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 retail scene isn't slowing down anytime soon – from plush toy paradises and coastal-cool fashion to immersive pixel worlds and sizzling stone pot bibimbap.

This latest wave of first stores introduces everything from McHugs' cozy British charm and Chenyijiang's surf-inspired style to Furla Casa's soft-edged Italian elegance and Paraverse's nostalgia-fueled playground for all ages. Whether you're after cuddly comfort, designer sofas, or a hot bowl of Korean comfort food, there's something new (and photo-worthy) around every corner.

McHugs

The first McHugs select store in Shanghai opened on July 1 at Taikoo Li Qiantan.

On August 1, McHugs' first national flagship store, in collaboration with the "Glacier Penguin" pop-up restaurant, also opened at the Crystal Plus Jing'an Shopping Center in Shanghai.

As the first large-scale flagship store in China, it features a 160-square-meter "healing space," bringing together the full series of popular plush toys, exclusive new products, and merchandise ranging from classic designs to seasonal editions.

"Mc" is derived from a Scottish surname, and "Hugs" symbolizes a warm embrace.

McHugs is a high-end toy and gift brand from the United Kingdom, founded by a British mother. The name reflects its philosophy of warmth and affection, with the core mission to "bring joy and healing" to people.

Their plush toys are made with high-quality, baby-safe materials – soft, delicate and shedding-resistant, with meticulous craftsmanship.

Some toys can be microwaved, filled with premium plush, Canadian flax seeds, and Provence lavender. When heated, they emit a calming scent, helping to relax and improve sleep quality, conveying warmth and healing energy.

Venue: Taikoo Li Qiantan | 前滩太古里

Address: No. 1-9, S-L2, Dong Yu Rd | 东育路500弄1-9号石区L2

Chenyijiang

Inspired by surfing, fashion brand Chenyijiang's first flagship store in China has officially opened in Shanghai, located on Jianguo Road.

Founded in 2023 by designer and surfing enthusiast CJ, Chenyijiang integrates the free-spirited essence of surfing with urban life aesthetics. The brand draws from coastal vibes to offer a range of versatile, sporty, and vacation-inspired outfits for urban dwellers.

The store features minimalist, natural design elements, reflecting the brand's coastal inspiration. Inside, the clever use of light and materials creates an atmosphere that brings the sound of the ocean into the city.

Opening Hours: 11am-8pm

Address: 329, Jianguo Rd W. | 建国西路329号

Furla Casa | 芙拉家居

Italy's luxury lifestyle brand Furla Casa recently launched its first global flagship store in Shanghai at the North Bund's Guohua Financial Center.

Furla was founded in 1927 as a leather goods brand and gradually expanded into bags, shoes, accessories, and more. Through licensed collaborations, the brand also covers eyewear, watches, jewelry, fragrance, and textiles. Now, with Furla Casa, it has ventured into home decor.

The flagship store's design is centered around the iconic arch element of the Furla brand, inspired by the arcade architecture of Bologna, Italy, blending a century-old heritage with forward-thinking lifestyle concepts.

The product lineup includes iconic series such as Breath, Genesi, and Opportunity, as well as new innovative designs like the Marshmallow sofa, which will be showcased at the 2025 Milan Furniture Fair.

The home products draw inspiration from nature, architectural forms, and Furla's classic elements, offering both artistic beauty and practical comfort.

Venue: Guohua Financial Center, North Bund | 上海北外滩国华金融中心

Address: No. 200, Xinjian Rd | 新建路200号

S·Deer | 圣迪奥

China's pioneering fashion brand S·Deer has opened two new stores in Shanghai.

The brand's first "Original Future" concept space has opened at Inpoint in Shanghai, while its "Grey Label" flagship store, representing high-end aesthetics, has launched at HKRI Taikoo Hui. Both locations aim to redefine the interaction between fashion and lifestyle, with a unique blend of "technology × art" expressions.

S·Deer, known for its original designs, creates self-confident, intelligent, and elegant outfits for women, advocating a minimalist black, white, and grey aesthetic. The color scheme is not just a set of hues but also a reflection of a lifestyle attitude.

The brand combines natural influences, classic art, culture, and avant-garde trends to offer a wide range of thematic collections.

Venue: Inpoint | 四季坊

Address: 1/F, 169, Wujiang Rd | 吴江路169号一层

Venue: HKRI Taikoo Hui | 兴业太古汇

Address: 3/F, 288, Shimen No. 1 Rd | 石门一路288号3楼

Paraverse | 星零界·越界创新

This is the most anticipated commercial landmark of the summer: the Lego theme street at Aegean Bingo, officially opened on July 5.

On the same day, "Paraverse," a national first immersive pixelated social space, opened its doors.

The concept of "pixels" – small, colored blocks that form larger images – evokes a sense of nostalgia and simplicity for those who grew up with retro gaming. The abstract nature of pixels brings a comforting and familiar feeling.

Paraverse blends commercial operations, social interaction, and gaming forms, challenging traditional commercial logic. It creates a relaxed, immersive social space, reimagining the concept of "shopping as entertainment" and offering a novel commercial experience.

The indoor and outdoor space spans nearly 7,000 square meters, with themes such as "Shanghai Alley," "Rainforest Temple Tribe," "Treasure Hunt Maze," and social experiences for all ages. Visitors can explore local memories through replicas of the traditional shikumen and lane games.

There's also China's first "Excavator Café," inspired by the viral hit in Dubai. Guests can sip coffee while operating remote-controlled excavators to complete treasure-digging missions in a sandbox setting. The gameplay is flexible – go solo or team up with friends to enjoy the thrill of "construction work" in a playful, hands-on way.

During the day, the space serves as a social hub, transforming at night into a vibrant, light-filled entertainment area, complementing the nearby Lego Land.

The venue hosts events like live music performances, camping, trendy toys, and regular themed activities for families.

Venue: Aegean Bingo | 爱琴海·缤纷里

Address: 268, Lefen Rd, Fengjing Town | 枫泾镇乐纷路268号

NamPo l 南浦拌饭

Nanpu bibimbap, the first store in Shanghai, opened on July 14 at Shanghai World Expo Park.

This treasure of a Korean restaurant offers Fujian heritage-style bibimbap, with a special signature sauce served hot in stone bowls.

The founder, with 13 years of experience in big-name brands, has led the restaurant to be the top-selling Korean food spot in Xiamen and Quanzhou. The brand blends Korean ethnic food culture with Chinese culinary traditions, offering a fresh take on the classic stone bowl bibimbap.

They use premium rice from Northeast China, known for its plump, translucent grains that are cooked to perfection. Other highlights include soft, chewy squid served with a special golden spicy sauce, and a delicious Angus beef with pickled cabbage, which adds balance and a lingering flavor.

Venue: Shanghai World Expo Park | 上海世博园

Address: No. 14, B Level, Zone 2, Shibo Avenue, World Expo Park | 世博大道世博源2区b层14号