Pop-up Trend ‘Flash’ Excites Yue Hui, ‘Flash’ Beautifies Shanghai’s Business District

The Magic City’s Festive Spirit: A Tour of Shanghai’s Christmas and New Year Celebration[...]

The Magic City’s Festive Spirit: A Tour of Shanghai’s Christmas and New Year Celebrations

Introduction: Published on 2019-12-30, this article captures the essence of Shanghai’s festive spirit during the Christmas and New Year season. The streets of the Magic City are alive with the joyous atmosphere of the holidays, a sentiment that is palpable throughout the city.

Nanjing East Road Pedestrian Street: A Century-Old Commercial Hub Nanjing East Road Pedestrian Street, a beacon of commerce for nearly a century, not only upholds its grandeur during the festive season but also radiates with a fresh vibrancy. This historic street is a testament to Shanghai’s enduring appeal as a shopping destination.

Shanghai Yue Hui Square: Sweet Christmas Market At the heart of the festivities is Shanghai Yue Hui Square, which, with its first-floor atrium as the main venue, hosts an unprecedented “Sweet Christmas Market” event. This two-week celebration is led by eight renowned Hong Kong brands, making it a lively and unique occasion to ring in the New Year. On December 31st, a “red envelope rain” promises to shower visitors with surprises from the sky.

MART IN SHANGHAI: A New Concept Introducing the MART IN SHANGHAI concept, Shanghai Yue Hui Square brings the popular MART IN HK market to the city for the first time. Known for its creativity and trendsetting approach, MART IN HK has been a hit in Hong Kong, and its Shanghai counterpart aims to achieve similar success.

Hong Kong Brands Debut in Shanghai The “Yue Hui Sweet Christmas Season” sees the debut of several Hong Kong characteristic brands in Shanghai, including:

• Blesscuit Bakery: Founded by popular Asian artist Chen Minzhi, this bakery has become a favorite among Hong Kong residents.
• Chocolate Rain Forest: Created by renowned illustrator Mai Yaduan, this brand has garnered numerous awards.
• Hexapi Honey and Mrs Bee: Recommended by many Hong Kong chefs, these brands are making their mark in Shanghai.
• Caffe Perfetto: A coffee brand that adds a touch of Italian flair to the event.
• Gusteau’s: A lifestyle brand that enhances the market’s appeal.
• OR TEA?: A tea and lifestyle concept brand established in 2010.
• Ba Shi Hua Huo: An ideal creative flower shop that adds a touch of natural beauty to the festivities.

These brands bring a new dimension to Shanghai’s Christmas celebrations, infusing the city with the charm of Hong Kong’s internet-famous brands.

Interactive Entertainment and Surprises

The “Yue Hui Sweet Christmas Season” is more than just a market; it’s an interactive entertainment program that engages visitors with a variety of activities. From a Christmas card wishing wall to a Santa Claus tour, candy girls, and the red envelope rain, there’s something for everyone to enjoy.

Shanghai Yue Hui Square: A Hub of Creative Surprises

Shanghai Yue Hui Square is known for its unexpected surprises, with creative and interesting pop-up store activities that appear and disappear like dreams, leaving a lasting impression on customers.

Spring’s Sweet Fashion Season

As spring arrives, Shanghai Yue Hui Square transforms into a “Sweet Fashion Season” with a focus on big brands and a dessert theme. Flash pop-up stores featuring popular online brand desserts gather here, attracting crowds and creating a paradise for dessert lovers.

Notable Brands and Media Attention

The “Sweet Fashion Season” has drawn the attention of media outlets, including the TV program “Shanghai’s Best,” which has conducted multiple interviews and follow-up reports, further amplifying the event’s popularity.

Summer’s Pepsi Colab Store

In the summer, the first “Pepsi Colab Store” lands in Shanghai, offering a fun and interactive experience. PepsiCo Group focuses on three national nostalgic brands—Double Happiness, Warrior, and Phoenix—creating cross-border national creative single products that resonate with the youth.

Cultural Collaborations and Sustainable Initiatives

The event also features collaborations with Chen Man and Phoenix on a transparent collaborative bicycle and with FengChenWangArtsProject, which adds unique and ultra-cool designs. Additionally, Pepsi partners with the “Mother’s Handicraft” project of the China Women’s Development Foundation to create a non-genetic single product, a Yao embroidery environmental protection bag, showcasing a commitment to sustainability and cultural preservation.

Shanghai Yue Hui Square continues to be a beacon of innovation and creativity, offering unique experiences that delight and surprise visitors throughout the year.

—

Paying Tribute to Fashion Classics with Karl Lagerfeld and Pepsi

Moreover, to pay tribute to fashion classics, there’s a collaboration with the personal brand of ‘fashion emperor’ Karl Lagerfeld. This partnership perfectly showcases the individualistic that the original power cannot be replicated. Young trendsetters, together with Pepsi, are invited to open bottle caps and embark on a cool ‘Colab’ journey at Shanghai Yuehui Plaza, witnessing the national creative power of ‘full passion’.

A Month-Long Cross-Industry Creative Showcase

This month-long ‘cross-industry creative showcase’ has allowed the people of the Magic City to feel that Shanghai Yue Hui Square will become a leisure consumption world full of entertainment spirit and creative vitality. The cool ‘Pepsi Cap Concept Store’ made a brief appearance, and then another trendy ‘light and shadow’ play flashed into Shanghai Yue Hui Square.

POPLIFE Limited-Time Pop-Up Store

In autumn, the POPLIFE limited-time pop-up store made a cool debut. Pop Life is a leading global trend culture and creative company, providing consumers with the best-selling Pop Life series, integrating lifestyle, artist collaborations, and creative work. Their products can be said to be the most distinctive existence. The dolls and figures created by Pop Life must meet three characteristics: first, ‘non-mainstream’, second, ‘non-mainstream’, and third, ‘non-mainstream’! That’s why they are cool, can show personality, and can feel the fun of parody. This trendy play pop-up show has excited the real trend fans in the Magic City. They all poured out, wearing various popular and cool outfits, gathering at Shanghai Yue Hui Square. They took photos with their idols and IP dolls, and left without hesitation, taking their beloved idols and dolls home.

Grotesque Appearances Reflecting Young Preferences

These trendy plays mostly have grotesque appearances, but they also reflect the preferences of the young people, allowing the world to feel that creativity actually does not need rules, does not need inherent thinking, it can be shocking, and it allows all possibilities. Many die-hard fans and professional players know that some of these limited edition dolls and figures have real collection value, which opens the eyes of most laymen.

Winter Custom Feast for Meat Eaters

In winter, a customized feast for meat eaters during the 40-day Pop Life trendy play pop-up show seems to have a strong taste. However, for meat eaters among foodies, the sudden arrival of the fourth flash store of the year can truly satisfy their appetite. Recently, a ‘Dongfa Road’ tea and ice hall has emerged in the Magic City, which has been known as the ‘queue legend’. It has created a miracle record of more than 1000 table numbers and the longest waiting time of 8 hours. ‘Dongfa Road’ has co-branded with the American luncheon meat industry’s originator SPAM brand products, and for the first time, it has launched three ‘meat pineapple buns’, filled with four layers of material, which will flow and burst! Plus a DIY ‘pocket mix noodles’, and an exclusive limited edition custom cool X drink, all exclusively sold, no other branches.

Shanghai Yue Hui Square Entering a New Era

From 2020 to IN new trend, let’s see Shanghai Yue Hui Square in 2020, it’s not just a new year, but a new era. In 2019, Shanghai Yue Hui Square created one surprise after another for the Magic City’s business circle. So, in the 20s, can it continue to bring forth the new and surprise people? As a ‘fun shopping and entertainment gathering place’ that integrates modern shopping and entertainment, Shanghai Yue Hui Square, with young and trendy groups as the main customers, relies on the advantage of the mall’s location in the central section of Shanghai’s most prosperous Nanjing East Road Pedestrian Street, closely follows the ‘trendy play’ theme of the mall positioning, and creates a leisure consumption holy land for the trendy crowd.

The Joy Market: A Historical Building’s Transformation

The Joy Market in Shanghai, originally a historical building with over 80 years of history, has undergone continuous organic innovation and bold transformation, allowing the old building to make a splendid turn and regain new vitality. This aligns perfectly with the trend of having a solid foundation and a creative narrative.