On 4 July, the second Shanghai Summer “international consumption season” officially kicked off. The Shanghai Municipal Commission of Commerce notes that the event aims to promote inbound travel, with multiple activations and products highlighting Shanghai as a global travel destination.
One of the key highlights of this year’s Shanghai Summer is the official grand opening of the LEGOLAND Shanghai Resort, following a trial period. The new Shanghai theme park is the largest of the 11 LEGOLANDs worldwide, and on its opening day, 5 July, saw queue times ranging from 40 to 105 minutes. There will also be a half-price promotion on food and beverages, as well as gift sets for visitors under 12 between July and August.
One of the hottest brands of the moment, POP MART, also prepared special experiences for Shanghai this summer, from a pop-up shop for its THE MONSTERS IP, which includes the global phenomenon LABUBU, to the debut exhibition for SKULLPANDA, another popular IP. More collectible toy concept pop-ups and events will be hosted across various shopping centres in the city.
To leverage the “China travel” trend earlier this year, travel and food-ordering apps such as Umetrip, Amap and Dianping all introduced multi-language UIs. Meanwhile, a non-identity verified city-wide card is being introduced to visitors, which can be used for transport, shopping and dining. Tax-refund spots have also increased to 1,391, with self-service machines issuing VAT refunds at the point of purchase. Shanghai is addressing several inconveniences foreign visitors reported in previous China travel booms and is ready to welcome travellers with its experiences and destinations.