Pudong launches inaugural 'Guzi Carnival'

The Pudong New Area has kicked off its inaugural Guzi Carnival, a key event in the Shanghai Summer international consumption season, bringing together top global anime brands and creative talents for an immersive fan experience.

Guzi – a slang term inspired by the English word "goods" – refers to products tied to popular anime, gaming and entertainment IPs, reflecting deep fan connections while driving industry growth.

Running through August 10, the carnival's main hub is at the L+Mall in the Lujiazui area. Highlights include a car parade featuring fan favorites like Hatsune Miku and Asuka Shikinami Langley, and exclusive pop-ups such as Aniplex's "Fate/Strange Fake" exhibition.

The festivities also extend districtwide with satellite events at major shopping centers, including Sony's Columbia Pictures Exhibition at Super Brand Mall, Pop Mart's "Take it Slow" featuring the Zsiga IP at Century Link Mall, and a Disney China-backed summer park at Taikoo Li Qiantan with photo installations, pop-up carts, and outdoor movies running.