2024 Dialogue with District Party Secretaries: How is the Traditional Business District Transformed by the Boom of Anime Culture with a 30% Increase in Customer Flow?
The century-old Suzhou Creek ebbs and flows, and the 6.3-kilometer-long waterfront area of Suhewan once served as the incubator for Shanghai’s national industry. How can historical buildings be revitalized to meet the leisure and cultural needs of modern citizens? How can the vitality of core business districts be sustained and consumption potential be stimulated? How is the “anime economy” transforming traditional business districts?
Recently, several organizations including Shanghai Dajiaodian, The Paper, and Shanghai People’s Radio Station jointly launched the “2024 Dialogue with District Party Secretaries” series of multimedia interviews. On December 3, Yu Yong, the Party Secretary of Jing’an District, was a guest on the program, visiting Suhewan MixC World and Jing’an Joy City to share the story of the transformation of the Jing’an Suhewan area.
In response to a question from Shanghai Dajiaodian and The Paper about “how to unleash the consumption potential of the ‘hundred-billion-yuan business district’ of Nanjing West Road,” Yu Yong replied that urban renewal would be used to drive the iterative upgrading of the Nanjing West Road business district, focusing on improving the quality of the main street’s core area and promoting functional synergy between the front and back streets. At the same time, efforts will be made to accelerate the clustering of high-end consumer brands and promote more first launches, exhibitions, and shows, continuously stimulating consumption through a high-quality environment.
Today, the vast market potential of the “anime economy” is attracting increasing attention. When asked about his views on the “anime-inspired transformation of traditional business districts,” he further stated that this phenomenon reflects the emergence of a new business model that integrates business, tourism, culture, sports, and exhibitions. As the “premier location for super IP launches,” Jing’an Joy City has achieved significant growth in both sales and footfall through its unique anime-themed economy. By grasping the trends of Generation Z and new consumption dynamics, and actively hosting popular IP flash mob events of high quality, it will better attract young people and open up new spaces for commercial development.
Waterfront Spaces Are Carefully Crafted, Changing Citizens’ Lifestyles
The century-old Suzhou Creek winds through Suhewan, a place that has nurtured Shanghai’s modernization process. Historical buildings are scattered everywhere, and it was once a cluster of old shantytowns.
In recent years, through sporadic urban renewal efforts, many old buildings in the Suhewan area have undergone facade renovations and internal structural optimizations, significantly improving residents’ quality of life. The second round of public consultation for the urban renewal of Block 65 in Jing’an District will be launched soon, which will effectively help residents achieve their dream of moving into new homes, bid farewell to aging infrastructure, and improve their living conditions.
Image of the Sihang Warehouse. Provided by Jing’an District.
Numerous historical buildings along the Suzhou Creek have also been revitalized through “restoration to their original state.”
The Fuxin Flour Mill, located by the Suzhou Creek, was originally the largest mechanized flour mill in the Far East. Its former site will now be repurposed as an office space for enterprises, contributing to the development of Suhewan’s headquarters economy. The Shanghai General Chamber of Commerce Building on North Suzhou Road, which witnessed the rise and fall of Shanghai’s national capital, has been renovated and reused as part of the Bellagio Hotel. The west wall of the Sihang Warehouse has been repaired, preserving 430 bullet holes to commemorate the 430 soldiers who died in the Battle of Sihang Warehouse. The Fotografiska Shanghai, formerly the Bai Kongjian Guang San Fenku built in 1931 and located by the Suzhou Creek, has been transformed into an ideal place for citizens to explore artistic concepts and cultural life. One of the most well-preserved Shikumen architectural clusters in Shanghai, Shenyu Li, has been relocated and rebuilt into a comprehensive business district integrating culture, art, commerce, and dining.
Suhewan. Provided by Jing’an District.
The revitalization of Suhewan’s waterfront is quietly shaping a new lifestyle for citizens. To bring people closer to the water and solve the problem of being “by the river but unable to see it,” Jing’an District has moved the flood prevention wall along the Suzhou Creek backward to create a “secondary flood prevention wall,” while the front section close to the water has been developed into a low, water-friendly landscaped platform for citizens to enjoy, bringing them closer to the water. Through the hollowed-out landscape belt, one can clearly see the shimmering water surface.
Since 2023, Jing’an District has comprehensively launched the creation of a “waterfront demonstration area” with fine management, carefully crafting this waterfront region. A stroll along the “popular route” of the Suzhou Creek reveals the warmth of meticulous management everywhere. MixC World has organically combined green parks with shopping malls, offering pet-friendly spaces and facilities, creating diverse consumption and leisure scenarios. Wireless charging seats equipped with solar panels address the urgent need for charging among citizens and tourists. Multiple drinking water stations are set up to provide a comfortable and worry-free experience for visitors.
Jing’an Joy City. Provided by Jing’an District.
The Beizhan Sub-district, where Suhewan is located, has established the “Suhewan Beizhan Art Alliance” and issued the “Beizhan Art Appreciation Passport” to citizens. With this passport, they can enter art institutions and venues such as the Ullens Center for Contemporary Art and the Wu Changshuo Haipai Art Space for free, allowing more citizens to encounter art right at their doorstep.
To make new employment groups feel the warmth of the city, Beizhan Sub-district has specifically opened a Party-mass service center to provide services such as drinking water, charging, and rest for delivery personnel, couriers, ride-sharing drivers, and other new employment groups. During non-delivery hours, delivery riders are often seen resting peacefully in the lounge area. To date, Jing’an District has established 393 such Party-mass service stations, providing transit and rest spaces for riders, delivery personnel, and other emerging employment groups.
The Anime Economy Injects New Vitality into Traditional Business Districts
As the “premier location for super IP launches,” Jing’an Joy City has always been a popular destination for anime enthusiasts. Statistics show that Jing’an Joy City hosts nearly 300 events annually, with over 30 international top-tier IP flash mob premieres.
Upon entering Jing’an Joy City, one is immediately greeted by a strong anime atmosphere. The Crayon Shin-chan theme exhibition is currently underway, attracting enthusiasts from across the country. Many cosplayers, with elaborate makeup and costumes, dress up as anime characters such as Tushan Susu and Mihaisa. A few weeks ago, some customers reported that young people were occupying the mall’s public restrooms for cosplay makeup and costumes. In response, the management department initiated a “makeup and costume convention,” allowing young people to apply makeup in designated areas but limiting the duration, thereby balancing the needs and experiences of different groups.
The anime culture has become a new consumption trend among Generation Z, and the “anime economy” has opened up new spaces for the integration of business, tourism, culture, sports, and exhibitions. This year, Jing’an Joy City has seen significant growth in both sales and footfall. To date, mall footfall has increased by over 30% compared to 2023, and overall sales have risen by nearly 45% compared to the previous year.
Behind the “anime-inspired transformation of traditional malls” lies the secret to stimulating consumption potential in business districts through emerging business models. To grasp new consumption trends and revitalize traditional business districts, it is essential to have insights into and an open mindset towards emerging business models.
Building the “Hundred-Billion-Yuan Business District” of Nanjing West Road. Provided by Jing’an District.
In recent years, the Nanjing West Road business district in Jing’an District has maintained continuous growth and is striving to become the first “hundred-billion-yuan business district” in Shanghai and even nationwide by the end of the 14th Five-Year Plan.
To further unleash consumption potential, the Nanjing West Road business district plans to advance the iteration of its functions through urban renewal, enhance the quality of its space and environment, and continuously create diverse consumption scenarios. Efforts will be made to innovate and enrich consumption offerings, such as deeply integrating business districts, commercial streets, and malls, and converting the footfall from events like the Shanghai International Sports Trend Culture Festival and the Jing’an International Light Festival into increased consumption. At the same time, more high-quality brands will be attracted to settle in Jing’an, and the “first launch – first store – first enterprise” landing chain will be established. Additionally, with a focus on consumer experience, efforts will be made to develop experiential business formats, vigorously promote the backstreet economy, and accelerate the development of Nanjing West Road’s unique commercial street district.
