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's newest openings span everything from streetwear hype to immersive dining. Japan's 9090 lands with a pop-up in the city's style district, while Trip.com introduces an edible journey through China at The Bund. Conceive by Cotemp debuts its flagship for modern fashion lovers, Gozen Kamicha brings Kyoto matcha traditions via Kaohsiung, and RUXU stirs up Cantonese dessert culture with a Zen twist. Whether you're chasing limited drops, a sensory feast, or a sweet indulgence, the city's debut scene keeps raising the bar.

Ninety Ninety | 9090

Japanese streetwear brand 9090 opened its first pop-up store on the Chinese mainland on August 23 in downtown Jing'an District, marking its mainland debut.

The store is located on Changle Road near Fumin Road, an area recognized as Shanghai's streetwear hub, home to many well-known domestic and international labels.

9090 is a streetwear brand under Japan's Yutori Co, founded in 2018 and initially operated mainly on social media platforms. In 2023, it opened its first physical store in Harajuku, Tokyo, quickly gaining popularity with its blend of 1990s retro aesthetics and modern street style.

The brand soon expanded to Osaka and Nagoya, earning the reputation as a "next-generation streetwear star." In 2024, it opened its first overseas store in Malaysia.

Drawing inspiration from youth culture of the 1990s and 2000s, 9090 focuses on combining vintage fashion with street elements. Its core design concept, "Social POP," often features impactful yet playful graphics created from the designer's reflections on social issues. Its signature "face pattern" is a recognizable hallmark.

The name 9090 pays homage to 1990s street culture while infusing the design language of the 2020s. The brand has collaborated with Aape, umbro, Pokémon and many others.

Even before its official opening, the pop-up drew crowds lining up outside. Limited-edition items, pre-release collections and reissued bestsellers are all in high demand. Looking ahead, the brand may launch a permanent store in Shanghai and accelerate its overseas expansion.

Dates: From August 23, end date TBD

Opening hours: 11am-8pm (Monday-Thursday), 11am-9pm (Friday-Sunday)

Address: 718 Changle Rd (283 Fumin Rd)

长乐路718号(富民路283号)

Taste of China | 味

A one-of-a-kind immersive dining experience – Taste of China – opened at the historic Bund landmark, The City Hall Plaza, The Bund.

Created by Trip.com Group, this is the world's first Taste of China immersive restaurant.

Centered around the theme of "seven regional flavors of China," it is designed as a "landmark of taste" where guests can experience a culinary journey across the country. Its launch comes as cross-border tourism continues to grow rapidly, offering international travelers a new cultural experience.

The City Hall Plaza, The Bund, known as the "No. 1 enclosed-style architecture in the Far East," once hosted former Shanghai mayor Chen Yi from 1949 to 1954.

In March 2024, the nearly century-old shikumen (stone-gated) compound completed its major renovation, transforming into a community that blends modernity with history. Taste of China is the first restaurant to open in the renewed building.

At its core is a two-hour immersive food performance. Led by animation panda chef Cheng BaoBao, diners embark on a journey across seven regions of China, tasting seven signature dishes accompanied by panoramic visuals and live performances.

Each dish reflects the spirit of its region – from succulent Peking Duck representing the vast northern landscape, to Sour Soup Fish paired with Pu'er tea capturing the elegance of southern rivers; from a nourishing herbal hot pot with marbled beef, abalone and rare fungi in central China, to a Western-inspired chapter where Mapo Tofu is reimagined with wagyu beef cubes and lobster.

Adding to the fun, the restaurant offers a dress-up experience with costumes ranging from traditional ethnic clothes to qipao and classical outfits. Professional stylists help guests dress up – for example, in Miao minority clothing with elaborate hairpins – making the dining experience even more memorable.

The menu is styled as a food passport, with each dish recorded alongside the culture and travel inspiration it represents, turning the dining journey into a travel plan.

Address: B1, The City Hall Plaza, The Bund, 270 Henan Rd M.

河南中路270号外滩老市府地下一层

Conceive by Cotemp

Conceive by Cotemp opened its first offline flagship store in Jing'an District, right next to Onitsuka Tiger and Pane (featured in our previous issue).

This is Cotemp's first physical flagship store, presented in the format of a concept multi-brand store. Products are priced mainly between 1,000 and 2,000 yuan (US$140-280).

The store carries Cotemp's full collection, as well as curated cross-brand pieces.

Founded in 2020, Cotemp is a designer fashion label aimed at urban, professional women aged 25-40. Its philosophy is to share "inspiration with warmth," treating fashion as a medium of expression and showcasing unique materials and craftsmanship in each piece.

The storefront features large glass windows with understated signage – the logo appears only as a side sign and a carved wall detail, creating a minimalist yet sophisticated look.

The two-level space uses a "storefront + office" layout: retail on the ground floor, office on the second. The retail area is divided into two sections by wooden wardrobe-style fitting rooms.

The front showcases the latest seasonal apparel and accessories, while the back highlights its multi-brand concept with artisanal crafts and accessories sourced globally. The store also incorporates vintage-inspired and imported furniture, displays and décor, reflecting thoughtful design and quality.

Going forward, Conceive by Cotemp will host cross-industry collaborations and events.

Address: 18 Yongyuan Rd

永源路18号

Gozen Kamicha | 御前上茶

The popular Taiwan matcha brand Gozen Kamicha has finally landed in Shanghai, opening its first store at HKRI Taikoo Hui.

Founded in Kaohsiung and now known internationally, the brand insists on using premium matcha powder sourced directly from long-established Uji tea houses in Japan. Every drink and dessert is handmade to order.

Though compact in size, the shop creates a cozy Japanese-style matcha experience with its warm wood-toned interior. Signature offerings include ice cream, sundaes, matcha drinks, lattes, cheesecakes, cream cheese and more, generally priced around 30-40 yuan.

One highlight is the signature ice cream duo, featuring hojicha and matcha swirls. Unlike creamy gelato, the texture retains a refreshing ice-crystal crunch. Toppings are generous – matcha jelly, sweetened wheat, sweet red beans and handmade cocoanibs – giving each bite a full mix of flavors.

In addition to Shanghai, the brand also opened its first overseas location in Phoenix, Arizona, this June.

Address: LG2, HKRI Taikoo Hui, 789 Nanjing Rd W.

南京西路789号兴业太古汇LG2

RUXU | 入续鸳鸯糖水铺

A new wave is sweeping Shanghai: visiting RUXU, the hit Cantonese-style dessert shop from Guangzhou, has become the latest trend among young locals.

Founded in 2023, RUXU opened its first store in Shenzhen and has since topped local popularity charts with every new opening.

The brand specializes in handcrafted Cantonese sweet soups designed for seasonal nourishment, following its philosophy of "connecting with nature through taste and living in harmony with the seasons." Its design concept brings a bamboo courtyard into the store, creating a relaxed, natural vibe.

The Shanghai debut is located in Raffles City Changning. Inside, bamboo accents, flowing water and wooden furniture create a Zen retreat within a busy mall. Seating is fairly tight, making it best for a quick bite and photos.

The store draws long queues, reflecting its popularity.

Signature items include the jersey milk grand slam, featuring soft, flavorful toppings sourced from across China, and the fermented rice mochi phoenix milk (phoenix milk is a rich, custard-like egg and milk dessert popular in Cantonese cuisine), where chewy rice mochi is mixed with rich, sweet milk for the best taste. Seasonal specials are also introduced throughout the year.

Address: 1/F, East Wing, Raffles City Changning, 1139 Changning Rd

长宁路1139号长宁来福士东区1楼