Summer shoppers send Nanjing Road sales soaring

The Shanghai Summer shopping season drew throngs to prominent Nanjing Road E., which reported double-digit sales growth.

The historic commercial street saw strong sales due to pop culture festivals and extended night hours. Malls and traditional brands rolled out new attractions to attract young shoppers and foreigners.

Fans attended the third ACG Carnival at New World shopping center to celebrate Ultraman's 60th anniversary and Digimon's debut East China exhibit. Games and internet incentives attracted younger shoppers to the mall.

The "Minions Banana Festival" took over Century Plaza with parades, games and marketing tie-ins in August.

Taikang Foods, Shao Wan Sheng and dairy company Yili opened a Zootopia-themed pop-up store with limited-edition goods. The initiative boosted engagement with Generation Z.

Night spending surged as more than 10 time-honored brands extended operations until midnight. They plan to extend their operations until October and set up streetside tables for outdoor dining. Stores such as Daoxiangcun and Xinghualou reported strong late-night sales.

Elsewhere, malls such as Bailian ZX and Hongyi Plaza leaned on global toy brands. Pop Mart's flagship store and trading card retailer Kayou drew international tourists seeking collectibles.

Officials said the strategy is transforming Nanjing Road into a "cultural IP consumption hub."

The G-POWER e-sports festival doubled in size this year, attracting 1.6 million visitors in 16 days. MAGIC3 basketball games, concerts, and beer festivals kept crowds in the area longer, creating what officials described as a "full-day consumption loop."

Stores showcasing global brands and cultural icons attracted many visitors, including foreigners.

At Miniso's global flagship store, sales of international products remain strong. "Our best-selling IP items are Disney and Harry Potter," said regional manager Yang Yulin. "We offer English service, and overseas visitors often choose Disney products."

Toy retailer TopToy reported similar trends. "About 20 to 30 percent of our shoppers are from overseas," said store manager Sun Qiang. "We see high demand for characters like Stitch from Disney."

Officials say services are improving for foreign tourists as well. Wu Tinghua, Party secretary of Bund Central, noted that its tax refund desk makes it easier for visitors to get cash rebates.

"You can shop anywhere in Shanghai and complete the refund here," Wu said. "This encourages foreign tourists to buy more during their stay."