Shanghai’s May 5 Shopping Festival, celebrating its sixth edition this year, highlights the latest trends in the Chinese consumer market. Each of the city’s 16 districts has rolled out unique activities, demonstrating Shanghai’s ongoing efforts to establish itself as a global consumption city.

In Baoshan, the festival was launched alongside the 2025 Baoshan Happy Family Season on April 30. Leveraging its unique geological advantages, Baoshan introduced a series of events focused on family-oriented consumption, spanning five key themes: family tours/cruise experiences, transportation, dining, sports, and elderly care. Around 100 events are scheduled in partnership with top consumption brands across industries such as cruising, automobiles, catering, sports, and cultural sectors, offering something for every demographic—from young consumers to silver consumers.

“We are innovating new consumption models and immersive experiences to provide consumers with fresh, exciting environments,” said the person in charge. Baoshan is positioning itself as a prime destination for mini-vacations, thanks to its scenic riverside and seashore location. The district is also tapping into its rich cultural heritage to create distinctive experiential scenarios that blend history with modern-day consumer culture. By developing these cultural tourism assets, Baoshan aims to stimulate economic growth through innovative consumption experiences.

Explore new IPs for synergistic growth

A standout feature of this year’s activities was the 2025 Shanghai Cruise Culture and Tourism Festival.

On April 30, a mesmerizing drone light show featuring the iconic Monkey King illuminated the sky over Wusongkou International Cruise Port, drawing crowds to the riverside for a captivating display.

Just a kilometer away, at the One Step Garden within the newly opened Shanghai Long Beach Tower, another crowd gathered in anticipation of the fireworks show. The tower, cleverly named the “Jingu Bang” (Golden Cudgel), after the Monkey King’s magical staff, coincidentally resonated with the theme of the light show, adding an extra layer of magic to the evening. 

While these eye-catching activities have certainly garnered attention, the real challenge now lies in how to effectively monetize these new IPs. Various districts across Shanghai boast unique IP resources—from Baoshan’s cruise industry and Jinshan’s beaches to Jiading’s car racing. Yet, turning these assets into sustainable, traffic-driving consumption requires more than just flashy events; it demands creative vision and strategic design to engage and attract consumers.

At the same time as the Long Beach Tower’s unveiling, Baoshan Youli, a creative gift store located on the B1 level, opened its doors. The store features a rich selection of cultural products, with a special focus on intangible cultural heritage items. Visitors can find exquisite derivative crafts, such as the dough sculpture of Wusongkou Lighthouse, Chanqi knotting art, Baicaoshan sachets, and Baibao Inlay, each representing a unique part of Shanghai’s cultural fabric.

“This store not only provides craftspeople with a platform to showcase their talents but also explores the commercial potential of intangible cultural techniques,” explained the person in charge. Many traditional crafts have struggled to find a place in the modern market, but this store serves as a vital step in commercializing these heritage techniques and turning them into viable products for consumers.

Enrich consumption scenarios for family life

This year’s shopping festival places a strong emphasis on family life, urging organizers and brands to explore untapped needs within family-oriented scenarios. The goal is to create deeper, more meaningful experiences that resonate with families.

Take dining, for instance—a quintessential aspect of family gatherings. While home-cooked meals can be time-consuming and labor-intensive, dining out often lacks the warmth and closeness that families seek during special occasions. So, how can this need be better met?

Starting in mid-May, Baoshan District will launch a series of gourmet activities, designed to establish a new IP: Baoshan Family Dining. This initiative, centered on fusion cuisine, seasonal dishes, and popular local snacks, will feature a variety of events, including auditions, competitions, banquets, and even a cruise exhibition. The aim is to promote Baoshan’s culinary identity while creatively preserving and sharing its food traditions.

Family tours are another focal point for enriching family life experiences. A critical challenge here is balancing the diverse preferences of family members across generations. To address this, Baoshan has integrated its northern towns and villages’ countryside tourism resources to create a distinct interactive cultural experience. Two dedicated tour routes have been developed, focusing on rural homestays and countryside exploration. Additionally, special events like the Dendrobium Flower Season in Luojing Town, the Magical Journey of Traveling Jiangnan in Yuepu Town, and the Dragon Boat Festival in Luodian Town will further enrich the experience.

Moreover, Baoshan is exploring ways to recreate popular urban cultural experiences in rural settings. By adapting the vibrant coffee and nightlife scenes of central Shanghai to the countryside, Baoshan is offering a fresh, immersive experience. For instance, the Shenyang Village Flower Sea program will feature singing and camping activities in collaboration with Tongji University, creating a new kind of Jiangnan-style leisure activity for tourists.

Expand the supply chain for broader consumption

In order to unlock the full commercialization potential of its unique IPs, Baoshan is doubling down on creating synergies across cultural, business, sports, and exhibition sectors, with the goal of stimulating the market and enriching the overall supply chain.

A prime example is cruise consumption. Baoshan is working to expand the cruise economy by transitioning from traditional on-route consumption to night-stay experiences and other initiatives designed to drive longer visits. This year, a bilingual “Cruise Passport” has been introduced for all family passengers who board cruise liners at the Shanghai Wusongkou International Cruise Port. The passport provides discounts at a range of local businesses, including retail districts, hotels, tourist attractions, and cultural venues. This initiative aims to create a more comprehensive consumption ecosystem, encouraging spending across multiple sectors.

Along the riverside, the district is opening new cultural tourism venues to enrich the visitor experience. The Shanghai Port History Museum, for example, offers an immersive journey through the city’s century-long port history, while the Long Beach Concert Hall combines exceptional music performances with stunning architecture, providing a multifaceted cultural experience.

Cross-sector collaborations are also fueling more market vitality. This year, the riverside area—with the Shanghai Wusongkou International Cruise Port at its core—will transform into an “urban exhibition hall” for a variety of events. One key attraction will be the inaugural Shanghai Street Auto Life Festival, which will blend car shows, auctions, dealer showcases, and the auto aftermarket industry. By doing so, Baoshan aims to both attract businesses to the district and foster industrial development through these high-profile exhibitions.

Additionally, niche events targeting specific demographics are being introduced. For example, in celebration of Youth Day, Baoshan hosted the Youth Life Festival, a dynamic blend of music, markets, and youth-focused experiences, including anime markets and open-air concerts. Meanwhile, the district is also launching the 2025 Baoshan “Silver” Consumption Festival, a targeted initiative designed to cater to the needs of elderly consumers by offering tailored experiences in cultural tourism, elderly-friendly designs, elderly finance, healthy senior living and more.