Nanjing Rd E. launches summer campaign with popular IPs

The Nanjing Road Pedestrian Mall has launched a summer campaign that will continue through late August.

The program aims to boost local tourism and retail activity while providing a fun and engaging experience for families and young visitors. Free maps will be offered to guests, and the campaign will also include themed pop-up installations and character parades featuring popular cartoon intellectual properties (IPs).

A unique map is designed to help visitors navigate the street with ease, highlighting the top five must-do activities. It includes recommendations for the best places to eat, sightsee, shop, and take photos.

Visitors can obtain the map for free at various information centers, including the Nanjing Road Pedestrian Street Tourist Booth, Chen Yi Square Tourist Center, Bund Jinling Road E. Tourist Center, and Yuyuan Garden Tourist Center.

The street will feature two popular animated IPs: "Pleasant Goat and Big Big Wolf" and the Internet-famous capybara character "Kaka."

Giant inflatable decorations and themed pop-up zones provide an immersive environment. The 6-meter-tall Pleasant Goat at the entrance of New World Daimaru Department Store has become a popular landmark.

A large parade of characters, such as Pleasant Goat and Big Big Wolf was organized on the street for the first time. More such parades will take place during the campaign. It hopes to entice families and young people to take pictures and connect with their favorite cartoon characters.

Later this month, the creators of "Pleasant Goat and Big Big Wolf" will host a special meet-and-greet event to celebrate the series' 20th anniversary. Visitors who participate in New World Daimaru's in-store events will receive movie tickets.

In August, the easygoing and endearing "Kaka the Capybara" will lead its own themed parade. The character's soft and lazy appeal has attracted a large number of fans. Visitors are invited to join Kaka in "lying flat" and enjoy a slow-paced holiday.