As twilight paints Shanghai's skyline in hues of gold and violet, Nanjing Road transforms into a pulsating artery of summer euphoria. The "Shanghai Summer" campaign ignites China’s premier commercial street with an electrifying fusion of culture, commerce, and cosmopolitan energy.
From late June through August, this iconic boulevard unveils a meticulously crafted symphony of experiences designed for global travelers and local revelers alike. Centered on three transformative keywords—Summer Show, Summer Fun, and Summer Sales—the initiative redefines urban summer leisure through immersive IP exhibitions, boundary-pushing entertainment, and pioneering retail innovations. This isn’t merely a festival; it’s Shanghai extending a glittering invitation to experience the heartbeat of modern China.
Summer Show
Step into a realm where beloved characters leap from screens and history books collide with futuristic visions. Nanjing Road morphs into a dynamic stage for storytelling and spectacle.
Beloved animated icons likePleasant Goatand the irresistibly chillCapybaralead vibrant parades, weaving through the crowds for 2 days of interactive delight. Over at New World City, the Ultraman 60th Anniversary Exhibition transcends nostalgia. Rare artifacts spanning six decades share space with an immersive "Light Domain Theater," while the 2025 hero "Ultraman Omegar" makes his dramatic world debut on a custom-built stage.
Century Plaza amplifies the energy with Budweiser’s grand celebration of the FIFA Club World Cup. Here, football’s universal passion merges seamlessly with beer garden conviviality, creating a cross-cultural hub where sports chants blend with clinking glasses. Giant screens broadcast matches, while themed installations invite photo ops against a backdrop of neon and cheers.
This convergence of IP, art, and sport isn’t random—it’s a deliberate orchestration of "scenes + IP." Each activation transforms pockets of Nanjing Road into micro-destinations, ensuring every visitor finds their moment of wonder. The street itself becomes a living museum of pop culture and shared excitement.
Summer Fun: Unleashing Youthful Pulse
Nanjing Road sheds its formal attire, embracing the electric buzz of Gen Z. Music, gaming, and digital frontiers collide in spaces pulsating with unbridled creativity.
The inaugural "Yeah! Shanghai Midsummer Carnival" breaks conventional concert formats. Utilizing iconic locations like the M558 tram stop, Zhen Laoda Fang’s signature balconies, and the Century Plaza stage, it crafts Shanghai’s first block-wide, scene-based music festival. Emerging artists and DJs transform the thoroughfare into an open-air club under the stars, where melodies drift between heritage buildings.
Simultaneously, the G-POWER Digital Entertainment Festival (5th E-sports Carnival) explodes onto the scene. This isn’t just competitive gaming; it’s a holistic digital culture explosion. VR arenas transport visitors to fantastical realms, cosplay showcases celebrate anime artistry, and interactive tech installations blur the lines between player and spectator.
New World City counters with its 3rd ACG (Anime-Comics-Games) Carnival. Exclusive merchandise drops draw collectors, while VR experiences offer glimpses into metaverse playgrounds. The crescendo is a "Midsummer Song & Dance Gala," a live celebration where J-Pop, K-Pop, and C-Pop anthems unite diverse fandoms in shared rhythm, proving Nanjing Road speaks the universal language of youthful exuberance.
Summer Sales: Commerce Reimagined
Beyond entertainment lies a retail renaissance. Nanjing Road pioneers collaborative commerce, blending heritage charm with cutting-edge convenience to delight global shoppers.
Tradition meets trend as century-old brands shatter expectations. Watch for Lao Zi Hao (time-honored names) launching limited-edition crossovers with anime giants—think Sanrio-embellished silk scarves or Demon Slayer-themed mooncakes. These exclusive drops fuse cultural heritage with contemporary cool, creating instant collector’s items.
The synergy amplifies online. A landmark collaboration with CCTV’s "Yangyang Haowu" platform kicks off with "Shop Nanjing Road, Play Differently," a live outdoor broadcast hosted by renowned media personality Qin Chang. Millions virtually traverse the street’s storied arcades, discovering hidden gems and live deals, proving the boulevard’s appeal transcends geography.
Payment barriers dissolve for international guests. Partnering with UnionPay Shanghai and Alipay, the street rolls' out "Ticket Economy 2.0," offering bundled discounts across Shanghai's top attractions. Crucially, Ant International integration enables seamless use ofsix major overseas e-wallets(like Kakao Pay, AlipayHK) with exclusive discounts. The pioneering "Tax Refund Upon Purchase" service expands, allowing tourists to instantly claim VAT refunds at participating stores—making Nanjing Road China’s most accessible luxury destination.
