Around 114 "first shops" opened in Shanghai in the first half of the year, with some making their debut in Asia and even the world, highlighting the city's consumption vitality.
It's part of the first-store economy, in which brands set up flagship stores that are the first in the city or region.
Just this week, another famous brand opened its first Asian outlet in Shanghai. Famous ice cream brand International Dairy Queen opened its first restaurant selling hot food and treats in Asia.
Burgers and fried chicken offered by the ice-cream maker have garnered a lot of attention from consumers.
"I saw on social media that it's the first shop in China. So I decided to come and try," said a local resident.
"If it has gone viral on social media, I'm willing to spend some time and queue up to try," said another local.
The company has an ambitious plan of opening two more restaurants in Shanghai in the next two months, and 180 restaurants nationwide by 2034.
"China is actually our fastest growing market and has been for a number of years. And we have no intention of slowing down," said Troy Bader, president and CEO at International Dairy Queen.
"For those brands who are opening their first shop in Shanghai, they are trying to actually attract those high-potential customers often with spending power but also a high level of appreciation for the new culture and new trend," said Jason Yu, Managing Director of Kantar Greater China.
On Wednesday, the Shanghai Municipal Commission of Commerce announced that it will give financial subsidies to dining brands that choose Shanghai for their first outlet this year. It's the first time that such a subsidy is being offered.
Shanghai welcomes over 100 "first shops" as flagship stores debut in H1
