First in Shanghai is a column about Shanghai's "debut economy," which emphasizes being first, fast and everywhere. The policy project has become a citywide phenomenon combining economic planning and cultural spectacle. This series will examine how local and international companies are using Shanghai to launch goods and create experiences. Its retail is ritual, and commerce is an event, and we're here to explain what it all means. Here are some of the latest "first stores" to launch in the city.

The debut economy is a narrative co-authored by cities, businesses and consumers – a story of innovation and forward-thinking. In Shanghai, this concept is taking root through the formation of an ever-evolving industrial ecosystem.

To further attract high-profile product launches and establish "First in Shanghai" as a benchmark for international consumption – and as the preferred gateway for global brands entering the Chinese market – the launch ceremony of the 2025 National Premium Products Debut Season & First in Shanghai Event Series was held on March 16 at Zhangyuan in downtown Jing'an District. The growing appeal of Shanghai's consumer market was on full display.

Consumers are increasingly open to trying new things – driven by the appeal of innovative products, fresh experiences and high-quality service offered through debut events. But to convert short-term attention into long-term engagement, quality is key. And high-quality debut activities depend on a city's development, positioning, resource strengths and industrial foundation.

To support this, Shanghai has introduced its First in Shanghai 3.0 policy.

Let's take a closer look at how this initiative provides surprising levels of support to brands and enterprises – and what kinds of incentives are on offer.

1. Upgrading the scale and impact of new product launches

For exhibitors holding global product debuts at major domestic or international trade shows in Shanghai, support will be based on factors such as design innovation and patent ownership. Up to 30 percent of total actual spending on booth rental, design and construction, and promotional activities will be subsidized, with a cap of 500,000 yuan (US$69,561).

2. Pilot program for import debuts and inspection facilitation

For imported goods involved in first launches, first appearances, first exhibitions or first-store openings, Shanghai will adopt a variety of assessment procedures such as supplier quality assurance and differentiated inspection models to enhance customs clearance efficiency.

This expands beyond the previous single-category facilitation model to cover a full range of consumer goods, including apparel, toys, tableware and electronics.

So far, 20 brands from 14 multinational companies' China headquarters have applied for inclusion on the "new product debut white list," covering over 20,000 items debuting globally or regionally.

3. Fast-track clearance for debuting imported cosmetics

Shanghai will implement a fast-track clearance model for imported cosmetics participating in debuts, appearances or exhibitions (for non-sale purposes). These products will be exempt from submitting registration certificates (for special cosmetics), record-filing certificate (for general cosmetics), Chinese label inspections and laboratory testing.

4. Attracting the launch of high-profile flagship stores

To support leading domestic and international brands to open flagship stores in Shanghai, a one-time grant of 1 million yuan will be provided for stores at Asia-level or above.

If such first stores are opened during the "First in Shanghai" event series (held annually from March to May), the grant increases to 1.2 million yuan.

5. Supporting debut showcase, and exhibition events

For high-standard debut events, showcases and exhibitions, subsidies of up to 1 million yuan will be offered, covering 30 percent of actual expenditures on venue rental, booth construction and promotional activities.

If these events take place during the "First in Shanghai" series and have international influence and market leadership, the maximum subsidy increases to 1.2 million yuan.

6. Building a professional service ecosystem for the debut economy

Shanghai will support professional organizations in developing pioneering evaluation systems, international promotional campaigns, and industry forums. For qualified initiatives, up to 30 percent of actual investment may be subsidized, with a maximum of 1 million yuan.

7. Streamlined approval process for debut events

A single license or filing system will be adopted for debut events to simplify administrative procedures.

8. Facilitating customs clearance for debuting imported products

A specialized "corporate service package" will be introduced to assist with customs clearance of goods involved in debut launches, appearances, exhibitions or first-store openings.

This service package comprises a comprehensive set of measures and policies – including streamlined customs procedures, reduced regulatory requirements, priority handling and fast-track channels – designed to provide full support for foreign trade enterprises.

9. Encourage district-level support measures

Districts with the right conditions are encouraged to establish green channels for debut economy services and introduce fiscal support policies tailored to debut economy development.