On June 17, the Baoshan District Publicizing and Promotion Conference in 2025 of Humanistic Urban Area Brand Release and Key Events on Culture, Tourism, Business and Sports Expo started at the auditorium of Baoshan District Cultural Center. Hu Baoguo, the standing committee member of the Baoshan District and the minister of the publicity department attended and addressed the ceremony. This promotion conference specially launched 58 Humanistic Urban Area brand projects and 44 key events of the Culture, Tourism, Business and Sports Expo. It also announced establishment of the interdepartmental coordination mechanism of the Baoshan District Culture, Tourism, Business and Sports Expo. The event symbolizes that the Baoshan Humanistic Urban Area construction is entering a new stage of systematic upgrading and brand operation. A new scroll of map of people-centered urban development, regarding culture as its soul, innovation as its driver and integration as its path, is displaying at a faster pace.

From the construction map to the augmented reality drawing, construction of the Humanistic Urban Area is much more perceived.

If the Baoshan District Implementation Act on Humanistic Urban Area Construction and the indicator system released in 2024 have outlined the construction map based on the framework of 5 major acts and 15 key projects, the Humanistic Urban Area construction in 2025 will focus on the renewed special brands, achieve upgrading and improve perceptible goals. A brand matrix will be constructed in light of the 58 Humanistic Urban Area brand projects and 44 key events of the Culture, Tourism, Business and Sports Expo, which is transformed into an augmented reality drawing reachable for citizens.

To deeply implant the urban quality with spirit leadership. By public spreading of the CPC’s Three-Dimensional Outreach and Six Lecture Series, Red Ideology Classroom, Baoshan’s Original Mission, and other educational practice projects for CPC members, we vividly promote the CPC’s innovative theories to spread by breaking circle, and firmly build the root of thought. The First Shot and First Pile revolutionary culture carries forward and deeply explores positive resources, and the Baoshan+ moral model cultivates and publicizes a new trend of the era. The Shanghai Urban Spirit and Quality are embodied in examples and practices for citizens to follow and attend, which effectively cultivate urban cultural temperament and citizens’ awareness of responsibility. 

To revitalize urban memory with cultural space. Micro-spaces like Single-wall Gallery and Friendship Wall Art Alley have turned into street galleries, delivering art to the gates of citizens’ home. Songyi Magnetic Field andRhythmic Beautiful Temples have upgraded community level for publicplaces of recreational and sports activities, greatly expanding the radius for public cultural services and making culture familiar in every corner of the daily life.

To create immersive experience with characteristic IPs. Relying on the specific location of Binjiang, the Wusongkou Sky Theater focuses on launching a striking audiovisual feast and a phenomenal cultural landmark. Travel with Sports have innovatively connected sports passion with deep exploration of cities. Luo Duoduo and other IPs have deeply cultivated specific IPs born with local cultural genes, which effectively promote local cultural resources to transform into consumable and immersive new experience of cultural travel.

To revive life aesthetics in various scenarios. The dynamic musical notes of the Box Music Festival, rural sentiment of the Farmers’ Harvest Festival, life interest of the 1^st Baoshan Pet Culture Season have weaved into a multi-leveled, broad covering image of the urban culture, integrating art education, moral cultivation and nature into citizens’ daily life and improving warmth and interest of the city.

With deep integration triggering consumption potential, the Culture, Tourism, Business and Sports Expo has established with linkage a new engine for development.

To promote deep integration of the Culture, Tourism, Business and Sports Expo is Baoshan District’s core path and strategic choice for constructing an updated Humanistic Urban Area and triggering consumption potential. The 44 key events launched now will focus on constructing an integrated developing ecology of “One Business prospers, All Industries Thrive”, aiming at converging cultural charm, travel vitality, business potential and sports strengths into a strong force of development. 

To break up resource barriers with institutional innovation. This time, Baoshan has established a district-level interdepartmental coordination mechanism for the Culture, Tourism, Business and Sports Expo, and effectively constructed three synergic mechanisms of Joint Meeting Mechanism, Information Sharing, Publicizing and Promotion Linkage, which provide solid institutional insurance and organizational support for cross-border integration, by effectively breaking up barriers and boosting element circulation of all parties.

Hybrid experiences ignite new explosive consumption point. We focus on Festive Economy, Sports Event Economy and Grain Economy (quadratic cultural consumption), and targetedly promote a series of activities concerning “Culture+, Tourism+, Business+, Sports+”, such as Shanghai Cherry Blossom Festival and Shanghai Cruise Culture Tourism Festival, which skillfully integrate Cruise Culture, Industrial Relics, Wusong Innovative City and other big IPs that improve the brand stack effect. The Battle Fun Baoshan, Summer Land, Weekend Super Tournament and other public brands of sports events keep warming the passion of citizens’ body fitness and consumption, aiming at establishing a new card of urban vitality.

To improve urban energy level with international sports events. In recent years, Baoshan has actively worked for entry of more global, national, urban activities and sports events. By introducing high energy level sports events with global impact, such as the World F1H2O Motorboat Tournament and International Yacht Racing, in addition to Wusongkou Forum, Changtan Art Festival, Port Concert and other cultural exchange and performance expos, the open and inclusive image of the city has been shaped with great improvement in regional international exposure, attraction and high-end consumption capacity.

With traffic as accelerant into the brands, the new urban image of Humanistic Baoshan becomes more stereo and distinct.

In the spreading level, Baoshan knows the principle of Brilliant Prior Arrangement and Intensifying Traffic Transformation. Relying on propaganda of urban images of Four Cities in Four Seasons and Love Baoshan and strengthening the Urban Image Creator Alliance, it strives to establish a firmly standing, globally famous, wide spreading and long-term influencing brand matrix. In 2024, Baoshan promoted Black Myth Shanghai Baoshan and many other hot selling masterpieces of tens of million level, million level and hundreds of thousands level. On New Year’s Eve, drones and firework performances were broadcast on the YouTube platform, with 5.483 million clicks on the English channel, serving as a successful example for the breaking circle spreading of the Humanistic Urban Area brand.

Coming from the deep historical sediments of the Five Centuries, Baoshan is vigorously writing, with the pen of Humanistic Urban Area construction dipped into the thick ink of People’s City, a new chapter of the era, which is an integration of cultural heritage and innovative development and coexistence of urban charm and consumption vitality. The 58 carefully cultivated brand projects and 44 deeply integrated key events are not only a guide to action in 2025, but also solid paces and a loud announcement for Baoshan to move towards the main urban area as an international metropolis with humanistic care, innovative vitality and modern charm.