A celebration of Chinese animation has taken over HY Plaza on East Nanjing Road, running through Sept 12.

Organized by M&G Stationery, the event transforms the mall into an immersive carnival with traditional-style pavilions and bridges inspired by the popular anime Sword of Coming.

Cosplayers bring beloved characters to life, creating a lively, colorful scene that blends pop culture with classical Chinese aesthetics.

The carnival is attracting both locals and international visitors. "Everything here is so cute. The kids love it, and the characters are fun," said one overseas guest.

For M&G, the event goes beyond entertainment. It reflects the company's vision of stationery as a universal design language, one that helps Chinese brands connect with global audiences while promoting the creativity and cultural value of domestic animation.

More than 200 new products are being launched at the carnival, many inspired by popular titles such as Slay the Gods and Sword of Coming. Collectible badges, art prints, and limited-edition acrylic standees are already proving to be fan favorites.

M&G has long been recognized as a hallmark of "made-in-China" quality. Behind each pen lies decades of craftsmanship and innovation: the company invests over 100 million yuan (about $14 million) annually in R&D and rolls out thousands of new products every year. Today, it ranks among the world's largest stationery manufacturers, serving generations of students and office workers alike.

The meaning of "serving" has evolved. For Gen Z and Gen Alpha consumers, products are expected to go beyond practicality and deliver emotional value, acting as tools for self-expression and cultural identity. Surveys show that nearly 80 percent of young consumers prefer products with Chinese cultural elements, and more than 84 percent are eager to recommend such brands to friends.

M&G has been quick to respond to this shift, expanding stationery into a cultural lifestyle category. The company has also built a track record in IP collaborations, from a two-decade partnership with Dutch character Miffy to recent tie-ins with the animated film Nobody, which included themed stationery and even sponsored movie tickets.

If you go

When: Now until Sept 12

Where: HY Plaza, No 299 East Nanjing Road

Source: Shanghai Observer