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 our last First in Shanghai article, we detailed what the First in Shanghai campaign is all about. Turns out we are sitting on a bit of a gold mine on times and dates for up coming debuts in Shanghai.

So, while we will say... keep an eye on our "First in Shanghai" column for the latest firsts and insider updates. In this piece, we'll do a quick round-up of things to keep on your radar. You might see us at some of these debut events, as we cover some of these firsts in more detail.

Coach Coffee Shop

Shanghai is now home to the China's first-ever Coach Coffee Shop, originally from the US, located at the New World Daimaru Department Store. With its playful, vintage décor, the café offers an imaginative space for customers to relax and indulge.

The menu features a variety of classic coffee beverages, signature desserts and Shanghai-exclusive flavors, with prices ranging from 20 yuan (US$2.78) to 78 yuan. Beyond the delicious offerings, this flagship store also carries a range of coffee-themed merchandise.

Venue: New World Daimaru Department Store | 新世界大丸百货

Address: 1/F, 228 Nanjing Rd E. | 南京东路228号1层

Journal Standard Foodies

Shanghai's first Journal Standard Foodies restaurant has officially opened. Established in 2014 under the renowned Japanese fashion brand Baycrew's, the restaurant's interior reflects the brand's signature clean and simple aesthetic, with bright natural wood tones complemented by subtle shikumen (stone-gated) elements. The menu features signature dishes like soufflé pancakes and classic American-style burgers.

Venue: Shui On Xintiandi Plaza | 新天地广场

Address: 2/F, i.t blue block, 333 Huaihai Rd M. | 淮海中路333号i.t blue block二层

Alexander Wang Concept Store

The new Alexander Wang concept store at The Bund Finance Center (BFC), originally form the US, draws inspiration from the brand's 2024 spring collection and the New York Soho flagship store, The Garage. The immersive, multi-sensory space invites visitors to experience its unique design, where textured walls resemble freshly-laid asphalt, and stacked tires are repurposed as hangers and display stands. The experience extends beyond the store, with art installations placed in the outdoor plaza, further enhancing the space.

Venue: The Bund Finance Center | BFC外滩金融中心

Address: 1/F, South Block, 600 Zhongshan Rd E2 | 中山东二路600号南区1层

Hoka Experience Center

Hoka, founded in France and later acquired by the American company Deckers Brands, has opened its largest global brand experience center in Shanghai's Xintiandi, spanning three floors and covering 1,600 square meters. The store presents a bold new image, breaking the boundaries of traditional retail spaces. It integrates cutting-edge athletic performance testing, a full range of products, immersive experience areas and dynamic community spaces.

Additionally, the center features the first-ever multi-dimensional sports testing services, offering basic, intermediate and advanced levels. Six types of performance tests are available to assess the condition of runners at different levels, helping to prevent injuries and enhance athletic abilities.

Venue: Xintiandi | 新天地

Address: Lane 222 Madang Rd | 马当路222弄

SEGA Store Shanghai

The world's first official SEGA flagship store, SEGA Store Shanghai – originally from Japan – is now open, featuring 12 classic IPs from SEGA along with a dedicated area for experiencing new games. During the store's soft opening, it has already sparked several shopping frenzies, with fans traveling from other cities to gather here.

For countless gaming enthusiasts, SEGA is a thrilling memory of youth and an irreplaceable emotional connection. Each classic IP and popular game brings endless surprises and excitement to its fans. Now, SEGA's decision to establish its first global flagship store in the vibrant and creative city of Shanghai is undoubtedly a milestone move.

Venue: Bailian ZX | 百联ZX创趣场

Address: L1, 340-372 Nanjing Rd E. | 南京东路340-372号L1

Urdu 'Wisher'

First in Shanghai! As part of Disney China's "Week of Wishes" campaign in collaboration with the charity foundation Make-A-Wish Shanghai, the Urdu wisher has made its debut on the Chinese mainland at Gate M, Xuhui Riverside. The installation invites visitors to experience the magic of dreams, hope and imagination – brought to life through this inspiring collaboration.

An exclusive wisher pop-up store is open, featuring a deep starry blue theme and launching six Shanghai-first designer toys. Visitors are invited to write down their wishes under the enchanting lights.

Urdu, a Hong Kong-based art toy brand, is a new-generation collective specializing in the design and production of art toys, sculptures and collectible pieces. It previously released a limited-edition Maneki Neko Stitch (only 200 pieces worldwide) for Disney's 100th anniversary.

Date: Through May 25

Venue: Gate M West Bund Dream Center | 西岸梦中心

Address: 2266 Longteng Ave | 龙腾大道2266号

Kayou Flagship Store

Kayou's first-ever city flagship store has officially opened on Nanjing Road E., bringing a variety of popular IP-themed zones to life!

Kayou is a leading player in China's trading card industry. It entered the field in 2018 after securing the rights to the Ultraman IP. Between 2022 and 2024, Kayou's IP portfolio grew from 30 to 70. By 2024, the company had 10 IPs, each generating over 100 million yuan in revenue.

Experience the magic of iconic characters like Nezha, My Little Pony, Harry Potter, Ultraman, Yeloli, Detective Conan and Hatsune Miku through interactive exhibits that have attracted crowds from all over – lines have even stretched from the 1st to the 2nd floor!

Additionally, the store features a badge-making area where visitors can create their own custom badges, unlocking exclusive materials and turning each visit into a one-of-a-kind experience.

Venue: Hongyi lnternational Plaza | 宏伊国际广场

Address: 1/F, 299 Nanjing Rd E. | 南京东路299号1楼