Press Briefing for the 2024 Shanghai International Sports Trend Culture Festival
Media Release
On October 31, the Information Office of Jing'an District People's Government held a press briefing for the 2024 Shanghai International Sports Trend Culture Festival. Persons in charge from the Jing'an District Bureau of Sports, the Commerce Commission of Jing'an District, and Shanghai Join Buy (Group) Co., Ltd., among other relevant organizations, attended and answered questions from reporters.
Jing'an District will host the 2024 Shanghai International Sports Trend Culture Festival from November 2 to December 15. The aim is to enhance the integration of commerce, tourism, culture, sports, and exhibitions to attract and boost consumption. It also seeks to fully leverage the spillover effects of sports events and festival activities to draw crowds, increase foot traffic, and stimulate spending.
The festival actively implements the Opinions of the State Council on Promoting the High-quality Development of Service Consumption, as well as the guidelines from the General Administration of Sport of China, the Ministry of Commerce of the People's Republic of China (PRC), and the Ministry of Culture and Tourism of the PRC on the "Sports Events Enter Scenic Areas, Blocks, and Business Districts" initiative. The festival will take the 2024 China University 3 × 3 Basketball League Finals—taking place from November 15 to 17 at Jing'an Park—as the themed event, with the slogan "We Are Born Upward". It will feature five activity segments: Fitness Go!, Exhibition, Basketball, Dance Party, and Market. The diverse offerings will include a sports carnival, a themed exhibition, professional competitions, street dance performances, and pop-up events from trendy brands, providing citizens, competitors, and tourists with a month-and-a-half feast integrating commerce, tourism, culture, sports, and exhibitions.
The press briefing announced the key activities for the festival:
Fitness Go!: The festival's first warm-up event will take place on Anyi Road from November 2 to 3, featuring an all-inclusive sports carnival. The venue will include four main zones: Relaxing Sports, Sweaty Sports, Core Sports, and Fun Sports. Attendees can enjoy over 10 trendy and engaging sports experiences, including mini-golf, balance board, Spike Ball, pickleball, Crossfit, and kendama. This will create a lively weekend atmosphere named "Anyi Sports Alley". After these experiences, citizens can exchange the calories they burn for various consumer rewards, seamlessly integrating sports with shopping experiences.
Exhibition—"The Legend of Shanghai Basketball" Special Exhibition: The nationwide premiere will be held from November 9 to 17 at the CITIC Pacific Plaza. Under the leadership of Shanghai's renowned "Urban Archaeology" team, the exhibition will explore the legacy and future of basketball culture in the "Magic City" of Shanghai by tracing the history of basketball's dissemination and development both globally and in China. During the exhibition, there will be an old photo collection activity entitled "My Story with Basketball", aimed at uncovering basketball stories from citizens. Meanwhile, the CITIC Pacific Plaza will launch the "West Nanjing Road Business District Fashion Sports Season", offering a one-stop leisure experience that combines exhibition viewing, sports activities, and shopping.
Basketball—2024 China University 3 × 3 Basketball League Finals: It is hosted by the China Student Sports Federation and represents the highest level of national university 3 × 3 basketball competition. This basketball event will be held in Shanghai for the first time from November 15 to 17 on the east lawn of Jing'an Park as the festival's themed event. The competition system will adhere to the 3 × 3 basketball standards (Lite Quest Level 6) of the Fédération Internationale de Basketball (FIBA), and the results will be included in the FIBA 3 × 3 basketball player ranking system. A total of 112 athletes from 28 top teams, including Tsinghua University, Peking University, and Shanghai Jiao Tong University, will compete in 52 matches.
Dance Party—Dance Carnival: The event will take place from November 23 to 24 at the sunken plaza of the Jing'an Temple, fully utilizing the natural "dancing floor" in the urban center. It will feature competitions among youth street dance groups, university student street dance clubs, and senior community dance troupes. Additionally, it will highlight trending cultural elements by showcasing popular dance styles from social media, such as "Ancient Dance" and "Swing Dance".
Market—Pop-up Events from Trendy Brands: From November 30 to December 15, coinciding with the closing of the festival, over 30 brands related to trendy sports and lifestyles will utilize the entire West Nanjing Road Functional Area as their main venue for systematic and synchronous online and offline promotions. These will include pop-up events, brand experiences, and consumer engagement initiatives across major commercial complexes on West Nanjing Road. With the arrival of the Double 12 shopping festival, this event will deliver the "consumer benefits" of the festival to citizens. It seeks to drive online traffic, create engaging experiences, and boost offline sales, bringing a peak to this series of commercial, tourism, cultural, sports, and exhibition events.
This festival will also collaborate with LandSpace. With the slogan and attitude of "We Are Born Upward", the Zhuque carrier rocket will soar toward the vast starry sky. Additionally, the "Wishes Fly with Zhuque" initiative will be launched, collecting citizens' wish messages to accompany future rocket launches.
The 2024 Shanghai International Sports Trend Culture Festival is co-hosted by the Shanghai Municipal Administration of Sports, the Shanghai Municipal Education Commission, and the Jing'an District People's Government. It is jointly undertaken by the Management Committee of the West Nanjing Road Functional Area, the Jing'an District Bureau of Sports, and Zhuque Zhanchi Sports Management (Shanghai) Co., Ltd., with exclusive operation handled by Wanrui Puying Group. Leveraging sports events as a medium, the festival aims to actively cultivate new consumption scenarios, stimulate fresh consumer vitality, and effectively harnesses the driving force of consumption for social and economic development, thereby creating a new model for the integrated development of commerce, tourism, culture, sports, and exhibitions in Jing'an.