[First in Shanghai] From Miffy Magic to Craft Beer Buzz, Shanghai's Newest Icons Arrive

First in Shanghai is our column 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 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.

Shanghai's newest arrivals blend beloved classics, bold debuts and cultural crossovers. Miffy celebrates her 70th anniversary with a whimsical café pop-up at BFC, while Wuhan's craft beer legend 18 Brewpub pours its first pints in the city. Copenhagen's Pas Normal Studios lands its China flagship with sleek cycling gear and community spirit, and JD Mall readies its massive Minhang debut with a tech-driven shopping experience.

Miffy Café

The limited-time Miffy Café 70th anniversary theme pop-up: Miffy's wonderful moments is making its nationwide debut in Shanghai, co-presented by BFC and the beloved Dutch national treasure, Miffy.

BFC has transformed into a whimsical Miffy wonderland, with adorable illustrations and installations scattered throughout the venue inside and out.

Outside the South Gate, a giant inflatable Miffy with an irresistibly cute look welcomes every visitor. At the entrance near the Bund side, a Miffy-themed escalator leads guests to a fairytale-like garden – a "secret shortcut" to the Miffy Café and an unmissable photo spot for fans of all ages.

Once inside the Miffy Café 70th anniversary pop-up, you'll feel as if you've stepped straight into one of Bruna's books. The sketches of restaurants and everyday life created by Dick Bruna spring vividly into reality – counters, windowsills, coffee tables, trinkets, curtains, cookware and tableware bring the illustrated world to life, turning the café into a 3D storybook where guests can share joyful moments with Miffy, her family and friends.

The event also features a special menu of Miffy-inspired food and drinks, multiple interactive zones and exclusive limited-edition merchandise – perfect for keepsakes and memories.

Date: Through January 4, 2026

Address: B2, South Block, Bund Financial Center, 600 Zhongshan Rd E2

中山东二路600号外滩金融中心南区商场B2

Little Mamoo (小麻木酒家)

In China's craft beer scene, mention Wuhan and almost everyone will immediately think of 18 Brewpub (拾捌精酿). Known as the "Pride of Wuhan," it has finally opened its very first Shanghai location – called Little Mamoo!

The store's name is fun too – "Mamoo 麻木" means "tricycle" in the Wuhan dialect, so Little Mamoo literally means "little tricycle."

Founded in 2013, 18 Brewpub is one of China's earliest craft beer brands, consistently ranked among the country's top players with more than 20 international awards to its name. Its signature East Lake IPA (跳东湖IPA – an American-style IPA named after Wuhan's famed "Jumping into East Lake" tradition) has achieved near-legendary status among beer lovers, proving that China can brew world-class IPAs.

Founder Wang Fan is a key driving force in China's craft beer movement, having organized hundreds of beer festivals and expos. Head brewer Jiang Qi is the first Chinese brewmaster to win gold at both the International Beer Cup in Japan and the European Beer Star competition.

The line-up is strong – varied brews, tasty food, great vibes – and yes, it's pet-friendly!

Not sure how to choose your beer? Easy: just follow the colors.

• Yellow: three to five styles, mostly the brewery's own traditional brews
• Green: around 10 hop-forward beers, including IPAs and West Coast styles
• Red: about 10 fruit-forward ciders and sours, plus honeyed meads

There are also alcohol-free options and cocktails on tap.

Around 10 beers are on the permanent menu, while the rest are small-batch (just 1-2 kegs each) that rotate frequently. Pair them with a variety of food options on offer.

Opening hours: 5:30pm-2am (next day)

Address: 392 Dagu Rd

大沽路392号

Pas Normal Studios

High-end Copenhagen cycling brand Pas Normal Studios has opened its first flagship store on the Chinese mainland – right here in Shanghai, at Now Space.

The shop embraces a minimalist design, using natural materials and clean lines to reflect the brand's dedication to detail, quality, and its core philosophy of elegance paired with performance.

Beyond product displays and fitting rooms, the store also includes an event and workshop space where customers can take part in cycling skills training, share experiences, and immerse themselves in the brand's unique cycling culture.

Pas Normal Studios established its China team in late 2024, and the Shanghai flagship aims to provide a full-scale brand experience – featuring the complete product line while emphasizing community engagement and cultural exchange around cycling.

Denmark is famously the "Kingdom of Bicycles," and Copenhagen the "City of Bicycles," where cycling is woven into everyday life, thanks to pleasant weather, flat terrain and extensive bike lanes and infrastructure. Pas Normal Studios was born from this environment in 2015, specializing in cycling apparel that merges technical performance with modern aesthetics.

The brand also runs the International Cycling Club, a global community where members join casual coffee rides, training sessions and professional races. As a result, its physical stores often serve as cultural hubs and community gathering points for local cycling enthusiasts.

Pas Normal Studios has also launched collaborations with Salomon, JJJJound, Oakley, Porter, adidas, Italian performance shoe brand Diemme, and more – delivering high-performance pieces for cyclists.

Today, the brand has eight flagship stores worldwide: Copenhagen, Palma (Spain), Seoul, San Francisco, Shanghai, Taipei, Singapore and Munich.

Address: No. 307, Now Space I, Lane 376, 60 Jiaozhou Rd

胶州路273弄60号上海现所1期307号

JD Mall (京东Mall)

The first JD Mall in Shanghai has landed in Minhang's Qibao area, with over 30,000 square meters of retail space. The official grand opening is scheduled for the first half of 2026.

To meet customer demand ahead of the official launch, a temporary preview store opened on September 5 and has already begun welcoming shoppers.

You've probably seen JD's offline malls in cities like Xi'an, Chongqing and Hefei. Step inside, and it's nothing like a traditional department store – instead of rows of shelves, you'll find an eSports zone, a café, a smart home experience area, and even a live baking station. Shoppers aren't just there to "buy, buy, buy"; they play, explore, and end up buying along the way.

This immersive retail experience has already been rolled out in 24 cities across China, including Hong Kong – and now, Shanghai has joined the list.

JD Mall, built by JD.com, is a self-operated shopping complex themed around "Trendy Tech Shopping." With more than 200,000 products, over 200 leading brands, and 30+ themed experience zones, it provides a one-stop solution for everything from electronics and home appliances to furniture, fitness and outdoor gear.

Every product in the trial store is tagged with electronic price labels, guaranteeing the same price, quality and service as JD's online platform. It's designed to serve as JD's city-level sales center, customer experience hub and membership service hub in Shanghai.

Professional planners and designers are available to provide tailored solutions, making shopping feel more like being at home.

To celebrate its opening, the trial store is rolling out promotions: surprise deals on electronics, home appliances, and furniture, stacked with up to 20 percent in national subsidies, up to 30 percent in local subsidies, plus extra discounts for trade-ins.

Opening Hours: 9:30am-9pm (weekdays); 9:30am-9:30pm (weekends)

Address: 1/F, 3011 Qixin Rd

七莘路3011号1楼