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Middle Huaihai Road lights up for 2025 New Year festivities

english.shanghai.gov.cn

The 2025 Middle Huaihai Road New Year Shopping Carnival launched on the evening of Dec 17, marking the start of the festive season. The event kicked off with a dazzling light display at Hong Kong Plaza, accompanied by a special appearance from Brown the bear and Cony the rabbit, beloved characters from Line Friends.

Line Friends is a popular character brand originating from the messaging app Line, developed by the Japanese subsidiary of South Korean company Naver.

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Proceedings get underway at the opening ceremony of the 2025 Middle Huaihai Road New Year Shopping Carnival. [Photo/Publicity department of the CPC Huangpu district committee]

The celebrations will continue with the New Year Parade running on Dec 28, Jan 4, 11, and 18. Led by Sally the chick, another popular Line Friends character, the parade promises to entertain visitors and distribute surprise gift bags, adding extra cheer to the winter festivities.

A unique "Citywalk" experience will also be part of the parade. Gift bags will include creative Huaihai Road-themed transparent cards, allowing visitors to capture their favorite winter scenes along the street. Participants can share photos on platforms like Xiaohongshu, Douyin (the Chinese version of TikTok), or Dianping using the hashtag #HuaihaiRoadinMyEyes. Those who do so can check in and redeem exclusive gifts at the Hong Kong Plaza South Tower Service Desk on event days, while supplies last.

Throughout the celebration, a variety of exciting activities will be held across the Middle Huaihai Road shopping area. At Huaihai 755 shopping center, the ninth anniversary is being celebrated with a collaborative exhibition by the Brain Hole Store. This showcase features original art prints, handmade goods, trendy toys, and lifestyle products.

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A creative poster for the exhibition presented by Brain Hole Store. [Photo/Publicity department of the CPC Huangpu district committee]

Elsewhere, LuOne, a member of the Committee of Huaihai Road, is hosting the Lazy Holiday with Minions exhibition. Designed around a cozy "Reading Room" concept, this immersive event includes a pop-up store offering official global IP merchandise and exclusive Minions-themed products, providing visitors with a delightful winter experience.

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The  Lazy Holiday with Minions  exhibition invites visitors to enjoy a cozy and fun-filled winter experience at LuOne. [Photo/Publicity department of the CPC Huangpu district committee]

 

Source: Official WeChat account of the publicity department of the CPC Huangpu district committee at "shhuangpu"

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