Jing'an Joy City, a shopping mall located in Shanghai's Jing'an district, has recently kicked off its inaugural Joy Universe Festival.

The event, scheduled to run until September, will witness the launch of the first pop-up stores in China or special edition pop-up stores in the country by 14 IPs, including Nanjing Hongshan Forest Zoo, LuLu the Piggy, and popular Japanese manga series like Jujutsu Kaisen and Blue Lock. It is expected to attract over 5 million visitors.

A poster plugs the Joy Universe Festival. [Photo/WeChat account: scofcom]

To elevate the experience further, the mall is offering 3,000 limited-edition IP Universe Travel passports. Fans can obtain these by following the mall's official Xiaohongshu account and posting related content.

Passport holders can collect special IP stamps at each pop-up, with special gifts available for those who gather 10 or more different stamps.

Jing'an Joy City has established itself as a prime location for pop culture enthusiasts, hosting nearly 300 pop-up events annually, including over 30 international top-tier IP debuts.

The mall's dedication to youth culture is evident in its six-year run of the Summer Rooftop Festival from 2017 to 2023, which became a much-loved summer tradition for Shanghai's young people.

This year's Joy Universe Festival aims to create a carnival-like atmosphere for anime and pop culture fans, fostering a deeper integration of the on-site retail sector with youth subcultures. The event promises a diverse and vibrant summer program that is unique to Jing'an Joy City.

With its extensive lineup of pop-up stores, exclusive merchandise and immersive experiences, the festival is aiming to offer something for every fan. From life-sized character models to themed photo opportunities and limited-edition products, visitors can purportedly fully immerse themselves in their favorite fictional universes throughout the summer.

Source: "scofcom" WeChat account