A new summer consumption campaign called "Have Fun in Nanjing Road" has recently kicked off at the iconic pedestrian street.

The event is a key part of the second Shanghai Summer International Consumption Season, which is set to begin on July 4 and run through mid-October.

The event is centered around three themes: Summer Show, Summer Fun and Summer Sales.

↘Summer Show

Beloved characters and immersive installations are lighting up Nanjing Road:

- A special exhibition at New World City shopping mall — from July 5 to Sept 21 — marks the 60th anniversary of Japanese superhero Ultraman, featuring hundreds of rare collectibles and a high-tech light-and-sound theater. The new hero Ultraman Omega will make his stage debut.

- Global beer brand Budweiser and Century Square will co-host a celebration of the FIFA Club World Cup, blending soccer culture with beer-themed experiences to create a special crossover between sports and commerce.

↘Summer Fun

Nanjing Road is becoming a hotspot for youth and digital culture, with:

- The area's first street-style live music series, staged across venues such as M558, the signature balconies of the Zhen Lao Da Fang building (which houses the distinguished brand founded in 1851) and the Century Square stage, to spice up the summer nights.

- The 2025 G-Power Esports Carnival — an Honor of Kings competition presented by Nanjing Road Pedestrian Street on Aug 8-10 — is set to combine gaming, anime culture and immersive digital experiences.

- The third ACG Carnival presented by New World City shopping mall will target Generation Z consumers (those born between the mid-1990s and early 2010s), offering limited-edition merchandise, VR games, and a midsummer song-and-dance gala.

↘Summer Sales

To drive consumer activity and foster a win-win commercial ecosystem:

- Time-honored brands are partnering with anime franchises to launch limited-edition crossover products.

- In collaboration with UnionPay Shanghai, a "ticket stub economy 2.0" initiative will offer citywide discounts at attractions such as theme parks, scenic spots and museums.

- Ant International, the overseas arm of financial technology giant Ant Group, offers exclusive discounts for six major overseas e-wallets to facilitate cross-border payment while expanding the reach of instant "refund upon purchase" services.

Sources: Official WeChat accounts of Shanghai Electronic Commerce Promotion Center and Nanjing Road Pedestrian Street