On May 1, the much-anticipated Baoshan Youli store at Shanghai Long Beach Tower officially opened. The creative cultural gift shop blends the essence of intangible cultural heritage with modern design, creating a new holiday destination where cultural experiences, artistic displays, and recreational shopping seamlessly merge. Visitors browsing for souvenirs can enjoy an immersive encounter with traditional Chinese culture.

As early as 9 a.m., a long queue had already formed in front of the store. Located on the B1 level of Long Beach Tower, adjacent to the Long Beach Concert Hall, the shop showcases a wide array of creative cultural products. Among them, heritage-inspired items such as the dough sculpture of the Wusongkou Lighthouse, the Chanqi knotting art, the Baicaoshan sachet and Baibao Inlay stood out for their uniqueness and drew in large crowds of shoppers. 

A local resident told the correspondent, “I didn’t realize Baoshan has so many intangible heritage items. Things like the egg carving from Songnan Town, the Baicaoshan sachet, and the Wusongkou Lighthouse dough sculpture really impress me with their delicate appearance and intricate craftsmanship.”

The first collection features nearly 200 products across six categories—including fashion, creative goods, trendy Chinese-style items, and affordable souvenirs—sourced from 18 suppliers and intangible heritage studios. Each product serves as a “cultural ambassador” of Baoshan. The Wusongkou Lighthouse dough sculpture, known for its fine detailing and accessible pricing, has become the most popular item. Visitors can also find products from the Shanghai Ceramics S&T Art Museum and the Shanghai Wood Culture Museum, including Gucun cherry blossom ceramic cups, elegant ceramic ornaments, and incense sachets decorated with local landmarks. Other offerings include landmark-themed puzzles, canvas bags, and plush dolls.

Notably, the store displays and introduces intangible heritage craftsmanship alongside the products, allowing shoppers to gain insight into these traditional techniques as they browse. A knot-art artisan and researcher remarked that the store has effectively integrated intangible heritage into daily life, making Baoshan’s cultural treasures more accessible. This not only promotes the legacy of these crafts but also brings them closer to everyday living—visitors can touch, appreciate, and use them—infusing new life into their preservation and development.

In addition, the store has collaborated with Shanghai Film Infinity and the Public Art Coordination Center to introduce a product line inspired by the Monkey King, the iconic character from the classic Chinese novel Journey to the West. The series includes figurines, fridge magnets, pendants, and blind boxes, which have become especially popular with children. Specialty products from Xinjiang and Yunnan are also available, offering visitors a diverse and enjoyable shopping experience along the Baoshan riverside.

Earlier this year in March, the Baoshan District Culture and Tourism Bureau launched the “Baoshan Youli” design competition, inviting designers and enthusiasts to create tourism products that capture the spirit of Baoshan. This newly opened store is the brand’s first physical location. Looking ahead, the brand aims to expand its presence in major business districts and cultural venues—including Shanghai Sea World, the tourist center of Shanghai International Cruise Tourism Resort, and the Baoshan Cultural Center—as well as digital platforms like the Shanghai International Cruise Tourism Resort mini program and the Jianhang Shenghuo app.

In addition, partnerships with the Jingdezhen Ceramics Official Flagship Store have been established to integrate high-quality resources into product development and co-branding efforts. These collaborations aim to incubate, showcase, sell, and commercialize the brand—transforming Baoshan’s rich cultural heritage into tangible and visually engaging cultural tourism products.