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 just doesn't slow down. From designer labels and gaming-inspired neighborhoods to lifestyle concepts for pets, the city is a magnet for fresh debuts. This round of openings has everything from TWOI's "cream-style" fashion lab and Korea's Musinsa standard landing on Huaihai Road, to Neo World's anime-infused street, and even a new pet lifestyle brand, BornTooth, bringing natural dining to furry friends.

Twoi Design Lab | Twoi上海奶油百货

On August 16, designer womenswear brand TWOI opened its first store in Shanghai – the TWOI Design Lab, its first location in East China, inside Crystal Plus Jing'an.

On opening day, select new arrivals dropped and attracted a crowd of devoted fans, with some traveling from other cities just to visit Shanghai's first store.

The debut was so packed that the store was forced to close early on the same day!

Now reopened, it operates under a time-slot reservation system. Customers must book via the mall's mini-program or app, but slots are still difficult to secure as they are snapped up almost instantly.

Founded in 2018, Twoi focuses on the lifestyles of young women aged 18–28. From clothing design to store interiors, the brand centers on its signature "cream style." With soft, translucent colors, unique fabric applications, and meticulous detailing, it has created a refreshing take on youth fashion.

Many celebrities have worn Twoi pieces. Its bow and flower-shaped hair clips, frequently seen on stars, have become cult items, with countless fans chasing the same styles.

While available online, popular products like the clips are often sold out. Priced originally between 38 and 88 yuan (US$5-12), resale prices on secondhand platforms have skyrocketed to 200-300 yuan per pair.

For its grand opening, the store offered purchase limits on its Cream Bear collections, including the Summer Resort series, Walking with My Puppy series, Classic Bear line, and Cream Bear Club. Accessories and lifestyle items such as porcelain sets, car mugs, pajama sets, mulberry silk scarves, and baby notebooks were among them, with a limit of three pieces per person and style.

Venue: Crystal Plus Jing'an | CP静安

Address:1/F,68 Yuyuan Rd ｜ 愚园路68号1楼

Neo World | 元界

China's first anime-themed street is now open.

In Shanghai, a 1.9-kilometer-long "Neo World" ACGN-inspired district officially opened in Xuhui – the country's first project where gaming IP integrates with city space on such a scale. The street passes through Guiqing Road, Tianlin Road, and Caobao Road. It not only hosts major gaming companies but is also the origin of popular titles like Arknights and AFK Journey. Even the building designs incorporate gaming elements, making it the "center of the gaming universe."

Over 20 game IP installations line the way, including Honkai: Star Rail, Azur Promilia, AFK Journey, and Arknights bus stops – immersing visitors in a journey that breaks the "fourth wall" of gaming.

The Arknights bus stop is also Shanghai's first "anime-themed station," complete with two decorated buses running the "Neo World Shuttle Loop." Along the 1.9km route, fans will encounter themed installations, special events, and weekend cosplayers.

The anime-filled boulevard, known as the "Akihabara of Shanghai," joins the Video Game Museum CADPA, Shanghai Radio Museum, and Werewolves of Miller's Hollow board game cafés.

The district's feature is China's largest professional gaming museum, the Video Game Museum, which has more than 18,000 products. Four areas of the 1,500-square-meter display area include the history of video games, console games, PC gaming, and China's gaming industry.

The Magnavox Odyssey, the 1977 Apple II, Nintendo's 35-year-old Game Boy, and many other retro consoles are available to try. Formerly futuristic, these items are now gaming icons.

Transportation: Exit 6, Guilin Park Station, Metro Line 12

The Ring Live, Shanghai | 鑫耀·光环Live

The Ring Live, a new landmark in Xuhui and part of the Neo World district, is quickly becoming a hotspot.

The mall features Pop Mart, Big Gallery, Guzi market (an anime merchandise market), a Mihoyo pop-up, The End of Ten Days limited store, A Portrait of Jianghu: Bu Liang Ren 10th anniversary immersive exhibition, AKB48 Team SH – it is a haven for anime and pop culture fans.

There are giant installations like Mihoyo's hits like Honkai: Star Rail and Zenless Zone Zero. Most striking of all is the 8-meter-tall mech named "Firefly" from S.H.Figuarts. At night, an outdoor ice screen lights up to recreate the game's battle effects.

Venue: The Ring Live, Shanghai | 鑫耀·光环Live

Address: 261 Caobao Rd ｜ 漕宝路261号

musinsa standard X Anta

Korean fashion giant MUSINSA has teamed up with Anta Group to officially enter China, with its first musinsa standard store set to open on Huaihai Road.

Located in the city's prime shopping district, the outlet will present a "Fashion Lab" concept with an industrial-style layout aimed at local youth.

MUSINSA and musinsa standard have opened accounts on Xiaohongshu, where musinsa standard confirmed plans to launch its China online flagship store in September 2025.

MUSINSA was founded in 2001 by Korean high school students, and launched musinsa standard in 2017, positioning itself as an affordable brand often dubbed the "Korean Uniqlo."

MUSINSA paid KRW 300 billion (US$216 million) for StyleShare and its platform 29CM in 2021, expanding into the women's fashion industry. MUSINSA is now Korea's largest fashion e-commerce marketplace, offering over 8,000 companies in basic, casual, streetwear, formal, and modern styles.

Musinsa Standard operates five stores in Seoul, including locations in Seongsu and at the entrance of Hongik University. Around 60 percent of its customers are Chinese, aged 10–29.

In January, Anta acquired a 1.7 percent stake in MUSINSA for KRW 50 billion. They formed a joint venture in China, with MUSINSA holding 60 percent and Anta 40 percent. MUSINSA leads branding and product strategy, while Anta provides supply chain, retail, and local operations support.

The collaboration highlights not just a continuation of "K-wave fashion," but also new possibilities for "Asian fashion synergy." Leveraging Anta's logistics, products designed in Seoul can now hit the shelves in Shanghai in as little as 12 hours. Localized fits cater to Chinese body types, boosting wearability.

For fashion lovers, musinsa standard offers both unique Korean designer exclusives and versatile basics that make it easy to nail the Asian streetwear vibe.

Address: Parkson Shopping Center

Opening: Expected to open within this year

BornTooth | 源齿宠物

On August 8, pet fresh-food brand BornTooth opened its fourth store – and its first in Shanghai – at Suhewan Mixc World.

Designed in a minimalist "ins style" with wood tones and indoor-outdoor flow, the space offers a natural, relaxing atmosphere. Different zones cater to pet dining, snacks, and grooming, covering the full range of pet lifestyle needs.

Its product lineup spans nearly 100 SKUs, including frozen fresh packs, shelf-stable steamed meals, and canned foods, alongside fresh-cooked snacks, hand-dried treats, and fruit and veggie options. All recipes are developed by the brand's in-house nutrition team and freshly prepared daily in-store.

Launched in Shenzhen in 2024, the brand quickly expanded to three self-owned stores. With online sales topping 10,000, BornTooth launched a city partner program in 2025 and has now expanded into Shanghai.

Venue: Shanghai Suhewan Mixc World | 苏河湾万象天地

Address:100 Fujian Rd N.｜ 福建北路100号