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.

For people living in Shanghai for more than five years, there is a collective understanding among residents regarding the rapid ascent of the city. But it's not just about growth and progress, yes, this is part of it. But there is also a staggering number of times that things make their debuts here in Shanghai. And this has been increasing in frequency.

Maybe it's a brand's first store opening in the city, a viral bubble tea shop drawing long queues, the debut exhibition of a popular IP, or a fashion label launching its very first runway show right here. Every day, it feels like Shanghai has something new and exciting to offer – and it's hard to keep up with it all.

In 2023, the Shanghai government established a campaign called First in Shanghai (首发上海). And when we talk about that, we can't ignore the driving force behind it all – the debut economy (首发经济). What is the debut economy? Put simply: It is an emerging economic model where creators, brands and products achieve rapid success and market impact through powerful first impressions and viral launches.

This is what this new column series is about. In this ongoing series we'll be exploring the city's evolving role as a global launchpad for new brands, products and experiences. Since 2023, under the banner of "首发上海" ("First in Shanghai"), the city has been positioning itself as a premier destination for high-profile debuts – be it flagship stores, limited-edition drops, product launches or international firsts. We'll be tracking the pulse of this phenomenon, spotlighting the people, places and moments that are redefining Shanghai's position in the world as a bellwether city. A journey, that those of us living here... are apart of.

In this debut article, we'll cover a lot of things to briefly catch everyone up, on all the latest debuts you might have seen, or missed.

So... What Is the "First in Shanghai" Campaign Anyway?

You've probably seen the banners around town. Maybe you've even attended one of the shiny launch events where they hand out champagne like it's tap water and everyone's pretending to be very interested in just how soft that new sneaker drop is. It's all part of Shanghai's latest brand flex: First in Shanghai.

Here's the gist: The city wants to be the place for brands – international, domestic, doesn't matter – to debut their latest and greatest. Think of it like Shanghai's version of a red carpet premiere, except instead of movie stars, you've got sneakers, skincare, tech gadgets, and the occasional electric car that looks like it was designed by someone who hates corners.

The whole thing's propped up by four big pillars:

• First Launch (首发): New product releases
• First Show (首秀): Brand's first runway or performance
• First Exhibition (首展): Debut exhibitions
• First Store (首店): Flagship or first-in-market locations

Shanghai, being Shanghai, took this debut economy concept and ran with it. Full sprint. The city's now practically bursting at the seams with "firsts," like it's got something to prove. Global brands love it because they get to plant their flag in the biggest, loudest city in China. Local brands love it because it makes them look world-class. The city loves it because, well, there's nothing Shanghai likes more than being first.

In 2024, they clocked in nearly 3,000 brand debut events. That's not a typo. That's three thousand. To put it in perspective, that's about three new first stores opening every single day. A revolving door of global flagships, concept stores, tech showcases – if you can put a price tag on it, it's debuting here. And about 17 percent of those? Big hitters. High-impact stuff. The kind of openings that make you think Shanghai might just pull off this "global launch capital" thing they keep talking about.

It's ambitious. Maybe excessive? Nay, not excessive, it's very, very Shanghai.

Not Just Product Drops: Shanghai's Firsts Are Trying to Be Experiences Now

Here's the thing: These "First in Shanghai" launches aren't just about slapping a ribbon on a new product and calling it a day. That's old news. Now it's all about the experience. You know, the kind of experience where you're not entirely sure if you're at a brand launch or an art exhibit, but someone's handing you a matcha latte and there's a guy livestreaming his reaction to a limited-edition sneaker drop.

Physical pop-ups? Check. Livestreaming with overly enthusiastic hosts screaming, "买它! (Buy it!)"? Of course. Collaboration drops that make you question if you've been shopping wrong your entire life? Absolutely. These brands aren't just hawking products anymore – they're creating "cultural moments." Which is a nice way of saying they're trying to make you feel something while you hand over your credit card.

And some of these debuts have made massive splashes.

Case in point: Louis Vuitton's global debut with Takashi Murakami (村上隆) in early 2025. If you missed it, that's a shame, because the whole thing was a spectacle. They set up shop on Julu Road in Jing'an, right in the middle of the kind of old-school Shanghai architecture that real estate agents like to call "heritage" and developers like to call "in the way."

It wasn't just a pop-up. It was an experience. Murakami's trippy pop-art everywhere. Immersive light installations that made you feel like you were walking through a fever dream. Coffee stands pouring oat milk lattes with LV logos stenciled into the foam. Micro-cinemas screening films that were either high art or high-budget commercials – it was hard to tell. The whole thing was engineered to make you forget you were there to buy stuff.

And it worked. For two weeks, Julu Road was basically clogged with influencers, curious locals and wide-eyed tourists who weren't entirely sure what they'd wandered into but stayed anyway. It was a debut launch stapled to a cultural event wrapped up in a mini art festival. Louis Vuitton didn't just open a store – they rebooted a street.

That's the blueprint now. The "First in Shanghai" playbook is evolving. It's not just about being first – it's about making sure you remember it.

When High Jewelry Meets High Traffic: Van Cleef & Arpels on Nanjing Road W.

Another notch in Shanghai's First in Shanghai belt: Van Cleef & Arpels' "Spring is Blooming" debut on Nanjing Road W. From March to May, the luxury jeweler teamed up with French artist Alexandre Benjamin Navet to turn the city's busiest commercial stretch into something out of a spring fever dream.

Navet's signature style – those vivid splashes of color and thick, cartoonish lines – whole portions of the street was reimagined: bright installations, playful arches and bold illustrations sprawling across storefronts and sidewalks. For a couple of months, Nanjing Road W. looked less like a place to buy things and more like a place to wander around and just look.

This was Van Cleef & Arpels we're talking about – a brand that doesn't do subtle. The installations were strategically dotted along the stretch, leading you, almost subliminally, from one pocket of springtime cheer to the next, right up to their flagship. Call it urban beautification with a side of brand worship.

Gen Z: Buying Feelings, One Pop-Up at a Time

If you've walked through Jing An Kerry Centre in March, you probably saw it. Or rather, you probably saw everyone else seeing it – queues of people, phones held high, posing next to a small army of Doraemons dressed up like they're auditioning for a multiverse spin-off. This was the mainland debut of the "100% Doraemon & Friends" touring exhibition, and it was basically a selfie factory masquerading as a cultural event.

Unlike your standard Doraemon exhibitions where you've got the same blue cat robot cloned and posed like he's stuck in Groundhog Day, this one went all out. Every single figure had its own look. Streetwear Doraemon. Punk Doraemon. Probably even K-Pop Doraemon, though I wouldn't swear to it. The point is, they weren't just statues; they were collectible avatars, each with its own hashtag-ready aesthetic.

And people ate it up. Jing An Kerry Centre was practically gridlocked with Gen Z shoppers who came not just to see, but to document. Photos, livestreams, check-ins – it wasn't enough to be there, you had to prove you were there. Call it self-rewarding, call it clout-chasing – either way, it worked. The whole event blew up on local feeds, turning a simple exhibition into a full-blown viral moment.

Jing'an District: Where First Really Means First

The thing about a true debut? It's got to be first, and it's got to be fresh. No repeats, no hand-me-down launches. In 2024, Jing'an District led the charge with 234 first stores. Six of those were global firsts, three were Asia firsts, and 33 were national debuts. That's not just impressive – it's a statement.

If you're wondering where all this is happening, look no further than Nanjing Road W. It's not just another shopping street; it's the gateway for global brands eyeing the Chinese market. This 1.8-square-kilometer stretch packs in over 2,000 domestic and international brands, making it the heartbeat of Shanghai's debut economy.

And the numbers back it up. In 2024, Jing'an's tax-free shopping sales hit nearly 700 million yuan (around US$97.22 million), keeping it firmly at the top. Leading the way is Zhangyuan, now home to Shanghai's first instant tax refund store and a centralized refund center. Since opening in November 2024, it's already processed 26 million yuan in bonded goods.

Zhangyuan also hosted the global debut of Celine's "Été Celine Summer Wander" event in April, marking the launch of its tax refund services for international brands – a first for the venue. Proof that in Jing'an, when they say "first," they mean it.

Xintiandi and Grand Gateway 66: Where Firsts Get Fancy

If Jing'an is the heavyweight champ of global firsts, Xintiandi is the cool younger sibling that's always one step ahead on style. The area's still a magnet for new and creative brands looking to make their mark. Recent highlights include Beast's first China workshop store, a lush blend of florals and lifestyle goods that's as much about browsing as it is about buying. Royal Club, a concept bakery that's rethinking what it means to eat bread stylishly (yes, really), and the global flagship of Amam Lonbakery Town, because apparently, your croissant needs its own kingdom. And then there's Photomi, a photo art retailer tapping into Shanghai's obsession with aesthetic home decor.

Meanwhile, over at Grand Gateway 66, the theme is all about high-end outdoor living. Mobi Garden chose the space for its first China flagship, bringing high-performance camping gear to the city crowd who probably wouldn't dream of pitching a tent outside of a music festival. New openings from Icebreaker and Kswiss by Xtep Group are also setting up shop, betting big that luxury outerwear and city life can coexist – preferably with the right accessories.

And then there's Delorsim. After cracking into the market with its first-ever store at Shanghai K11 Art Mall last November, the dessert brand has been on a sugar-fueled sprint across the city. New locations have already popped up at Shanghai Nanxiang InCity MEGA (上海南翔印象城), The MIXC (上海万象城), Global Harbor (上海环球港) and Longfor Hongqiao Paradise Walk (龙湖上海虹桥天街). It's a full-court press for dessert domination.