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SHANGHAI, April 19, 2025 — Summer consumer campaigns have historically been vital for economic growth. Now, Shanghai is taking center stage globally with an ambitious “urban consumption experiment.” On April 18, the 2025 “Shanghai Summer” International Consumption Season commenced at Xujiahui Centre, introducing innovative ideas like “240-Hour Products” and City Customised Events, with the goal of transforming the summer experience in retail, travel, and lifestyle.
The first “Shanghai Summer” campaign proved successful. According to China UnionPay, foreign card transactions increased by 68.2% during the 2024 event. Prominent commercial areas performed exceptionally well: Huaihai Road saw a 208.6% increase (average spend: RMB 1,597), while Lujiazui-Zhangyang Road experienced a 119.9% rise (average spend: RMB 1,998). The city’s total offline consumption reached RMB 815.9 billion, a year-on-year increase of 8.2%, with dining up by 26.9%.
In 2025, Shanghai will launch a series of international summer activities. “240-Hour Products” will combine premier city resources to provide international visitors with a comprehensive, immersive “starter kit” experience. China Eastern Airlines is offering direct discounts on group flight packages across 30 international routes, with support from smart mobility tools like English versions of Air Travel Assistant and AutoNavi Map.
Regarding payments, China UnionPay facilitates foreign card acceptance at 65,000 merchants throughout Shanghai. Visa is collaborating on “Payment-Friendly Zones” to improve QR code payments and tax refund processes for international tourists. A “Shanghai Summer” themed card and special spending offers further enhance this multi-channel payment system.
Travelers can take advantage of transport and retail perks with the “Shanghai Pass” one-day ticket, which is valid on the metro, ferry, and sightseeing tunnel. The travel platform Trip.com has introduced a “Discover Shanghai” page that includes “Shanghai Express” free city tours for a streamlined digital experience. Dining experiences have also been enhanced through multilingual menus and themed culinary campaigns by Marriott and Jin Jiang, offered in Chinese, English, and Korean.
Culture is a key focus this year. The 2025 “Shanghai Summer” will feature global lifestyle IPs, including immersive activations from Shanghai Disney Resort, the LEGO China-hosted “World Play Festival,” and POP MART’s “Summer Trend Play” campaign. By blending trends, food, music, and local creativity, the campaign will transform the city into a dynamic, multi-sensory celebration of summer—full of global appeal and urban excitement.
The official multilingual website is now live, offering an AI assistant and virtual avatar “Shanghai Xiaoxia” to assist with itinerary planning and interactive exploration. Global KOLs will participate in the campaign across platforms like Instagram, Xiaohongshu, and TikTok—bringing Shanghai’s summer atmosphere to the world.
From the first weekend in July to the second weekend in October, Shanghai is extending a fresh invitation to the world—a carefully planned urban journey that highlights the city’s international allure for shopping, leisure, and exploration.
Media Contact: Lulu
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