The 2025 Nanjing Road Xi Market opened with brio on Jan 18 at Century Square — located in Shanghai's Huangpu district — and quickly became a must-see sensation for both locals and tourists.

The significance of this year's market is underscored by the recent recognition of Chinese New Year as part of UNESCO's Intangible Cultural Heritage of Humanity, a designation granted in December 2024.

As the first New Year's market following this prestigious accolade, the Nanjing Road Xi Market is widely regarded as providing a vivid reminder of China's deep cultural roots and its growing global influence.

Among the standout attractions at the opening was the unveiling of Si Shengsheng, the mascot for the 2025 Spring Festival Gala, presented by the China Media Group.

This whimsical character — a small snake symbolizing good fortune — is said to really capture the imagination of visitors, who flock to see the plush toys, blind boxes and festive accessories bearing its likeness.

The items, along with other Spring Festival-themed merchandise, are widely viewed as offering a tangible connection to the season's celebrations.

The market is also showcasing a diverse range of traditional folk food and cultural experiences. Visitors can enjoy a variety of local snacks — their mouthwatering aromas wafting through the air — while traditional crafts like embroidery accessories and Chinese sugar paintings offer a glimpse into the nation's artisanal heritage.

For many, the market is a nostalgic journey into the tastes and textures of New Year's celebrations, with every corner bringing a reminder of the rich history behind the holiday.

The market's entrance, designed in the shape of a ruyi — a traditional Chinese symbol of good luck and prosperity — sets the tone for the festivities.

Inside, visitors are treated to the Pepsi New Year Pavilion, a 200-square-meter interactive space featuring cutting-edge attractions like a digital sports challenge and a 9D New Year theater, blending modern technology with the festive spirit.

For those seeking winter fun, the market also features a real ice rink, where families and friends can glide under a canopy of colorful lights — further enhancing the celebratory vibes.

The inclusion of social media-driven activities, including a photo contest with prizes — for those who want to share their experiences on platforms like Moments, Xiaohongshu, Douyin and Weibo — is expected to ensure that the excitement continues well beyond the market itself.

When: Now until Feb 12

Where:

Sources: Official WeChat account of the publicity department of the CPC Huangpu district committee at "shhuangpu", Nanjing Road Pedestrian Street