The Barcelona leg of the 2026 Shanghai Summer International Consumption Season global roadshow opened at Port Vell on May 8, marking the first overseas promotion of this year's campaign and the 25th anniversary of the friendship-city relationship between Shanghai and Barcelona.

The opening ceremony featured AgiBot X2, an intelligent ambassador for Shanghai Summer. Equipped with multilingual interaction and smart service functions, the robot introduced Shanghai's innovation ecosystem and smart-city development in an engaging and accessible way.

The event also premiered the official promotional video, This is Shanghai Summer, showcasing the city's commercial vitality, cultural character, and everyday urban life. Five Spanish representatives were appointed as Shanghai Summer global experience ambassadors; they will later visit Shanghai and share their experiences from a local perspective.

China Eastern Airlines unveiled its Shanghai Summer-themed flight, with the first service scheduled to depart from Barcelona to Shanghai on May 25. The cabin design features 12 consumption-themed scenarios spanning culture, sports, retail, tourism, and exhibitions. The themed service will also extend to routes connecting Shanghai with cities including Geneva, Cairo, Rome, Sydney, and Singapore.

Alongside the main launch, a day-long market and interactive experience zone allowed residents and international visitors to explore Shanghai's consumer landscape and urban culture firsthand. Global partners, including China Eastern Airlines, Bank of China, China UnionPay, Jin Jiang International, and Shanghai Pass, showcased services related to travel, finance, and cross-border support for visitors and businesses investing in Shanghai.

Manloulan, representing the "Shanghai Style" customized service initiative, presented traditional Chinese formal wear craftsmanship, while AgiBot drew crowds with interactive technology demonstrations throughout the day.

The event concluded with performances by Chinese and international musicians and artists. Barcelona-based jazz group Edu Cabello Quartet performed alongside Chinese new media artist Chen Xin, while Shanghai Restoration Project, a contemporary electronic music duo, collaborated with South African artist Tebza Majaivane in a cross-cultural performance blending electronic music, rap, dance, Yunnan folk elements, and rhythms inspired by South Africa's Amapiano scene.

Through cultural exchange, interactive experiences, and international partnerships, the Barcelona event offered overseas audiences an immersive introduction to Shanghai and invited global visitors to experience the city during this year's Shanghai Summer International Consumption Season.

Source: Shanghai Municipal Commission of Commerce