Neo World, a new metaverse-themed block, opened in Shanghai's Xuhui district on July 8.

This new destination fuses the virtual with the physical, offering novel avenues for engaging with pop culture, gaming, and experiential retail.

The metaverse is a 3D version of the internet, a digital environment where individuals may interact, play, shop, and connect using technologies like VR headsets or smartphones. Neo World brings this concept into tangible form at the heart of the city.

A block of fantasy and interaction

Walking down the street feels like stepping into a sci-fi world. Giant character installations from popular games like Honkai: Star Rail and Zenless Zone Zero stand tall among flowers and buildings. Once confined to screens, these figures can now be touched, photographed, and encountered in physical space.

The street incorporates whimsical elements. A blue-gray cat named "Xiu Xiu" serves as a guide, while game-inspired frames and pop-up boxes nestle among the greenery. Bus stops and parked cars are adorned with anime motifs, transforming public space into part of the fantasy experience.

Immersive retail and pop culture

At the heart of Neo World is The Ring Live, a 100,000-square-meter commercial complex that blends retail, dining, art, and entertainment. It houses everything from toy stores like Pop Mart to niche boutiques, gaming exhibitions, and idol performances by groups like AKB48 Team SH. There's even cosplay makeup stations and immersive fiction pop-ups.

Nearby, additional retail areas, including a flagship board game store, extend the anime and gaming atmosphere, making Neo World a true hub for fans of all ages.

A new home for game development

Beyond shopping and fun, Neo World supports the local gaming industry. Major game companies such as Tencent, NetEase, HoYoverse, and Lilith have set up in the area, reinforcing Shanghai's position at the forefront of the game industry.

On the same day as the street opening, the Shanghai Xuhui Game Industry Service Center launched in Neo World, providing comprehensive support for game startups and studios. Its mission is to cultivate a dynamic ecosystem of innovation and entrepreneurship.

Summer carnival arrives soon

From July 18 to Aug 17, the Neo World Summer Carnival will light up the season with anime parades, cosplay shows, live music, and national game competitions. Fans of Arknights, Genshin Impact, Identity V, Tears of Themis, and Honor of Kings will enjoy themed events, while live performances from bands, idol groups, and symphony orchestras promise entertainment for all.

Visitors may engage in interactive experiences powered by AR, collect stamps, and win limited-edition gifts. A special batch of Neo World coupons will be available through Douyin (the Chinese version of TikTok), offering discounts both in-store and online.

Sources: Shanghai Observer, official WeChat accounts of Shanghai Xuhui Media Center and Xuhui district administration of culture and tourism