[Hai Streets] Your Otaku Adventure Starts on Nanjing Road E.

Editor's Note

Hai Streets is our semi-regular column on Shanghai's great commercial arteries. From Nanjing East's blend of heritage storefronts and pop-culture malls to Huaihai's luxe lanes and Hongqiao's international cultural diversity hubs, we explore how Shanghai's commercial hubs drive billions in sales and shape the city's identity–where commerce, culture, and history collide in neon, nostalgia, and nonstop foot traffic.

With its high "ACG culture density," anime pop-ups, gachapon shops and themed malls have taken over Shanghai, especially in the Nanjing Road E. Business District, now known as Shanghai's own Akihabara.

This stretch has become the pilgrimage path for anime and toy fans, with department stores turned into cosplay havens and shopping complexes dedicated to figurines, card games, and IP displays.

Nanjing Road E. is your entry to Shanghai's vibrant otaku scene, from exclusive gear and cosplay aspirations to nostalgic figure searches.

Start Point: People's Square (D Mall & Huasheng Pavilion)

D Mall, a former underground street mall located under People's Square, has become an anime fandom hub. Known as "Bankruptcy Street," it has many "three-pit" (JK, Lolita, Hanfu) apparel boutiques and gashapon, doujin and gachapon retailers.

Start with Maoshou House (猫受屋) and Kyoko Gacha Shop (秋子谷子店) for rare figures, pins, and Japanese imports. Visit Balloon Warm Star (气球暖暖星) for adorable plushies and blind boxes, and Ganle House (甘乐屋) for trendy IP collectibles. Cap off with GUGO, a store featuring popular characters and low prices.

Huasheng Pavilion, an alleyway with cheap food and little stores, is ideal for resting and recharging between figure hunts.

Address: 221 People's Avenue 人民大道221号

1st Stop: New World City (FUN肆 Street District)

Since its 2023 launch, FUN肆 Street at New World City Mall has become one of Shanghai's largest anime and ACGN-themed retail spaces, spanning over 20,000 square meters across multiple levels.

In addition to China's first Capcom and Koei Tecmo flagship stores, the district has Sanrio Gift Gate, Doraemon pop-ups, and over 40 prominent IP brands. Holiday events like the Conan 30th Anniversary Exhibition draw large crowds.

FUN肆 is also a 2D lifestyle playground. Cosplayers interact in themed corridors, dancers perform spontaneous "otaku dances" and "makeup maids" and "wig stylists" help fans dress as their favorite characters. For immersive anime culture, this is the place to be.

Address: 2-68 Nanjing Road W. 南京西路2-68号

2nd Stop: First Department Store (Building C)

The First Department Store's C Tower, across from New World City, reimagines retail. Its multi-floor Qili Dimensional Street has indie retailers, cosplayers, and card competitions.

Every holiday, the mall becomes an anime market with colorful posters, rare merchandise, and cosplayers selling their works. Pokémon TCG tournaments and themed pop-up events create a grassroots energy.

The best part? As vendors frequently rotate, each visit yields discoveries. It's an ideal place for treasure hunters looking for niche or second-hand items.

Address: 830 Nanjing Road E. 南京东路830号

3rd Stop: Miniso LAND (U479)

The Miniso LAND Global No. 1 Flagship store redefines the concept of "shopping by IP." Spanning 2,000 square meters, this immersive retail experience brings together beloved franchises like Harry Potter, Chiikawa, Disney, Sanrio and more – all under one roof.

What makes Miniso LAND unique is its theme park-like layout. All sections – from cushy corners to scent bars and blind box zones – are narrative-driven. Fans get a rare chance to buy exclusive, limited-edition merchandise.

Miniso LAND on Nanjing Road E. has become a must-see for global IP collectors due to its innovative design, interactive displays, and brilliant product curation.

Address: 479 Nanjing Road E. 南京东路479号

4th Stop: Baimixiangxie Street

It is often considered the spiritual successor of the beloved old Wenmiao Anime Street, which was once Shanghai's primary otaku destination among people born in the 1980s and 1990s. When Wenmiao was redeveloped, many of its classic vendors – selling model kits, rare figures, vintage manga and games – relocated here.

More than 80 percent of the stores on this 15,000 square meter strip are owned by long-time anime merchants. Bandai kits, second-hand imported game cartridges and first-Gen Gashapon machines can be found here.

Although not flashy, Baimixiangxie's deep cultural roots and nostalgic atmosphere make it crucial for older fans or anybody seeking authenticity outside the shiny malls.

Address: 246 Guangxi Road N. 广西北路246号

5th Stop: Shanghai Foreign Language Bookstore (Fuzhou Road)

Manga fans can relax at Matsuzaka Book House on the fourth floor of the Fuzhou Road Foreign Language Bookstore. Rows of Japanese manga and anime magazines, including rare or out-of-print volumes, are available here.

You'll find everything from classic Shonen Jump titles like Slam Dunk and One Piece to niche hits like Bungou Stray Dogs or Jujutsu Kaisen. It's also a hub for local high school anime fans, who frequently line up for preorders or magazine pickups.

For bookworms and purists, this spot is your serious manga fix – no frills, just content.

Address: 390 Fuzhou Road 福州路390号

6th Stop: TOP TOY Global Flagship

The towering "Maneki Neko" (fortune cat) façade of TOP TOY's flagship proudly proclaims its mission: to make quality design toys affordable without artificial scarcity. The three-story store has over 80 IPs, including Sanrio, Disney and Chinese creations.

Their vision isn't just to sell – it's to reshape the industry by avoiding scalper culture, promoting fair pricing, and giving designers a platform to shine. Inside, you'll also find snack corners and pop-up cafés, turning your shopping spree into a lifestyle experience.

TOP TOY is where trend meets ethos, offering a more conscious way to love your favorite characters.

Address: 558 Nanjing Road E. 南京东路479号

7th Stop: Bailian ZX Creative Park

As Shanghai's first mall fully dedicated to ACG culture, Bailian ZX has become the flagship of next-Ggen fandom commerce. Themed floors feature brands like SEGA's first global flagship, the One Piece Straw Hat Store, and I.G & WIT's first worldwide concept shop.

You'll also find TAMASHII Nations, VR gaming and anime cafes like Happy Zoo, offering themed dining with exclusive merchandise. Bailian ZX boasts a 2D cultural sandbox, packed with IP collaborations, immersive events, and even VR Evangelion experiences.

Whether you're looking for premium collectibles, cosplay-friendly events, or just want to meet fellow otaku, Bailian ZX is Shanghai's most all-in anime destination.

Address: 340 Nanjing Road E. 南京东路340号

8th Stop: Yuehui Plaza (Chacha Valley)

The latest addition to Nanjing East Road's anime ecosystem, Yuehui Plaza's Chacha Valley opened in May Day holiday and is already popular among local youth. Chacha Valley, a boutique-style anime store in a rebuilt lifestyle mall, blends fandom with fashion, food and casual hangouts.

Instead of IP merch, expect a themed indoor street market with select art toy sellers, indie designers and limited-edition anime collaborations. Its "valley" concept gives otaku an urban refuge with stylized street lamps, pastel boutiques, and "window shop" displays for selfies and short videos.

Anime and lifestyle trends distinguish Chacha Valley. Seasonal anime-themed pop-up cafés like "Hanami Café" in spring and "Ghost Night Tea" in Halloween are featured, along with joint exhibits with niche IPs or new creators.

Address: 353 Nanjing Road E. 南京东路353号

9th Stop: Pop Mart Global Flagship

Right at the iconic Nanjing Road entrance, Pop Mart's global flagship adds a futuristic twist to the toy world. With a cyberpunk space theme, it showcases IPs like LABUBU, SKULLPANDA, DIMOO and MOLLY in bold installations and artfully designed rooms.

One of Shanghai's most Instagrammable stores, its tech-enhanced design and immersive narrative zones make it stand out. Shanghai-exclusive badges and MEGA collectibles can be found here. POP MART sets the standard for fashionable collectibles for designer art toy collectors.

Address: 288 Nanjing Road E. 南京东路288号宏伊国际广场1层

End Point: KAYOU Flagship Store

A recent and powerful addition to Nanjing Road E., KAYOU's flagship store integrates card games, anime IPs and creative consumer experiences. It blends famous franchises like Ultraman, Harry Potter, Nezha and My Little Pony into themed rooms with dazzling lighting and interactive displays.

You can make an IP badge, explore massive card walls, and meet cosplay influencers during pop-up weekends. Making 2D fandom tactile, shareable, and unforgettable is the store's goal.

KAYOU is becoming a favorite among card collectors and experience-seekers with exclusive Shanghai-themed merchandise and high-profile collabs.

Address: 288 Nanjing Road E. 南京东路288号宏伊国际广场1层