[First in Shanghai] New Names, New Flavors: Shanghai's Latest Arrivals

First in Shanghai is a series documenting the rise of Shanghai's "debut economy," a model built on being first, fast, and everywhere at once. What started as a policy initiative has morphed into a citywide phenomenon: part economic strategy, part cultural spectacle. In this series, we'll explore how brands – both local and global – are choosing Shanghai not just to launch products, but to create moments. It's retail as ritual, commerce as event, and we're here to unpack what it all means.

Here are some of the latest "first stores" launched in the city.

Wildflower | 野花

Los Angeles-based fashion accessories firm Wildflower has opened its first pop-up store in Shanghai, featuring its trademark phone cases.

A small handmade project making stylish phone cases quickly became a global brand. The family soon turned their hobby into a company.

Calling phone cases "wearable mini fashion accessories," Wildflower creates unique, limited-edition designs for self-expression. The Shanghai pop-up has a fairytale pink backdrop with sparkly accents and photo opportunities.

Choose a Wildflower case that complements your style.

Address: 1/F, Grand Gateway 66, 1 Hongqiao Rd

虹桥路1号 港汇恒隆广场北座L1中庭

yooooyu | 悠悠

Shanghai's first yooooyu gelato establishment offers a sweeter way to enjoy ice cream from Shenzhen.

The shop emphasizes gelato's silkiness and cacao's depth. Simple recipes let yooooyu highlight each ingredient's natural flavors. Distinctive flavors include refreshing green apple and fragrant matcha.

The name "yooooyu" comes from Yoyo, the owner's niece, who loves ice cream and laughing a lot. The name suggests slowing down and enjoying taste and happiness.

Happiness can be just like Yoyo's name – speak it, and let the corners of your mouth rise.

Address: 440-1 Shaanxi Rd N.

陕西北路440-1号

Butter Family&Friends | 黄油家族

Butter Family&Friends, a trendy South Korean company, opened its first store in Shanghai, bringing its pastel-colored world of charming characters and everyday goods to China.

Inside, you'll find creamy tones and oversized sculptures. In addition to shopping, the store's fun Korean flair makes it a great photo spot.

Butter Family&Friends is best known for its adorable characters, including Buttergoon, Milk Cat, and Scrabbit. Colorful and slightly whimsical, the brand sells fluffy toys, stationery, accessories, and gifts.

Drop by the new Shanghai store to bring joy home.

Address: 6/F, Jing'an Joy City, 166 Xizang Rd N.

西藏北路166号静安大悦城北座6楼

Sweetish Vanillity | 甜香草手工饼干

Sweetish Vanillity, a handmade cookie brand created by international dessert winners, launched its first China store at Shanghai IFC Mall.

Five Italian, French, and Maltese world champions developed the brand's vanilla cookies using pastry techniques and carefully selected ingredients.

More than 80 varieties, including seasonal flavors and exclusive creations, are available at the Shanghai location.

From Madagascar vanilla beans to fresh cream sourced directly from European farms, the brand focuses on clean recipes that bring out the natural flavors of its ingredients.

Elegant gift boxes make the cookies perfect for sharing, gifting, and special occasions.

Address: LG1, Shanghai IFC Mall, 8 Century Ave

世纪大道8号 上海IFC商场 LG1层