2024 Interview with District Party Secretary: How Did the Anime Culture Transform Traditional Business Districts with a 30% Increase in Customer Flow?
The Century-Old Suzhou Creek Ebbs and Flows: The Transformation of Suhewan, a 6.3km Waterfront Area and Former Incubator of Shanghai’s National Industry
How can historic buildings be revitalized to meet the modern citizens’ needs for leisure and spiritual culture? 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融媒体 interviews. On December 3, Yu Yong, the Party Secretary of Jing’an District, appeared on the program, visiting Suhewan MixC World and Jing’an Joy City to share the story of the district’s transformation.
In response to a question from Shanghai Dajiaodian and The Paper about how to unleash the consumption potential of the “Nanjing West Road’s ‘100 billion business district’,” Yu Yong said that urban renewal would drive the functional iteration of the Nanjing West Road business district, focusing on improving the quality of the main street’s core area and the complementary functions of 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 new business model of integrated tourism, culture, sports, and exhibition. As the “premier location for super IPs,” Jing’an Joy City has achieved significant growth in both sales and customer flow through its unique anime 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 Meticulously Crafted, Changing Citizens’ Lifestyles
The century-old Suzhou Creek flows through Suhewan, a place that nurtured Shanghai’s modernization process. Historic buildings are scattered here, and it was once a gathering place for old shantytowns.
In recent years, through sporadic old 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 65th neighborhood in Jing’an District will soon initiate the second round of consultation on old urban renewal, effectively helping residents achieve their dream of new homes, bidding farewell to aging infrastructure, and improving living conditions.
A plethora of historic buildings along the Suzhou Creek have also been revitalized through “restoration to their original state.”
The Fuxin Flour Mill, located on the banks of the Suzhou Creek and formerly the largest mechanized flour mill in the Far East, will be repurposed as an enterprise office space, 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 in the Sihang Warehouse Defense Battle. The Fotografiska Shanghai, formerly the Bai Kongjian Guangsan Branch built in 1931, has been transformed into an ideal place for citizens to explore artistic ideas and cultural life. Shenyu Lane, one of the most well-preserved Shikumen building clusters in Shanghai, has been relocated and rebuilt into a comprehensive business integrating culture, art, commerce, and dining.
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, designing it as a “secondary flood prevention wall,” while the front part close to the water body has been developed into a low, water-friendly landscape platform for citizens to enjoy, bringing them closer to the water. Through the hollowed-out landscape belt, one can clearly see the sparkling waves on the water surface.
Since 2023, Jing’an District has comprehensively launched the creation of a “waterfront demonstration area” for meticulous management, carefully crafting this waterfront area. Walking along the “popular route” of the Suzhou Creek, one can see the meticulous management everywhere. The MixC World mall organically combines green parks with shopping, offering pet-friendly spaces and facilities, creating rich consumption and leisure scenarios. Wireless charging seats equipped with solar panels solve the urgent need for charging for citizens and tourists. Multiple drinking water stations are set up to provide a comfortable and worry-free experience.
The Beizhan Street, 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 Hai School Art Space for free, allowing more citizens to encounter art near their homes.
To make newly employed groups feel the warmth of the city, Beizhan Street 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, delivery riders are often seen resting peacefully in the lounge area. To date, Jing’an District has 393 such Party-mass service stations, providing transit and rest spaces for riders, delivery personnel, and other emerging employment groups.
Anime 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 anime atmosphere. 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 Tu Shan Susu and Mi Haisha. A few weeks ago, some consumers reported that some young people were occupying the mall’s public restrooms for cosplay makeup. In response, the management department initiated a “makeup convention,” allowing young people to apply makeup in designated areas but not for too long, thus balancing the needs and experiences of different groups.
Anime has become a new consumption trend for Generation Z, and the “anime economy” has opened up new spaces for the integrated development of tourism, culture, sports, and exhibitions. Since the beginning of this year, Jing’an Joy City has seen significant growth in both sales and customer flow. As of now, the mall’s customer flow 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? This requires an understanding of emerging business models and an open mindset.
Building Nanjing West Road into a “100 Billion Business 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 “100 billion business district” in Shanghai and even the whole country 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, enhancing the quality of its space and environment. At the same time, it will continue to create diverse consumption scenarios, capture innovative consumption highlights, and enrich consumption offerings. This includes deeply integrating business districts, commercial streets, and malls, converting the foot traffic from events such as the Shanghai International Sports Trend Culture Festival and the Jing’an International Light Festival into increased consumption. Efforts will also be made to attract more high-quality brands to settle in Jing’an, streamline the process for “first launches, first stores, and first enterprises,” and prioritize consumer experience by focusing on the development of experiential commercial formats and vigorously promoting the construction of特色commercial streets in Nanjing West Road.
