Editor's Note: Chinamaxxing has gone viral—a term coined by international residents and visitors to describe the "most Chinese phase of my life." From flying to Shanghai for a pair of glasses to getting custom-tailored clothes in small boutiques, growing numbers of expat residents are exploring the vibrant, down-to-earth life in Jing'an and savoring the joy of "becoming a Jing'an local." Starting today, Jing'an Media Center launches the special series Becoming a Jing'an Local: Chinamaxxing, uncovering the cost-effective, artisanal services and hassle-free convenience that make Jing'an a hit with expats.

A 500-meter street has recently quietly become a hit overseas, turning into a popular reverse cross-border shopping destination for international tourists visiting Shanghai. After undergoing a revitalization and upgrade, Yongyuan Road, a key thoroughfare in the core area of Jing'an, now not only attracts international design brands and local trendsetters but also boasts a diverse array of dining options. Here, it's common to see international consumers holding coffee cups and wheeling suitcases.

Since its trial operation began at the end of 2024, this Shanghai internet-famous neighborhood has been consistently generating buzz and maintaining high popularity, becoming both a pioneering hub for local design and a focal point for mainstream trends.

It doesn't deliberately tout "internationalization", yet it has attracted a large number of expat residents in Shanghai and overseas tourists. It doesn't pursue a high-end vertical positioning, yet it has propelled local trendy brands to gain international recognition and drawn international tourists to make special trips here for a "shopping spree." What exactly is it about Yongyuan Road that draws this international crowd?

The Must-Buy List for International Shoppers to Shanghai

A group of seven went on a shopping spree, each buying two pairs of shoes

Trendy and fashionable—this is many people's initial impression of Yongyuan Road. Little do they know that this trend of stylish consumption on Yongyuan Road has already spread overseas, making it a "must-buy" destination for global fashionistas visiting Shanghai.

Here you'll find internationally renowned brands such as Italian furniture brand Baxter, Swiss modular furniture brand USM, and Japanese high-end fashion brand Onitsuka Tiger. Some of which generate nearly half of their sales from international consumers. There are also homegrown designer brands like SMFK and PANE—brands that have become hugely popular overseas, triggering a massive "shopping spree" among Southeast Asian tourists.

Founded in 2022, the Shanghai-based footwear brand PANE has become a "must-buy" on the shopping lists of many fashion-conscious international consumers. This independent brand, which went viral for its vintage-style casual shoes, opened its first flagship store on Yongyuan Road last year. Less than a year since its opening, the store has surged to the top of the brand's nationwide retail network in terms of both sales volume and foot traffic. Store data shows that international customers account for 30% of daily footfall, and 35% of total revenue. During peak holiday periods, these figures become even more pronounced. There was even a group of seven tourists from Singapore who came specifically for a shopping spree, each purchasing two pairs, for a total of 14 pairs.

Word-of-Mouth on Overseas Social Media

International shoppers seek out the exact store based on online cues

Why do international consumers come here to buy Chinese trendy brands? Recently, a reporter encountered a group of four sisters from Thailand on their first trip to Shanghai, carrying PANE's signature white shopping bags with blue lettering as they stepped out of the PANE Yongyuan Road store.

"We're really interested in Chinese fashion brands. This brand is incredibly popular on video platforms in Thailand, and many content creators love wearing it. So, we came straight to Jing'an Temple as soon as we landed—we couldn't wait! And we finally got the shoes we wanted," one of them excitedly told the reporter. After trying them on in-store, they found that the shoes were incredibly stylish and had a unique aesthetic that set them apart from other sportswear brands. Plus, they were comfortable, versatile, and offered great value for money—so they purchased without hesitation.

Store staff revealed that international customers mainly come from Japan, South Korea, and Southeast Asia, with a smaller number from Europe and North America. Most are drawn in by recommendations from overseas content creators, using social media posts as a direct guide to the exact store. "Many international guests discover us through Instagram and Xiaohongshu and add our store to their itineraries before even visiting Shanghai. They generally place great importance on two key factors: First, whether the design is distinctive and recognizable; second, whether the clothing is truly comfortable to wear. Styles that strike a balance between stylish looks and everyday comfort tend to be more popular—especially those that are lightweight, easy to style, and exceptionally comfortable to wear."

It can be said that the tremendous popularity of PANE's Yongyuan Road store demonstrates that Chinese homegrown brands are increasingly attracting proactive attention from overseas consumers. Today, more and more overseas consumers are willing to step into stores of Chinese brands and purchase products from these brands—meaning that Chinese brands, design, and aesthetics are being seen and understood on a broader scale.

Behind this, we can also see how the Yongyuan Road neighborhood, as a non-standard commercial district, demonstrates its differentiation from traditional shopping malls in terms of brand strength, investment attraction strategies, and operational thinking.

In what appears to be a mélange of domestic and international brands, although each brand has a distinctly different personality, they all possess unique appeal and sufficient freshness. He Yue, General Manager of the Yongyuan Road Project, observed that each brand in the Yongyuan Road neighborhood exhibits subtle differences in its ability to attract international consumers.

"For example, consumers in Southeast Asia particularly love buying PANE, while young women who favor Japanese and Korean styles tend to prefer SMFK. Even some Korean content creators specifically visit these stores to shoot videos, which they then post on overseas video platforms. What's common across the board is that the designs and quality of these local fashion brands are increasingly being recognized by overseas consumers."

Relaxed Atmosphere

Expat residents fall in love with the "comfort right at their doorstep"

In Shanghai, if you ask an expat resident where the most "chill" spot is for a weekend, they'll now definitely give you a new answer: Yongyuan Road. This 500-meter street, tucked away behind the bustling West Nanjing Road business district, is becoming an "urban oasis" in the hearts of expats—a rare, relaxed vibe that's increasingly hard to find in the city center. For many expat residents in Shanghai, what keeps them coming back to Yongyuan Road is its unique sense of relaxation amid the vibrant heart of the city. The neighborhood boasts a spacious lawn covering over 2,000 square meters, home to more than 60 species of native plants, which beautifully complement the industrial-style buildings and vertical green plant walls surrounding it.

The reporter noticed that the neighborhood had deliberately placed beach chairs on the lawn, inviting people to stroll in and sit or lie down however they pleased—and what's more, it's pet-friendly. Many expats simply sat down on the lawn with a glass of wine, spreading out a mat and staying there for an entire afternoon.

"I bring my dog here almost every weekend—it can run freely on the lawn while I can sit in a beach chair with my coffee. The atmosphere here feels just like home in London," says Sophia, a British resident living near Jing'an Temple, echoing the sentiments of many others. With its rare urban lawn seamlessly integrated into commercial spaces, Yongyuan Road has become a haven of tranquility for expats after work—a place where they can easily enjoy picnics, take their dogs for walks, or soak up the sun—the very comforts right at their doorstep.

"We haven’t adopted a highly specialized positioning," explained He Yue, General Manager of the project. "Instead, we aim to create a warm and inviting environment that fosters a fulfilling lifestyle—serving not only the local consumer base but also naturally catering to the needs of expat residents nearby."

Indeed, large lawns are a rarity in downtown Shanghai, and it's even rarer to find a place where lawns and commerce are truly integrated. Around this expansive lawn, Yongyuan Road has been meticulously designed with an open, street-facing layout that features small gardens offering tranquility amid the hustle and bustle, as well as inner alleyways brimming with unique charm and character. Here, trends coexist seamlessly with the vibrant, everyday energy of local life—every corner holds delightful surprises that celebrate the beauty of everyday living.

An International Lifestyle

Expat residents find a sense of belonging

For expat residents in Shanghai who seek a high quality of life, the charm of Yongyuan Road lies in its ability to create a social environment brimming with community spirit.

The Aster restaurant, helmed by a Michelin-starred chef, boasts a significant proportion of international diners. Meanwhile, Akalcha, an Eastern-style "new tea" beverage brand, draws them in with its creative tea drinks that offers an immersive experience of Chinese tea culture.

There are also countless community events, such as street dance performances, skateboarding experiences, cycling community gatherings. These activities attract expat senior executives from nearby foreign-invested enterprises, who often bring their families along to take part in these activities.

"I joined a running community here and made some new friends. We set off from here to run through the streets of Shanghai. Yongyuan Road feels like a community hub, giving us a sense of belonging," says Cooper, an Australian who's been working and living in Shanghai for less than a year. He was surprised to find that Yongyuan Road is nothing like a traditional mall, but more like an international community. Whether it's grabbing lunch on a weekday or taking your pet for a picnic on the weekend, this place perfectly meets expats' expectations for lifestyle-oriented consumption.

Here, they love to order a new tea drink at Akalcha, a blend of Eastern Zen aesthetics and modern flavors, savoring a moment of tranquility amid the fragrant aroma of tea. Or they might step into Aster, helmed by Michelin-starred chef Joshua Pairs, where, amidst the lively ambiance of an open kitchen, they can indulge in a meticulously crafted French culinary experience.

If the weather is just right, the outdoor seating area of CROW JANE, featuring charming little flower-filled nooks reminiscent of Southern France, is often completely packed. Guests love to sit beneath the parasols, order a healthy brunch, and watch the bustling crowds and leisurely pets strolling by on the street.

This 500-meter street in the West Nanjing Road business district of Jing'an, though never deliberately internationalized, has become a "happy home" for expat residents. Its success stems from its naturally inclusive and unforced atmosphere—brands grow organically, the environment is relaxed and comfortable, and the lifestyle resonates with international standards. This is a vivid microcosm of the global charm of Jing'an and Shanghai.