Jing'an District merges culture and commerce to capitalize on the consumption boom during the Spring Festival. Partnering with premium brands, Shanghai Jiuguang Center hosted Spring Festival events such as art exhibitions, designer toy interactive activities, and public welfare initiatives. Four themed activities debuted simultaneously: the "Gallop Through Blossoms, Chase Dreams at Jiuguang" New Year Flower Art Exhibition, "Sweet Dreams" Pop-up, Dare to Be Different 10th Anniversary Public Welfare Exhibition, and Pingu's Polar Microcosm. They blended aesthetics, interactivity, and emotional connections, transforming Jing'an into an artistic and heartwarming holiday destination.
"Gallop Through Blossoms, Chase Dreams at Jiuguang" · New Year Flower Art Exhibition
Shanghai Jiuguang Center collaborated with Poetry of Planting Corners and Raven Photography to present the "Gallop Through Blossoms, Chase Dreams at Jiuguang" New Year Flower Art Exhibition. The centerpiece installation "Steed's Passage" draws inspiration from the imagery of "fragrant hooves treading petals". Through surrealist techniques, it blends the vigor of horses with the elegance of blooming flowers. Against crimson walls adorned with floral motifs, the immersive traditional Chinese aesthetic makes the exhibition a must-visit destination during Spring Festival.
A concurrent workshop on intangible cultural heritage lacquer-dyed moth orchids allowed visitors to practice this traditional craft before the Spring Festival. Participants created personalized floral arrangements, adding ceremonial significance to the Spring Festival.
"Sweet Dreams" · Year of the Horse Pop-up
Co-created with popular illustrator Meiyeye, the "Sweet Dreams" Pop-up transformed the space into an enchanting winter circus wonderland. The warm and fluffy Dream Pony IP embodies courage, innocence, and companionship. The event featured an exhibition of graphic artworks and creative merchandise.
Dare to Be Different 10th Anniversary · Boundless Public Welfare Art Exhibition
Jointly launched by Shanghai Jiuguang Center, To Bright Future, and WABC Art Foundation, the Dare to Be Different 10th Anniversary Public Welfare Exhibition centered on "Boundless Integration". Twenty-eight paintings by young artists showed unique creativity and vitality, interacting with playful sock installations to spark artistic dialogue.
This vibrant exhibition blended art with the inclusive concept of embracing differences, making public welfare a highlight of the Spring Festival.
Pingu's Polar Microcosm · An immersive family experience
Pingu's Polar Microcosm extended the soothing ambiance of the outdoor ice rink. Amidst pristine snow and soft lighting, adorable Pingu dolls were scattered throughout the venue alongside themed installations and playful scenes. This setup catered to doll enthusiasts' photo opportunities and created a heartwarming space for family bonding.
Parents and children can interact through group photos, explore intricate scene details, and foster observation skills and imagination in a relaxed setting. The endearing Pingu becomes the perfect companion during Spring Festival.
Jiuguang Center's Spring Festival series represents Jing'an District's innovative approach to commercial diversity. Spanning traditional Chinese elements, designer toys, public welfare, and cute aesthetics, these events blend traditions with trends as well as personal experience with public welfare and address leisure needs across all age groups during the Spring Festival. Various immersive settings and practical benefits transform the business district into a warm and vibrant Spring Festival destination.
Jing'an District will continue to embrace diverse consumption trends, introduce more premium resources, enrich commercial experiences, and enhance regional consumption quality. It aims to develop Jiuguang Center into a more inclusive and experiential shopping hub that accompanies residents through memorable moments.
Event details:
"Gallop Through Blossoms, Chase Dreams at Jiuguang" New Year Flower Art Exhibition: First-floor Golden Atrium (near CHANEL); January 28‒February 28, 2026
"Sweet Dreams" Pop-up: Second-floor Department Store Atrium (near LAUREN); January 30‒February 26, 2026
Dare to Be Different 10th Anniversary Public Welfare Exhibition: Third-floor Department Store Atrium (near Zone 23); December 18, 2025‒February 28, 2026
Pingu's Polar Microcosm: Second-floor Black Atrium (near MUJI); December 18, 2025‒February 28, 2026