Shanghai's shopping hubs have blended retail with cultural experience this winter, attracting consumers with themed markets, live performances, and art exhibitions to boost spending.
At the start of 2026, many commercial districts in Shanghai enhanced consumer experience and stimulated spending enthusiasm through diverse celebratory activities, turning them into immersive seasonal destinations.
Even on weekdays, the East Market Bonfire Fair and Panlong Water Market at Panlong Tiandi still draw large crowds.
"Such a stylish and lovely place. I come here for a walk every day," said a resident.
"It's more modern and fresh. There are these integrated stores here that kind of break away from the traditional look and feel," said another.
Consumption incentives such as complimentary cultural and creative gifts upon reaching specified spending thresholds and discounts at designated stores have been introduced here. At the same time, the commercial district is committed to preserving and promoting intangible cultural heritage.
The district rolled out consumption incentives, including complimentary cultural gifts for shoppers meeting spending thresholds and discounts at designated stores. Last month, it drew 1.85 million visitors and generated 74 million yuan (about 10.6 million U.S. dollars) in sales.
"It's a great experience for the kid. Since he grew up in Germany, this is quite a novel experience for him," said a visitor.
"I've been selling sugar art at this water market for two and a half years now. Our business has been really good. For us, it's not just about running a business. We're also keeping a tradition alive," said the owner of a sugar painting stall.
Similarly, Xintiandi, a major commercial hub in central Shanghai, also launched new winter cultural tourism offerings to boost consumption. About 30 aurora light shows and over 40 roaming street performances are scheduled to be held here, lasting from day to night for nearly a month.
"We have worked with four different artists. They have different illustrations to tell people the story of Dongtai Road going back to 60 years ago. Every year, we organize four to six different markets, three of which are flower-themed," said Clarence Lee, senior commercial director of Shui On Xintiandi, a commercial property investor and manager.
"There are some cosmetic counters opened here, and they offer spa services. I think this is a really great gift option for the Spring Festival," said a visitor.
Xintiandi, meanwhile, has been staging its own celebration with a Winter Wonderlust Market and 15 live performances, offering visitors a rich multi-sensory experience.
"It's a good mixture between European architecture [and] Chinese one, and also I really like now to see it with the lights during the night. People from Shanghai are very nice and very relaxed during the day, but also during the night," said Davide, a visitor from Italy.
To stimulate retail and tourism consumption, the Shanghai Municipal Commission of Commerce said that it will allocate more than 90 million yuan (about 12.89 million U.S. dollars) in fiscal funds to 12 key districts during the New Year and Spring Festival, including Lujiazui, West Nanjing Road, Xujiahui and Wujiaochang.
The support will include vouchers, spend-and-save promotions, and prize-draw activities.
Shanghai blends shopping with cultural themes to boost winter spending
Shanghai blends shopping with cultural themes to boost winter spending
