Huangpu district, renowned for landmarks like the Bund, Nanjing Road, and Yuyuan Garden, has harnessed its unique resources and people-centered approach to stimulate consumption. As the 14th Five-Year Plan (2021-25) draws to a close, the district has delivered impressive results in boosting its consumer economy across multiple sectors.

Youth-oriented consumption

Huangpu has nurtured a vibrant "youth economy" by helping businesses innovate and evolve, especially in ACGN (animation, comics, games, and novels), trendy toys, and creative exhibitions. Nanjing Road, Huaihai Road, and Yuyuan Garden have become hubs for young consumers, injecting fresh energy into these historic shopping areas.

Silver economy

To meet the diverse needs of mature adults, Huangpu has pioneered innovative approaches. Shanghai No 1 Department Store, for example, has launched the "No 1 Silver Bell Club", offering more than 60 services, including dining coupons, haircuts, stand-up comedy shows, and hobby classes. The move turns a traditional mall into a relaxed, social space tailored for senior visitors.

Festival and exhibition economy

By integrating shopping, tourism, culture, sports, and exhibitions, Huangpu continues to enhance consumer experiences. This year, the Shanghai International Flower Show selected Xintiandi as its main venue for the first time, attracting 4.31 million visits and driving a 16 percent year-on-year increase in local consumption.

Sports and esports economy

The district has also tapped into the fast-growing sports and esports industries. Events such as the Huangpu Half Marathon and a range of esports tournaments have flourished, supported by new venues like the VCT CN Arena and the Shanghai KPL Esports Center.

Performing arts economy

With 27 professional theaters and 101 registered new performance spaces, Huangpu has developed a thriving performance network that guarantees "a show every day of the year". The district also stages major international premieres, such as the Shanghai run of Spirited Away, which wrapped up this summer at Shanghai Culture Square, attracting over 78,000 visits to the performances. Half the audience came from outside the city, including more than 2,000 international visitors.

Debut economy

Since the start of the 14th Five-Year Plan, Huangpu has welcomed 919 new flagship, concept, and first stores. In 2025 alone, 69 high-profile brands opened their first outlets in the district, ranking Huangpu first in the city. These openings, together with launch events during campaigns such as First in Shanghai, the Shanghai Shopping Festival, and the Shanghai Summer International Consumption Season, have reinforced the district's status as a trendsetting hub.

Romance economy

Huangpu has also created a distinctive "romance economy" by blending marriage services with cultural tourism. Following the nationwide rollout of cross-regional marriage registration, the district introduced group certificate ceremonies and creative events such as a drone light show along the Huangpu River, where 180 drones lit up the night sky with messages of love. The initiative has turned romance into a unique cultural brand for the district.

Inbound consumption

In the first half of 2025, local hotels recorded more than 940,000 international guest stays, up 56 percent year-on-year. To enhance services, the district has expanded multilingual signage, broadened payment options, and streamlined tax refund procedures. Huangpu was the first district in Shanghai to roll out "citywide tax refund" services, introduce China's first self-service tax refund machine at the New World Daimaru Department Store, and complete the city's first transaction through Alipay International. In the same period, over 30,000 refund application forms were processed, nearly triple the previous year, with corresponding sales exceeding 500 million yuan (about $69.9 million), a 126 percent increase.

Sources: official WeChat accounts of the General Office of the Shanghai Municipal People's Government at "shanghaifabu", the publicity department of the CPC Huangpu district committee at "shhuangpu", Shanghai Observer