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 keeps raising the bar with fresh debuts across fashion, lifestyle, and culture. Recently, the hit musical The Choir of Man made its China debut, transforming the theater into a lively community pub filled with beer, music and heartfelt stories. With plenty of audience interaction and a feel-good atmosphere, it's the kind of show that leaves you buzzing with energy. On the retail front, Shanghai welcomed a wave of firsts – from Greek label Keada's pearl-inspired womenswear and Korea's apM CUBE megastore, to London children's brand Wynken and Tian Jiao Works' immersive anime concept space.

Keada

The first China store of Keada, a fashion brand born in Greece, opened on September 7 at Grand Gateway 66 in Shanghai.

This is not only Keada's first store in Shanghai but also marks the brand's important entry point into the national market.

KEADA takes "pearls and dreams" as its core design concept, focusing on a "pearl-inspired style." Using pearls as the design language, the brand incorporates pearlized satin, shell relief, pearl tassels, and other craftsmanship techniques, blending inspiration with modern design to redefine women's fashion – creating looks that are both distinctive and wearable.

Through innovative use of lace, bows, pearls, and other classic elements, along with bold cuts and silhouettes, KEADA shapes a romantic style that is soft yet subtly sensual.

Venue: Grand Gateway 66 | 上海港汇恒隆广场

Address: 3/F, 1 Hongqiao Rd｜ 虹桥路1号3楼

apM CUBE

apM CUBE, under South Korea's fashion giant apM Group, opened its very first China store at Xintiandi Style II.

Expect affordable, trendy women's wear, necklaces and jewelry from independent designers, stylish lifestyle goods such as toys, home fragrances, and furniture. With over 10 fashion and design brands, ranging from niche Chinese concept stores to Korean artist collaborations – and it's pet-friendly, too – this 5,000-square-meter Korean shopping hub is well worth a long stroll!

Right at the entrance, you'll spot the 'Ihere' branding and multi-style concept stores – even the FamilyMart convenience store is part of the mix. Ihere, headquartered in Singapore, focuses on global fashion and lifestyle consumption and carries more than 300 trendy brands from South Korea, Japan, the United States and more.

Half of apM CUBE's entire space is dedicated to Korean-style women's fashion, with KWL clothing stores taking up nearly half a floor.

You'll also find niche multi-brand stores with plenty of Junji Ito-inspired illustrations as decor.

At the center of the venue, the striking red staircase has become a must-shoot spot – complete with a giant white bear that makes photos even more fun.

With high-aesthetic design and interactive installations, apM CUBE directly targets Gen Z, creating a shop-play-snap-share full-circle experience.

Following a "culture + commerce" dual model, it introduces exclusive licensed exhibitions of top Korean groups such as G-Dragon, Bigbang, and Blackpink, building a fan culture hub. The store also develops limited-edition collaborations, star-themed collectibles, and exclusive blind boxes.

Venue: Xintiandi Style II | 新天地时尚二期

Address: B2, 245 Madang Rd | 马当路245号B2层

Wynken

London-based children's wear brand Wynken opened its first China store at Crystal Plaza on September 9.

Wynken's style is modern, minimal, yet full of imagination. With the philosophy "grow naturally, explore freely," the brand is committed to using sustainable fabrics to create fun and creative everyday wear for children aged 0-12.

Wynken believes every child is a unique little universe – and their clothes should be a vessel for freedom, comfort, safety, and imagination.

Its Fall/Winter collection "The Royal Albert" is inspired by London theater nights – playful, stylish, and highly wearable.

The store also offers fun in-store experiences: A giant capsule toy machine to test your luck, and quirky funhouse mirrors where kids can take cute, silly photos.

Venue: Crystal Plaza | 晶耀前滩

Address: 2/F, East Zone, 3085 Yaoti Rd ｜ 耀体路3085号东区2楼

Tian Jiao Works | 天角制造

Tianwen Kadokawa Animation & Comics launched its very first self-operated store, "Tian Jiao Works 天角制造" at Bailian ZX on September 13.

The store carries products from over 100 IPs, features a dedicated exhibition area for rotating IP-themed showcases, and offers exclusive items such as signed books by authors, creating an immersive anime and manga space.

Special items include the 10th Anniversary Simplified Chinese Edition bonus cards (limited-edition collectible cards provided by the publisher or retailer for promotion, often featuring character artwork, story elements, or creator autographs) (Set C, 2 versions) for Yuru Camp 摇曳露营.

Self-operated exclusives cover IPs like Bungo Stray Dogs 文豪野犬, and national first releases include: the Hatsune Miku 初音未来 International Chess series crossbody tote, and the spin-off manga Arknights, among eight new products.

Tianwen Kadokawa is a publishing company jointly established by partners in Guangzhou and Japan in 2010. Known for its strong lineup of popular IPs and best-selling titles, the brand has built a loyal fan base across China.

Its first directly operated store has now opened in Shanghai, bringing fans closer to their favorite works and characters.

The company specializes in ACGN (anime, comics, games, novels) content development and integrated operations. Its portfolio includes IPs such as Cutest Azukisan 暹罗猫小豆泥, Mysterious Bread Boy 神秘面包小子, CoiCoilis 克克莉丝, MoonBera 美月兔, and Shiba by Kuraya 仓屋柴犬.

Venue: Bailian ZX | 百联ZX创趣场

Address: 4/F, 340 Nanjing Rd E. | 南京东路340号4楼