Shanghai has launched the 2026 "First in Shanghai" campaign, marking the first major consumer event in the city's yearlong consumption promotion program. Running from March to May, the initiative will feature a wide range of new product launches, exhibitions, and brand activities across the city.

More than 80 new products from domestic and international brands will be unveiled, accompanied by five international exhibitions highlighting global debuts and around 50 brand launch events.

This year's First in Shanghai spans a broader range of sectors than ever before. In addition to beauty, fashion, home appliances, automobiles, and consumer electronics, new launches will also extend to sports, pet products, and cultural intellectual properties.

The scale of premieres has also expanded, with seven global firsts, two Asian debuts, and 41 China launches. Updated policy support for the initiative, known as First in Shanghai 4.0, is also expected to be released soon.

Global brands bring new concepts to the city

Several international brands have already chosen Shanghai as a platform for new retail concepts and product launches.

In the high-end beauty sector, British skincare brand Eve Lom opened its first global concept store focused on emotional healing at Grand Gateway 66 in Xujiahui on March 4. Inspired by the aesthetics of an English manor, the space blends classical architectural elements with contemporary minimalism to create what the brand describes as an "emotional garden".

The store features newly launched skincare products alongside classic items. It also features a dedicated treatment area where visitors can experience traditional hand massage spa services supported by the brand's sensory skincare technology, offering a new type of wellness-oriented retail experience.

Global beverage giant expands presence in China

New activity is also emerging in the beverage sector. On March 10, PepsiCo announced that its global strategic brand Sting has officially entered the Chinese market, naming Zhou Guanyu, China's first Formula 1 driver, as its spokesperson.

Unlike traditional energy drinks or soft drinks, Sting combines a carbonated flavor with functional energy-boosting properties. The beverage contains B vitamins and ginseng, and is positioned for young consumers navigating fast-paced lifestyles that balance study, work, and daily life.

According to PepsiCo, the launch marks another milestone as the company celebrates 45 years in China and reflects its continued focus on developing products tailored to local consumer demand.

More international retailers plan Shanghai debuts

The momentum is expected to continue beyond the three-month campaign.

German retail chain Muller has announced plans to enter the Chinese market, with its first Asian store scheduled to open in Shanghai's Pudong New Area later this year. Founded more than 70 years ago, the company operates more than 950 stores across Europe and is known for its large-format retail model and wide product selection, ranging from beauty and personal care to household goods.

Company representatives say that Shanghai will serve as the starting point for expansion into the Yangtze River Delta and the wider China market, with plans to open between 200 and 500 stores nationwide over the next five years.

Sources: Shanghai Municipal Commission of Commerce and Shanghai Observer