Food, wine and fashion put shopping brand to fore

Yang Jian
A global shopping event has been held in Hongkou District ahead of the China International Import Expo to allow citizens to buy products imported from across the world.
Yang Jian

A global shopping event has been held in Hongkou District ahead of the China International Import Expo to allow citizens to buy products imported from across the world.

The event to mark the 60 days countdown to the second import expo was held at the newly opened Life Hub @ Up Bund at the North Bund riverfront.

It featured foreign merchandize including African nuts and dried fruits, Japanese ice cream, Australian beef, Jamaican coffee and also exotic performances such as Mexican music, Cuban dance and Spanish Flamengo.

A number of other events and celebrations have been planned at the North Bund in a month, including the Shanghai Wine Festival. Foreign consulates, industrial leaders, dealers and consumers will gather at these events to celebrate the business and cultural atmosphere of Hongkou.

In recent years, Hongkou has been supporting the city government’s ambition to boost its shopping brand. It has released an industrial guideline to improve product quality, optimize the business environment and create shopping attractions.

Shopping brand boost

As an important area for commercial development in the region, the North Bund enjoys panoramic views of both sides of the Huangpu River. Many shipping and financial businesses are located there.

The district’s commerce commission plans to improve the business and commercial environment of the waterfront region by hosting a series of popular festivals, meetings and exhibitions.

They include debuts of popular fashion products as well as promotions of famous international brands. The events have helped to attract both citizens and tourists to the region and upgrade the businesses of Hongkou, according to the commission.

Last year the Shanghai Wine Festival attracted more than 200 exhibition slots and over 100 famous wine brands from both home and abroad. Domestic brands like Kweichow Moutai, Wuliangye and Fenjiu showcased their key products along with exhibits from Italy and Romania. Over 40,000 visitors attended.

Hongkou aims to make two of its landmark sites — the North Bund and the 1933 Old Millfun, a renovated historic slaughterhouse which now hosts workshops, studios, bars and cafes — into platforms for new fashion products.

WM Motor has launched a brand night at the Shanghai Port International Cruise Terminal on the North Bund. A carnival for international classic cars was also held at the waterfront early this year. Fashion weeks and music festivals were held at the Music Valley around the renovated slaughterhouse in July.

Fashion center

Elsewhere in Hongkou, the landmark Sinar Mas Plaza, also known as the White Magnolia Plaza, has launched a fashion festival with fashion shows and workshops where customers can buy their favorite clothes.

Catwalks featuring fashion brands from the center and a photo exhibition from popular HIMO photo studio of 100 unusual jobs in Shanghai were held in the central square of the complex.

The main building of the plaza is the fourth-tallest in Shanghai, after the 632-meter Shanghai Tower, 492-meter Shanghai World Financial Center and 420.5-meter Jin Mao Tower in Pudong’s Lujiazui area. The new building surpasses the 250-meter Shimao International Plaza to become Puxi’s tallest structure.

Other parts of the plaza have become offices for many of the world’s top companies, mainly in shipping, finance and fashion design.

The Ruihong Tiandi commercial complex hosts cultural bazaars, a Singaporean food market and traditional Chinese culture celebrations regularly.

The French Month event, for instance, creates miniature landmarks such as the Eiffel Tower, Moulin Rouge and lover’s lock bridge in the shopping mall. Performances such as concerts and French magic shows are also held frequently.

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