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 latest launches feature global icons, playful collaborations, and sweet new indulgences. H&M opens its first House of H&M flagship in China on Huaihai Road, while Spanish label Bimba y Lola debuts in Réel Mall. A limited-edition leather line from Labubu and Moynat combines pop culture and luxury, and Haidilao's Super Dessert Station is open 24/7. Hush Puppies introduces its first themed flagship in China, elevating casual comfort to a lifestyle.

House of H&M

H&M opened its first House of H&M in China on September 9, marking the long-awaited return of its Huaihai Road flagship store.

The flagship, H&M's renovated Chinese concept store, is 5,990 square meters on five levels.

In-store signage says the first and second floors are womenswear, with the first floor also featuring the H&M Home section. Menswear is on the third floor and kidswear on the fourth.

Claw machines at the first-floor entrance add to the fun. H&M members can exchange any same-day receipt for two one-player game tokens through September 15. Only 600 prizes are available per day. If you return your purchase, you must return your prize!

The H&M HOME store on the first floor is the only one of its kind on the Chinese mainland, offering a new floral design experience along with Nordic-style products such as candles, rugs and fragrances. Prices are very affordable – a scented candle costs just 29 yuan (US$4).

The flagship features China's first H&M&CAFÉ.

The world's first open live-streaming studio showcases seasonal collections and styling tips in real time, along with the first public H&M&SPACE exhibition area featuring curated H&M Studio collections and rotating displays of classic and present highlights.

Shoppers can join a "one-day store manager" campaign. Any purchase made at House of H&M can avail of a photo opportunity at the B1 entrance.

H&M, founded in Sweden in 1947, became a global fast-fashion giant with its stylish designs and low prices. The brand opened its first Chinese store on Huaihai Road in 2007. Shoppers lined up outside, and the first-day sales exceeded 2 million yuan, starting H&M's golden age in China.

After a period of rapid nationwide expansion, the Huaihai Road store closed in 2022 when its lease expired, which disappointed many fans. After over two years of preparation, H&M is returning to China to continue its fashion story.

Address: 649 Huaihai Rd M.

淮海中路649号

Labubu X Moynat

Kasing Lung and French luxury house Moynat released a limited-edition leather collection to celebrate Labubu's 10th anniversary, featuring his iconic characters for the first time.

The collection will debut in Shanghai on October 11 and will be available at Moynat boutiques in other cities in the following months.

Spotted Lisa's bag? That's from the collection!

Blackpink's Lisa, a devoted Labubu fan, shared photos on Instagram with Kasing Lung himself, holding a recently released Mokoko. This Mokoko was a special "To Lisa" edition prepared by Lung, complete with a hand-drawn Labubu, as a thank-you for her strong support.

In addition, Michelle Yeoh and Tony Leung Chiu-wai have also shown their support for this collection.

The collaboration features Labubu, Zimomo and King Mon in Kasing Lung's whimsical style, appearing on handbags, small leather goods and bag charms.

Launch Date: October 11 in Shanghai

Bimba y Lola

On September 1, Spanish creative fashion label Bimba y Lola opened its first China flagship store in Shanghai.

Founded in 2005 by sisters Uxía and María Domínguez – members of the family behind Spanish fashion group Adolfo Domínguez – the brand takes its name from their two pet dogs, Bimba and Lola.

Known online for its playful quirky vibe, Bimba y Lola embodies Spanish optimism and zest for life. Its collections span apparel, handbags, footwear and jewelry, all defined by bold creativity, vibrant colors, eclectic materials and avant-garde aesthetics.

The new flagship is located in Réel Mall, alongside neighbors like Thom Browne and Alexander McQueen, underscoring its premium positioning.

This isn't the brand's first encounter with China – back in 2022, it ran a pop-up store in Shanghai.

Originally, Bimba y Lola struck a strategic partnership with Imaginex in late 2021 to enter China through both online and offline channels. But due to pandemic uncertainty, the brand put those plans on hold and prioritized the US market instead.

In 2024, Bimba y Lola achieved 234 million pounds (US$318) in total sales, with 44 percent from outside Spain, spanning 52 international markets. With its Shanghai flagship now open, the brand is refocusing on China.

Address: 3/F, Réel Mall, 1601 Nanjing Rd W.

南京西路1601号芮欧百货3楼

Haidilao Dessert | 海底捞甜品站

Following its milk tea stations, shaved ice stalls and barbecue ventures, Haidilao has launched its very first "Super Dessert Station" inside its POPC location in Shanghai – with delivery service already available.

The dessert station offers 30+ items, ranging from coffee, milk tea, lemon tea, and snow ice to gelato, bagels, sandwiches, cakes, and mousses. Prices start at just 7.5 yuan, with over 90 percent of items under 15 yuan, making it incredibly affordable.

Think: a 9.9-yuan Americano with a 14.9-yuan avocado chicken bagel for breakfast, or a refreshing 9.9-yuan gelato for afternoon tea.

Opening Hours: 10am-7am next day

Address: 5/F, POPC, 8 Minhong Rd

闵虹路8号中庚漫游城5楼

Hush Puppies ｜ 暇步士

On September 2, Hush Puppies, the iconic American casual lifestyle brand, opened its first themed flagship store in China at Hopson One Mall, Shanghai.

Centered on the concept of "Wherever you go, home follows," the store design integrates warm, homely touches to create a one-stop lifestyle destination for the whole family.

Founded in 1958 and globally recognized for its basset hound logo, Hush Puppies pioneered casual style with its "We Invented Casual" ethos. The brand embodies healthy living, a pursuit of a quality lifestyle, and easygoing fashion that has stood the test of time.

Address: L2, Hopson One Shanghai Wujiaochang, 1099 Xiangyin Rd

翔殷路1099号上海五角场合生汇广场L2