Huaihai Road has long been regarded as one of Shanghai's most elegant and fashion-forward shopping streets. Recently, however, a new trend has emerged: overseas visitors lining up to buy products from Chinese brands. The surge reflects the growing "reverse daigou" trend, in which foreign tourists come to China to shop for local designs.

On a recent weekend afternoon outside the Pane store at TX Huaihai, more than 20 people were waiting in line, with foreign shoppers accounting for half of them. According to store staff members, international customers now represent about 40 percent of overall foot traffic. Some even visit in groups and buy more than five pairs of shoes at a time. Many of the store's best-selling items are now sold out in certain sizes, with restocking taking up to three weeks.

Staff members said international shoppers are especially interested in the Aria and Zephyr Training collections. Rather than relying on overtly Chinese motifs, the brand emphasizes clean lines, restrained color patterns, and a contemporary aesthetic that resonates with international consumers.

Across the street, Mason Prince is seeing a similar response. Store data indicates that foreign customers make up more than 60 percent of overall traffic. Its thin-soled retro sneakers and medium-sized hook tote bags rank among the brand's best sellers. Thanks to strong visibility on social media, many overseas shoppers arrive with screenshots saved on their phones and know precisely what they want to buy.

Further down the street, accessory brand Songmont also attracts a substantial international following, with overseas customers making up as much as 70 percent of visitors during peak hours. The brand incorporates elements inspired by classical Chinese paintings, ancient architecture, and traditional weaving into its bag designs. Rather than relying on prominent logos, it focuses on subtle details and craftsmanship.

Price has also become a significant part of the appeal. Some bags sell for more than 1,000 yuan (about $147) less in Shanghai than in overseas markets. Combined with China's expanded visa-free travel policies, this has helped turn Huaihai Road into a new fashion destination for overseas visitors.

If you go

Pane

Address: L1, TX Huaihai, No 523 Middle Huaihai Road

Business hours: 10 am to 10 pm

Mason Prince

Address: No 530 Middle Huaihai Road

Business hours: 10 am to 10 pm

Songmont

Address: Nos 817-821 Middle Huaihai Road

Business hours: 10 am to 10 pm

Source: WeChat account of Huangpu district government