Xiaomang, the e-commerce platform affiliated with Hunan Broadcasting System Media Group, opened its first global flagship store, Xiaomang Plus, on July 20 at Global Harbor, a major shopping complex in Shanghai.

The store combines cultural experiences, trendy social spaces, and creative products inspired by hit programs like Ride the Wind, Call Me by Fire, and Singer, produced by Mango TV, the core commercial entity of Hunan Broadcasting System.

These fan-favorite shows are brought to life through wearable fashion, themed collectibles, and immersive lifestyle items.

The store will regularly host events, such as artist meet-and-greets, "one-day store manager" campaigns, where celebrities or influencers take over the store for a day, limited product launches, and exhibitions, all designed to spark buzz among young consumers, especially those in Generation Z.

With over 2,000 types of trendy products like fashion items, plush toys, collectible cards, and pop-culture merchandise, the store aims to become a must-visit destination for young people seeking the latest in creative trends.

Xiaomang officials view the flagship store as part of a broader strategy to build a complete commercial ecosystem around its IPs. By linking TV content with immersive offline experiences, the brand hopes to create a new engine for cultural and tourism-driven consumption.

Located in a high-traffic area on the B1 level of Global Harbor, the store spans approximately 300 square meters. With three metro lines and an average daily foot traffic of 100,000, Global Harbor has become a prime location for debuting first stores in China.

Notably, Xiaomang Plus is the first national debut at Global Harbor in the second half of 2025. In the first half alone, the mall introduced 12 high-profile first stores across lifestyle, fashion, and dining categories, reinforcing its reputation as a launchpad for new consumer experiences.

Sources: Official WeChat account of Shanghai Putuo Media Center at "shputuo", Xiaomang Plus