The term "Chinamaxxing" has recently gained popularity among international visitors, often used to describe what they call a "very Chinese" period in their lives. Whether it's traveling specifically to get new prescription glasses or seeking out small boutiques for custom-tailored clothing, more people are venturing into local neighborhoods in Shanghai's Jing'an district to immerse themselves in everyday city life.

At the heart of this trend is Yongyuan Road, a 500-meter street that has quietly become a go-to destination for those who come to shop for local brands and take them back home. Without deliberately positioning itself as "international", the street has naturally attracted a diverse mix of visitors.

Local style with global appeal

Yongyuan Road is often described as stylish and trend-driven. The street hosts well-known international names such as the Italian furniture brand Baxter, the Swiss modular furniture company USM, and the Japanese fashion brand Onitsuka Tiger. Some of these stores report that nearly half of their sales come from international customers. Alongside them are local designer brands such as SMFK and PANE, which have seen a surge in popularity among visitors from Southeast Asia.

PANE, a Shanghai-based footwear brand founded in 2022, has become a must-visit for many visitors interested in fashion. Known for its vintage-inspired casual shoes, the brand opened its first flagship store on Yongyuan Road in 2023. In less than a year, this location has outperformed all other branches in the country in terms of both sales and foot traffic.

Staff members at the store said their customers predominantly come from Japan, South Korea, Southeast Asia, Europe, and North America. Many include the store in their travel plans after seeing it on social media platforms such as Instagram, arriving with specific products in mind. These shoppers tend to look for two things: a design that stands out, and shoes that are actually comfortable to wear. A group of visitors from Thailand said they came specifically because the brand is trending with influencers back home, adding that the shoes offer a distinctive style, are easy to wear, and provide good value for money. Some even travel in groups and purchase multiple pairs at a time.

A pocket of relaxation in the city center

For many expats living in Shanghai, the main draw of Yongyuan Road is the sense of ease it offers in the middle of a bustling city. Tucked behind the West Nanjing Road shopping area, the street features a 2,000-square-meter lawn with more than 60 species of local plants. This green space contrasts with the surrounding industrial-style buildings and vertical plant walls, creating a setting that feels both open and calm. It has also become something of an urban oasis for many residents.

Beach chairs are placed on the grass, and the space is pet-friendly, inviting people to sit, lie down, and stay as long as they like. It is common to see people with a drink in hand or a picnic mat on the ground, spending hours there without a plan.

Building a sense of belonging through community

Yongyuan Road has also developed into a social space with a strong sense of community. It hosts a range of activities, including street dance performances, skateboarding sessions, and cycling meetups. These events often attract people working at nearby international companies, many of whom come with their families.

Cooper, an Australian who has lived in Shanghai for just under a year, said he joined a running group here and met new friends. In his view, Yongyuan Road feels more like an international neighborhood than a traditional shopping center. Whether it is a quick lunch on a weekday or a relaxed weekend picnic with a pet, the area caters to those seeking a more lifestyle-focused way of spending time.

Visitors may also stop by Akalcha for a tea that blends traditional elements with modern flavors, or head to Aster, where Chef Joshua Pairs leads an open kitchen serving refined French cuisine. When the weather is good, outdoor seats at Crow Jane, a small flower-filled cafe with a Southern French feel, are often occupied with people enjoying brunch while watching the world go by.

The success of this 500-meter street in Jing'an lies in its natural inclusivity. By allowing brands to grow organically and maintaining a comfortable, relaxed environment, Yongyuan Road has become a place where different lifestyles meet, offering a glimpse of a more relaxed and personal side of Shanghai.

Source: WeChat account of Jing'an district