2024 Interview with District Party Secretary: How Did the Anime Culture Boost Customer Flow in Traditional Business Districts by Over 30%?

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 industries. 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 Dadiaoyan, The Paper, and Shanghai People’s Radio Station jointly launched the “2024 Dialogue with District Party Secretaries” series of media 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 Dadiaoyan 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 functional iteration and upgrading of the Nanjing West Road business district, focusing on improving the quality of the main street’s core area and promoting functional linkage and complementarity with the back streets. At the same time, efforts will be made to accelerate the clustering of high-energy consumption 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 new business models that integrate business, tourism, culture, sports, and exhibitions. As the “premier location for super IPs,” Jing’an Joy City has achieved significant growth in both sales and footfall through its distinctive anime economy. By grasping the trends of Generation Z and new consumption dynamics, and actively holding popular IP flash mob events with both popularity and quality, it will better attract young people and open up new spaces for commercial development.

Waterfront spaces have been carefully crafted, changing the lifestyle of citizens.
The century-old Suzhou Creek, with Suhewan as its highlight. This place has nurtured the process of Shanghai’s modernization, dotted with historical buildings, and was once a concentration of old shantytowns.

In recent years, through scattered 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 the problem of aging infrastructure, and improve their living conditions.

Image of the Sihang Warehouse. Provided by Jing’an District.

A series of historical buildings along the Suzhou Creek have also been revitalized through “restoration to their original state” and given new life through adaptive reuse.
The Fuxin Flour Mill, originally the largest mechanized flour mill in the Far East, located by the Suzhou Creek, will 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 heroes who sacrificed their lives in the Battle of Sihang Warehouse. Located by the Suzhou Creek, the Fotografiska Shanghai, formerly the Bai Kongjian Guang San Fenku built in 1931, has been transformed into an ideal place for citizens to explore artistic concepts and cultural life. Shenyu Lane, one of the best-preserved Shikumen building clusters in Shanghai, has been relocated and rebuilt into a comprehensive business integrating culture, art, commerce, and dining.

Suhewan. Provided by Jing’an District.

The waterfront of Suhewan is being reborn, 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 waves on the water surface.

Since 2023, Jing’an District has comprehensively launched the creation of a “waterfront demonstration area” with fine management, carefully crafting this waterfront area. Walking along the “popular route” of the Suzhou Creek, one can see the warmth of meticulous management everywhere. The MixC World mall organically combines green parks with shopping centers, offering pet-friendly spaces and facilities, creating rich 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 hassle-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 Viewing 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 School of Shanghai-style Art Space for free, allowing more citizens to encounter art right at their doorstep.

To make newly employed groups feel the warmth of the city, Beizhan Sub-district has specially 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 newly employed groups. During non-delivery hours each day, delivery riders can often be 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 employed groups.

The anime economy stimulates new vitality in traditional business districts.
As the “premier location for super IPs,” 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.

Walking into Jing’an Joy City, one is greeted by a strong sense of anime culture. The Crayon Shin-chan theme exhibition is currently underway, attracting enthusiasts from all over the country. Many cosplayers, with exquisite makeup and costumes, dress up as anime characters such as Tushan Susu and Mihai Sha. A few weeks ago, some consumers reported that some 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 not for too long, thus 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 and linkage of business, tourism, culture, sports, and exhibitions. Since the beginning of this year, Jing’an Joy City has seen significant growth in both sales and footfall. As of now, the mall’s footfall has increased by over 30% compared to 2023, and overall sales have increased by nearly 45% compared to 2023.

Behind the “anime-inspired transformation of traditional malls” lies the secret to stimulating consumption potential in business districts through emerging business models. How to grasp emerging consumption trends and revitalize traditional business districts with new appeal? This requires an understanding and 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 rely on urban renewal to promote functional iteration and upgrade the business district, enhancing its spatial and environmental quality. At the same time, efforts will be made to continuously create diverse consumption scenarios, seize innovative consumption highlights, and enrich consumption offerings. This includes deeply linking business districts, commercial streets, and malls to convert the footfall from events such as the Shanghai International Sports Trend Culture Festival and the Jing’an International Light Festival into increased consumption. Additionally, 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. Furthermore, the focus will be on consumer experience, emphasizing the development of experiential commercial formats and vigorously promoting the backstreet economy to accelerate the construction of distinctive commercial streets in Nanjing West Road.