick, tile, and crevice.
This partnership between Ducati and Zhang Yuan is a joint endeavor to redefine fashion consumption and create a unique high-end consumption scenario. It also vividly demonstrates Jing'an's strategy of promoting cross-sector integration under "business +," seamlessly blending historical districts, cultural arts, and fashion consumption.
At the scene, nearly ten red Ducati motorcycles lined up on the time-limited pedestrian street on North Maoming Road, drawing crowds of visitors for photos and up-close appreciation of Ducati's meticulous attention to detail and expression of "performance luxury." A "Streetfighter Model Case" containing a limited-edition Ducati motorcycle became a popular photo spot. Stepping inside for a picture with Ducati made visitors feel like they'd shrunk into a cool rider within a collectible model.
The Ducati Lifestyle Exhibition Area featured brand merchandise, including helmets, riding gear, and co-branded designer toys, sparking shopping enthusiasm among motorcycle enthusiasts and Ducati brand fans.
The Arcadia—Zhang Yuan Haipai (Shanghai-style) Culture Exchange Center in Zhang Yuan W8 offered a special creative coffee latte art service for the IP event, "printing" visitors' photos with the Ducati motorcycles onto latte foam to create a uniquely personalized coffee.
Motorcycle sports fans could also hop into riding simulators to virtually experience engine roars, straight-line acceleration, cornering, and high-speed sprints, fully immersing themselves in the thrill of racing.
New Year shopping spree
Calling all enthusiasts
"This New Year, Zhang Yuan will host a vibrant array of events, including a New Year Garden Fair, the "Sanlin Dragon and Lion Dance" Parade, a LEGO New Year-themed Block, and a Creative Pop-up Space for China's Emerging Designers. We welcome everyone to experience the festive atmosphere of the Chinese New Year and find the perfect gifts for yourselves, family, and friends."
At the launch ceremony, key commercial hubs in the district, such as Zhang Yuan, Jing'an Joy City, Jiuguang Department Store, and Yongyuan Road Block, presented their New Year consumption promotions.
The Jing'an New Year Fashion HighGO Festival will span traditional holidays like the Spring Festival and Lantern Festival. It will focus on debuts and premieres, IP development, and cross-sector integration, creating a citywide consumption event with distinct phases and growing momentum through unique IP-driven activities.
"Rewards at Hand for the Year of the Horse" voucher program links up consumption incentives
From January 22 to early March 2026, the Jing'an "Rewards at Hand for the Year of the Horse" voucher program will operate on Alipay. Using a "grab first, spend later" model, it offers direct benefits to consumers with four discount tiers: Save RMB 800 on RMB 5,000, Save RMB 300 on RMB 1,000, Save RMB 150 on RMB 500, and Save RMB 40 on RMB 100.
Over a dozen merchants in Zhang Yuan—including Sisley, Amouage, EviDenS de Beauté, Sandriver, Snow Peak, BIRKENSTOCK, Blue Bottle Coffee, WAiU, Gelato Dal Cuore, HAKUSAN MEGANE, and Arcadia Creative Space—will participate in the program, allowing voucher stacking.
For the Lantern Festival, special "Tap" payment vouchers will be introduced via Alipay in the Wujiang Road-Fengshengli nighttime economy cluster to sustain evening consumption energy.
"Shanghai-Style New Year Garden Fair" IP creates a holiday destination
Zhang Yuan's Shanghai-Style New Year Garden Fair will run from February 8 throughout the Spring Festival holiday, offering residents and visitors a festive feast themed "Stride with Fortune, Celebrate in Zhang Yuan."
In collaboration with the Jing'an International Light Festival, the Fair will transform North Maoming Road and Zhang Yuan with immersive street scenes and light shows, creating a blended consumption scenario of "lights + parades + debuts."
Brands in Zhang Yuan will simultaneously launch new products and exclusive New Year promotions, catering to holiday shopping and gifting needs. Efforts will also intensify to promote the "Louis," attracting more domestic and international visitors to extend consumption pathways.
"Jing'an Gifts" visitor consumption IP highlights core district appeal
A "Jing'an Gifts" visitor consumption package will launch before the Spring Festival and run through the entire holiday period to convey Jing'an's "Chinese Lunar New Year, International Flair" blessings to visitors in Shanghai.
The package features Shanghai-style souvenirs like handmade incense threads, brooches, or random-stitch embroidery. International tourists can claim it after completing tax refund procedures, while domestic visitors can exchange it with proof of qualifying purchases. This "one gift, double delight" approach aims to enhance visitor experience and connection.
During the upcoming "FIRST in Shanghai" period, Jing'an will also premiere the "Shanghe Chunji" IP. This initiative will deepen the integration of culture, tourism, commerce, sports, and exhibitions by incorporating large-scale art installation debuts, intangible cultural heritage craft workshops, and China chic-themed fairs into business districts. The "Jing'an GO" consumption wristband will link experiences across the area, effectively stimulating fashion consumption vitality.