Joy Universe 3.0 returned to Jing'an Joy City on June 25, marking the reopening of one of Shanghai's flagship summer pop-up cultural events dedicated to anime, gaming, and youth entertainment. As part of the second Shanghai Summer International Anime Month, it features more than 30 themed pop-ups and over 50 entertainment franchises.

The 2026 edition presents a diverse lineup of entertainment franchises spanning different media formats.

It includes Chinese web novel titles such as Ten Days Ultimatum, as well as games such as Reverse: 1999, Sky: Children of the Light, and Project Sekai.

It also features character-based brands such as the Sanrio characters × Maltese collaboration and Joke Bear and Friends, as well as the Chinese variety show Keep Running.

A key highlight of this year's event is a series of limited-time pop-ups celebrating major anniversaries of well-known entertainment franchises. These include the 55th anniversary of Kamen Rider, the 30th anniversary of Persona, the 20th anniversaries of Code Geass and Fairy Tail, and more.

All 30-plus pop-ups will debut in Shanghai as the opening phase of a nationwide tour. Among them is Rosy Doedian Toys' themed pop-up "Stay Romantic", which opened on June 26. Additional showcases, including multiple popular South Korean webcomics from Bilibili Manga, will make their debut in China at a summer-only pop-up in July.

Beyond exhibitions, the event offers a wide range of visitor experiences, including shopping vouchers, author autograph sessions, collectible stamp cards, themed markets, DIY workshops, cosplay runway shows, and member-exclusive prize draws.

Joy Universe 3.0 extends beyond the shopping center and into the wider city.

Starting in early July, a branded double-decker sightseeing bus operating on Shanghai Chunqiu International Travel Agency's city sightseeing bus route 1 will launch as a mobile-themed attraction.

From late July, a themed metro station installation will feature creative column wraps in the station hall, integrating selected elements of the event into the daily commute.

Spotlight: Fairy Tail 20th anniversary showcase

One of the event's highlights is the 20th anniversary showcase for Fairy Tail, which opened on June 25 in the south building atrium of Jing'an Joy City and will run until July 19.

The 100-square-meter pop-up store features original hand-drawn artwork by the author in a Chinese-inspired theme. The entrance recreates a signature cat gate scene from the original series. The exterior features character standees incorporating glass elements that have a ripple-inspired texture, while the interior showcases character displays and lighting installations.

The store also offers exclusive merchandise in two categories: anniversary commemorative items and a China-inspired merchandise line developed for the Shanghai debut with input from the manga's author.

Products include limited-edition badges, acrylic stands, and nearly 100 exclusive collectibles available only at the venue.

Source: WeChat account of Jing'an district government