The Shanghai Pavilion is a highlight of the ninth China International Import Expo, which opens on Nov 5. Under the theme of Shanghai Style, the pavilion presents local brands, international flavors, and innovative consumer experiences across eight themed sections.

This year's pavilion blends Shanghai's Art Deco heritage with contemporary urban culture. Its eight sections cover fashion and jewelry, international food, beauty and fragrances, ticket-linked consumption, AI-enabled consumption, Shanghai Gifts, the nighttime economy, and intangible cultural heritage crafts.

Fashion, food, and beauty

The pavilion features a mix of established brands and emerging names across several consumer categories.

In the fashion and jewelry section, Lao Feng Xiang presents custom-made fine jewelry crafted with traditional gold and silver filigree techniques, alongside innovative smart jewelry. Baromon showcases tailored suits, Manloulan offers qipao, and Vivienne Tam features custom-designed gowns. The South Bund Custom Tailoring Center and the Greenland Bund Global Customization Center also showcase Shanghai's renowned custom tailoring and design services.

In the food section, "Global Taste in Shanghai" offers specialties from the Americas, Europe, and Asia, complemented by local favorites from Shao Wan Sheng and Qiao Jiashan Restaurant. The section also features coffee from Shanghai Brand Coffee and afternoon tea from Choc Revive.

In the beauty and fragrance section, Oriental Beauty Valley and Beauty Nova Tech Hub are featured alongside several emerging brands. Highlights include a Shanghai-exclusive edition of Chando's "Little Purple Bottle" skincare range and an at-home skincare program from Biolab.

Connecting shopping with city experiences

The pavilion also highlights initiatives connecting shopping with cultural events, sports, and tourism throughout the city.

These include the Shanghai Pass and citywide benefits linked to CIIE ticket stubs. In addition, the Shanghai Museum's exhibition On Top of the World Tree: Ancient Civilizations of the Americas is promoted through tie-ins with commercial areas. Visitors can also find Shanghai Marathon-related products and learn about cultural performances around the city.

The pavilion features more than 15 exhibits selected from the Inaugural Shanghai AI + Consumption Innovation Competition (2026), a key themed event of the West Bund Tech Consumer Carnival and Global AI Tech Players Summit (WTCC 2026).

Hands-on activities and traditional crafts

Visitors can also engage in several interactive and creative activities at the pavilion.

A recreated tailoring workshop gives visitors a chance to experience the measuring and fitting process with a Baromon tailor. One Step offers personalized latte art sessions, while Senslux hosts on-site fragrance-making sessions. The Lipstick Lab lets visitors make their own lipstick.

Chill G, a shared vinyl record library that also serves as a music and arts space, invites visitors to explore a collection of music from Shanghai and around the world. An AI-powered installation themed around Shanghai nightlife engages visitors and helps them discover their nighttime personas.

The pavilion features a section dedicated to intangible cultural heritage crafts, hosting daily workshops, including sessions on making traditional Chinese decorative buttons with Longfeng Qipao and on crafting scented sachets with Tong Han Chun Tang, a century-old traditional Chinese medicine brand. Visitors can also try making Chinese-style jewelry using traditional gold and jade inlay techniques, with guidance from Zheng Lianbo, a representative inheritor of the craft.

Shanghai Gifts

The Shanghai Gifts section offers a selection of cultural and creative products for visitors to explore and enjoy.

Pop culture fans can pick up a co-branded gift set featuring the mobile game Arknights and White Rabbit candy. The exhibition also showcases merchandise from HoYoverse's game Zenless Zone Zero, alongside collectible figures from Shanghai Film Infinity, inspired by the classic animated film Havoc in Heaven.

Other offerings include prints by writer Jin Yucheng, as well as products from cashmere brand Sandriver and silk brand Thesilkinc.

Sources: Shanghai Municipal Commission of Commerce, Shanghai Observer