Shanghai is stepping up efforts to boost its high-end retail sector with the launch of a consumption event titled "Branding Spring".

The event was launched at a press conference on April 11 at Zhangyuan, a cultural and commercial complex repurposed from the city's largest and best-preserved shikumen (Shanghai-style lane houses featuring a stone gate) compound in downtown Jing'an district.

The event aims to expand the luxury market in Shanghai and encourage the consumption of high-end products among both local residents and international travelers by creating a consumption-friendly environment.

To attract and cater to international tourists, various initiatives have been introduced. UnionPay will provide discounts for inbound tourists making purchases at popular tourist sites with UnionPay cards issued overseas or through any of over 200 types of e-wallets and UnionPay QuickPass. Additionally, international versions of Alipay and its e-wallet will offer certain deductions for near field communication payments.

China Eastern Airlines has also joined the initiative by offering free baggage allowances, access to airport lounges, and other travel perks for high-spending international travelers.

The "Branding Spring" event will feature a series of consumption-focused activities throughout the year, starting with collective showcases in April and May. Participating luxury brands will integrate elements of Chinese culture into their products and immersive experiences, with activities including exhibitions, pop-up stores, and interactive showcases to highlight brand stories, launch new collections, and celebrate cross-cultural creativity.

Several luxury brands have already announced their plans for the event. Celine will debut a pop-up store at Zhangyuan featuring a summer collection that combines South French elegance with Shanghai's iconic shikumen architecture. Van Cleef & Arpels will present a floral-themed display on West Nanjing Road, highlighting the brand's exquisite jewelry craftsmanship. Gucci will showcase bamboo-inspired handbags crafted by Italian artisans as a tribute to China's rich bamboo heritage.

Promotional activities will also be rolled out at 20 department stores citywide, including popular destinations like Plaza 66 and IFC Mall. Discounts will be offered through gift cards, consumption vouchers, and member rewards, while visitors will be able to enjoy a range of activities such as world premieres of art installations, live music performances, and workshops.

By combining these initiatives with seasonal events, Shanghai aims to solidify its reputation as a premier global destination for high-end consumption, attracting both international visitors and local consumers through unparalleled quality and cultural innovation.

The consumption event was initiated by the Shanghai Municipal Commission of Commerce and the Jing'an district government.