In April 2026, themed on Stylish Jing'an, GO Trendsetting, the 7th May 5 Shopping Festival Jing'an Theme Event officially commenced. As the core area of Shanghai's development into an International Consumption Center City, Jing'an focuses on high-quality growth across four key areas: boosting fashion consumption, deepening integration, enhancing technological empowerment, and optimizing nighttime consumption. By integrating local resources and partnering with major business districts, platforms, and brands, Jing'an is set to host a landmark urban consumption event that boasts international influence, market leadership, and innovative business formats.
Commercial landmarks across the three core business districts of West Nanjing Road, Suzhou Creek Bay, and Daning have fully switched to "festival mode." Key shopping destinations—such as Zhang Yuan (or Zhang's Garden), Fengshengli, Jiuguang Department Store, CITIC Pacific Plaza, Réel Department Store, Jing'an Joy City, Suhewan MixC World, and Daning Music Plaza—are teaming up to create a vibrant holiday atmosphere. Through thematic displays, ambient exhibitions, art installations, and pre-festival activities, they showcase the charm, vitality, and creativity of Jing'an's commercial scene.
Boosting fashion consumption
Establishing a premier global fashion launchpad
Jing'an District leverages the world-class West Nanjing Road business district to continuously solidify its position as a hub for high-end fashion consumption.
Capitalizing on the "FIRST in Shanghai" strategy, Jing'an actively attracts top international brands, renowned designer brands, and avant-garde brands to open their debut flagship stores here. It also hosts frequent product launches, limited-edition releases, and exclusive previews, cementing its status as the top entry point for global brands into the Chinese market and a leading trendsetter.
During the May 5 Shopping Festival, a series of premieres, debut shows, and inaugural exhibitions spanning high-end apparel, beauty tech, and lifestyle will be unveiled, offering consumers a cutting-edge fashion experience.
The Shanghai International Beauty Season officially launched on April 23, leveraging Jing'an District's strong beauty industry cluster. By partnering with UK beauty resources and gathering top-tier Chinese and international beauty brands alongside emerging forces, the event highlights this year's new product launches and diverse activities. Together, they stimulate industry innovation and establish Jing'an as a new consumption hub that leads global beauty trends.
Meanwhile, Jing'an is shifting fashion consumption from simple retail transactions to immersive services and experiences.
By integrating high-end customization, art exhibitions, and professional salons within the business district, Jing'an provides consumers with value-added services beyond shopping, such as personalized design and exclusive image consulting. This approach builds a value chain of fashion boutiques, professional services, and artistic experiences, creating a new high-end fashion consumption model unique to Jing'an and elevating the standards of global, fashionable, and quality shopping.
Waterman, the prestigious French luxury writing brand founded by the inventor of the modern fountain pen, will open its first Chinese store in Zhang Yuan (or Zhang's Garden). The new store will offer customizable combinations of pen barrels, nibs, and caps, as well as personalized engraving services, genuine leather pouches, notebooks, and exclusive VIP merchandise.
Deepening integration
Fostering a symbiotic ecosystem of culture, commerce, tourism, sports, and exhibitions
To further integrate culture, commerce, tourism, sports, and exhibitions, Jing'an District has innovatively introduced the "Jing'an Go" consumption wristband. Through a combination of customized hardware, shared scenarios, and integrated ticketing, the initiative effectively turns festival foot traffic into increased consumption, delivering a smart and uniquely Jing'an shopping experience.
First, the festival-limited wristband creates a signature "Jing'an ritual." To enhance the festive atmosphere and boost public engagement during the May 5 Shopping Festival, Jing'an District has introduced a series of custom-themed wristbands. The Custom Light Edition, designed for the Shining Shanghai Light Up Jing'an exhibition, features a vibrant look that complements the light art installations across Zhang Yuan and Suzhou Creek Bay, making it a "stylish accessory" for nighttime visitors. Meanwhile, the Night in Jing'an Special Edition, tailored for the 66 Wonderful Nightlife Season, features a sleek dark design that serves as a "passport" for nighttime spending.
Second, the initiative connects daytime and nighttime consumer routes by offering tailored strategies for each festival. Leveraging the wristbands' smart interactive features, Jing'an has crafted immersive consumer experiences for key events. During the May Day holiday, a designated route was created around the Shining Shanghai Light Up Jing'an exhibition. Visitors wearing the wristbands could interact with installations, enjoy special "Light and Shadow Coffee," and shop throughout the business district. In June, with the launch of the 66 Wonderful Nightlife Season, the wristbands will serve as "nighttime consumption passports." Focusing on the West Nanjing Road and Suzhou Creek Bay Central Vitality Zone, the initiative will offer perks like double points for purchases made after 8 PM and exclusive nighttime discounts to strategically boost the night economy.
Building on the concept of one ticket stub for multiple experiences, Jing'an is also upgrading its ticket linkage program. By designing themed consumption routes and integrated benefit packages, the district effectively turns audiences from and participants in local art performances, museum exhibitions, and sporting events into shoppers, driving foot traffic and shared economic value.
Partnering with thousands of premium merchants in key business districts like West Nanjing Road, Suzhou Creek Bay, and Daning, the district has rolled out exclusive offers and joint promotions across dining, boutique shopping, hotels, and entertainment. This creates an immersive consumer ecosystem where a single ticket unlocks multiple venues and benefits.
Pioneering new consumer scenarios
Forging new smart tech experiences
Jing'an District is reshaping consumer spaces with a scenario revolution and stimulating consumer spending through experience upgrading. By leveraging cutting-edge technology, the district is driving the transformation of traditional business districts into future-oriented shopping hubs. Through first tech stores, smart new products, and immersive exploration, a new, distinctively Jing'an paradigm of tech-driven consumption is taking shape. The opening of several landmark first tech stores has brought a strong wave of cutting-edge technology experiences to Jing'an.
Unitree, a global leader in robotics, will open its first national store on West Nanjing Road at the end of May. It will offer an integrated experience of interactive bionic robots, AI displays, and educational entertainment. Concurrently, JD 101HOME, JD's all-scenario immersive lifestyle mall, will open its doors. By deeply integrating the May 5 Shopping Festival and JD 618 promotions, it aims to create a tangible, interactive, and customizable model home for future living.
The Metaverse Project Immersive Exploration Center at HKRI Taikoo Hui will launch the globally acclaimed VR experience Horizon of Khufu II: Mystery of the Builders on April 25. This seamlessly blends ancient Egyptian civilization with cutting-edge digital technology, offering visitors a surreal, immersive adventure.
These projects represent not only business innovations through new formats, models, and scenarios, but also a significant step for Jing'an in building a new hub for future consumer experiences and shaping a global smart business landmark.
Enhancing nighttime consumption
Revitalizing the "Night in Jing'an" brand
Jing'an District is committed to strengthening the "Night in Jing'an" brand and comprehensively upgrading its nighttime consumption scenarios and business formats. Driven by the Shining Shanghai Light Up Jing'an exhibition and the 66 Wonderful Nightlife Season, the district is cultivating a diverse, vibrant, and premium nighttime economy.
In the West Nanjing Road Business District, anchored by the Zhang Yuan historical area and seamlessly connected to the time-limited pedestrian street on North Maoming Road, Jing'an District is developing a Light Art Block. This space blends light installations, Shanghai-style architecture, and street performances to offer a culturally rich nighttime walking route. In the Suzhou Creek Bay business district, capitalizing on the waterfront landscape, Jing'an District is upgrading the lighting, water features, and digital art installations. It has also introduced themed night cruises and riverside markets to create a romantic and relaxing nighttime leisure destination. In the Daning business district, Jing'an District targets young families and energetic demographics, creating a comprehensive "nightlife energy hub" that features themed night markets, live music, sports viewing, and family-friendly activities.
During the May 5 Shopping Festival, Jing'an District will partner with major business districts, key merchants, and tech platforms like Meituan and Alipay to issue government shopping vouchers in phases, including Jing'an Global Food Vouchers and Jing'an Business District Vitality Vouchers. These will be paired with promotional events, themed markets, and integrated cultural, tourism, and sports activities to spark a district-wide spending boom. Major commercial venues across the district will also host a wide array of festive events.
To drive retail sales, venues such as CITIC Pacific Plaza, Jing'an Kerry Centre, Jing'an Joy City, and Shanghai Jiuguang Center are encouraging spending with offers like gifts with purchase, shopping vouchers, and group discounts. Meanwhile, Jiuguang Department Store has launched the 1618 Lane — Better Life Festival Market, bringing together international home appliance and furnishing brands to expand premium shopping options.
To attract visitors through popular IPs, Jiuguang Department Store has introduced the world's first Anpanman-themed pop-up store, and Shanghai Jiuguang Center will unveil China's first Chibi Maruko-chan theme park. Additionally, Jing'an Joy City will feature 10 pop-ups and over 20 IPs, hosting engaging events to consistently draw in younger crowds.
To highlight food markets, Suhewan MixC World is hosting a Bread Culture Festival, partnering with the Jing'an venue of the International Flower Show to create a blended experience of flower viewing and shopping. Meanwhile, Shanghai Financial Street Shopping Center and Daning Music Plaza are organizing coffee markets, spring banquets, and live music performances to foster a vibrant and diverse culinary scene.
To promote the integration of culture and sports, Shanghai CITIC Pacific Plaza has created themed experiences around the Shanghai Longines Global Champions Tour, while Daning Music Plaza is hosting trendy sports events and a neighborhood art festival. These initiatives drive the deep integration of culture, commerce, tourism, sports, and exhibitions, effectively translating immersive experiences into retail spending to enhance the vitality and economic impact of business districts.
With the May 5 Shopping Festival Jing'an Theme Event in full swing, an increasingly international, creative, and tech-savvy Jing'an, full of hustle and bustle, is warmly welcoming visitors and consumers. Jing'an cordially invites everyone to experience this spectacular shopping extravaganza and enjoy a good life.