First in Shanghai is our column series 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'll 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.

In every era, some cities seem to walk just a step ahead of time, quietly setting the pace while others follow. Today, Shanghai holds that role, not through spectacle alone, but through the visible rhythm of innovation. The debut economy – defined by first stores, premieres, exhibitions, and flagships – has become a vital expression of this forward motion, where commerce meets culture and ideas meet the market.

Since launching our First in Shanghai series, we've followed this unfolding trend – not as a sequence of openings, but as a narrative of creative confidence and economic vitality. Over the past month, we've spotlighted new arrivals across industries, each pairing global ambition with local resonance.

Data from the Shanghai Overseas Investment Development Board reveals the scale of this momentum: between January and April, the city welcomed 301 "first stores," including 7 global or Asia-firsts and 41 national or mainland debuts. High-tier entries made up 16% – a strong signal of Shanghai's pull for pioneering ventures and flagship experiences.

Each debut is more than a launch – it's a statement. And in a city where firsts are thoughtfully embedded in daily life, we find not just commerce, but a quiet choreography of renewal.

Jing'an: A District Where Firsts Take Root

In the ever-evolving language of cities, Jing'an speaks with quiet confidence. Nestled in the heart of Shanghai, it has emerged not merely as a backdrop, but as a stage – where global debuts, cultural premieres, and sensory firsts unfold with intent. Here, the rhythm of renewal is not loud, but deliberate. It flows through every storefront, every curated launch, every street alive with possibility.

Luxury and Lifestyle Icons: Louis Vuitton and Starbucks

At the center of this cultural surge is The Louis – a visionary space by Louis Vuitton under the LVMH banner. With its cruise-ship-inspired architecture and immersive concept design, it made a grand entrance on Wujiang Road and officially opened to the public on June 28. Since then, crowds have surged, drawn by the convergence of design, heritage and contemporary cool. The result: shoulder-to-shoulder energy on the street and a halo effect for surrounding food and retail establishments.

Directly across from this anchor of elegance stands the Starbucks Reserve Roastery – an immersive flagship and sensory haven. It is not simply a café, but a curated experience of craft, aroma, and cultural narrative. Together, these two institutions – one of haute couture, the other of everyday ritual – form a dialogue between global refinement and local momentum.

Citywide Culture Boom: From Legoland to Wizarding Worlds

Zooming out from Jing'an, Shanghai's wider cultural economy continues to welcome global storytelling at scale. The recent opening of Legoland Resort has given families a new destination for shared imagination, while the announcement of a future Harry Potter-themed park adds to the city's growing role as a curator of immersive, globally resonant experiences. These are not merely attractions – they are invitations to wonder, strategically placed within a city that knows how to host the world.

FMCG & Fashion Firsts: A Rising Retail Chorus

Recent months have shown a clear tilt toward first stores in the fast-moving consumer goods (FMCG) and high-fashion sectors. International brands continue to recognize Shanghai not just as a market – but as a mirror of relevance. Highlights include the poetic space of Mi Shang Prada Rong Zhai, the minimalist elegance of Casa Loewe Shanghai, the expressive Gentle Monster x Bratz collaboration, and the ephemeral brilliance of Van Cleef & Arpels' pop-up experiences.

Each opening arrives like a carefully timed note in a retail symphony – one composed for a city that listens with discernment.

East Asian Influence: From Tokyo to Seoul to Shanghai

Japanese and Korean brands, long admired for their restraint, clarity, and aesthetic innovation, are increasingly seeing Shanghai as a natural home. In May, UNIQLO brought Japanese actress Ayase Haruka (綾瀬はるか) to its global flagship store to unveil three signature summer collections. It was more than a product launch – it was a moment of cultural affinity, signaling how East Asia's creative capital flows ever more seamlessly into Shanghai's commercial rhythm.

Pop Culture's Emotional Pull: Anime and ACGN Power

Among the sectors drawing the most fervent attention is ACGN – Animation, Comics, Games, and Novels. These events do not simply attract fans; they build worlds. Some, like the One Piece Mugiwara Store, offer permanent portals into imaginative realms. Others, like limited-run Doraemon exhibitions, flash briefly across the cityscape like cultural comets – bright, memorable, and deeply cherished.

Shanghai's embrace of these universes reveals more than trend-savviness – it shows emotional intelligence and a recognition of generational language.

Flavors of the Future: Gelato as Global Nostalgia

Culinary debuts, too, add their voice to this growing chorus. One standout is Giolitti Gelato, the beloved Italian brand famously enjoyed by Audrey Hepburn in Roman Holiday. Now in Shanghai, its arrival is more than a taste of Europe – it is a moment of shared nostalgia, where past and present meet on the tongue. Its success reminds us that in a debut economy, memory can be as powerful as novelty.

So, what's driving all this activity?

First, Shanghai's high degree of internationalization continues to attract global brands. Consumers here are quick to embrace new retail formats and experiences. The city also boasts strong overall spending power and high brand awareness, along with a population that values cultural expression and storytelling. All of this creates a solid foundation for international brands looking to enter the market in Shanghai.

Second, in today's new consumer era, people – especially Gen Z and Millennials – are increasingly seeking personalization and emotional connection in their purchases. Collectible figures and anime-themed merchandise offer exactly that: products that deliver emotional value, not just functionality.

And finally, Shanghai's infrastructure is more than capable of supporting large-scale attractions like Legoland, which require comprehensive tourism services – convenient transport, dining, accommodation, and more. The city's well-developed air, rail, road, and even cruise networks make it easy for visitors from across the country and around the world to visit, reinforcing Shanghai's role as a global debut stage.

The Hidden Weight of Firsts: When Novelty Wears Thin

Yet beneath the gleaming surface of Shanghai's "first store economy," a quieter set of challenges calls for consideration. For all its energy and allure, the debut economy is not immune to the weight of its own momentum. Not every first is built to last – and not every opening writes a lasting chapter.

According to recent findings from the Shanghai Academy of Social Sciences, fewer than 45% of first-time restaurants in the city remain open after three years. Many enjoy an initial surge – fueled by social media check-ins and curiosity – but struggle to convert attention into enduring loyalty. The phenomenon of "check-in culture" brings queues, but not necessarily customers. Applause arrives quickly, but often fades just as fast.

In some cases, the promise of innovation proves only skin-deep – more aesthetic than experiential, more marketing than meaning. The result is a thinning of public interest once the novelty wears off.

Even among international names, debut does not guarantee resonance. At Jing'an Kerry Center, Japanese fashion multi-brand boutique United Arrows opened its first directly operated store on the Chinese mainland to considerable anticipation. Yet feedback has been mixed. Shoppers pointed to limited styles and disproportionate pricing. "It feels like they opened just for the sake of opening," one visitor noted – a sentiment that reflects the subtle expectation Shanghai consumers hold: that firsts must not only arrive, but arrive with integrity, thoughtfulness, and respect for local relevance.

These stories are not failures; they are signals. Signals that a sustainable debut economy must be rooted not merely in arrival, but in adaptation, market fit, and a sustainable marketing engine. It is not enough to be first – one must also be fit.

In case you missed it, here are our latest reports:

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Coach Coffee, Alexander Wang, SEGA & More: This Week's Must-Visit Debuts

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