2024 Interview with District Party Secretary: How is the Anime Culture Transforming Traditional Business Districts 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 has been the birthplace of Shanghai’s national industry. How can historical buildings be revitalized to meet the leisure and cultural needs of modern citizens? How to maintain the vitality of core business districts and stimulate consumption potential? 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 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 transformation story of Jing’an Suhewan.
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 drive the functional iteration 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 backstreets. At the same time, efforts will be made to accelerate the clustering of high-end consumer brands and promote more debut exhibitions and shows, continuously stimulating consumption with 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 forms through the integrated development of 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 customer footfall 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 Carefully Crafted, Changing Citizens’ Lifestyles
The century-old Suzhou Creek flows through Suhewan, a place that has nurtured Shanghai’s modernization process. Historical buildings are scattered everywhere, and it was once a densely populated area 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 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.
A number of historical 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 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 Bvlgari 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. The Fotografiska Shanghai, formerly the Baikongjian Guangsan Branch established in 1931, has been transformed into an ideal place for citizens to explore artistic concepts and cultural life. One of the best-preserved Shikumen building complexes in Shanghai, Shenyu Li, has been relocated and rebuilt into a comprehensive business district 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 to create a “secondary flood prevention wall,” while the front section close to the water 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 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. Strolling along the “popular route” by the Suzhou Creek, one can see the warmth of meticulous management everywhere. The MixC World mall organically combines green parks with shopping areas, providing 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 ensure a comfortable and hassle-free visitor experience.
The Sub-district Office of Beizhan, 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 School of Shanghai-Style Art Space for free, allowing more citizens to encounter art close to home.
To make newly employed groups feel the warmth of the city, the Beizhan Sub-district Office 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 employment groups.
Anime Sparks New Vitality in 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.
Stepping into 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 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 for a limited time to balance the needs and experiences of different groups.
Anime has become a new consumption trend among Generation Z, and the “anime economy” has opened up new spaces for the integrated development 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 customer footfall. As of now, 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 forms. How to grasp emerging consumption trends and revitalize traditional business districts? This requires an understanding of emerging business forms and an open mindset.
Building the “Hundred-Billion-Yuan Business District” of Nanjing West Road
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 the country by the end of the 14th Five-Year Plan.
To further unleash consumption potential, the Nanjing West Road business district plans to advance functional iteration through urban renewal, enhancing the spatial and environmental quality of the business district. At the same time, efforts will be made to create diverse consumption scenarios, innovate in consumption highlights, and enrich consumption offerings. This includes deeply integrating 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 “debut-first store-first enterprise” launch chain will be established. Furthermore, focusing 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.
