Renowned for its versatility, the "15-minute community life circle" boasts a wealth of public spaces and a myriad of choices designed to satisfy the diverse needs of people of all ages within the circle. From various pop-up markets and delightful cafes, each uniquely beautiful in its own way, to the excitement discovered in the science and technology innovation block while strolling through the streets. Even in haste, people still take time to snap photos and check in at locations, where one might test-drive a new car right at the garden gate. The "service list" in the hands of social workers becomes the "wish list" of the elderly. With 20 years of experience in social work, she hopes to find new professional value within the community.

Recently, Shanghai has launched this year's action plan for the "15-minute community life circle." As a new practice in the People’s City, looking towards the future, how can our district leverage this "15-minute community life circle" to carve out a higher quality of life for its residents and unveil more "new possibilities"?

"In the Circle, One Selects One's Own 'single Ladle of Drink' from the 'endless Waters'"

From the varied pop-up markets to the uniquely charming cafes... as one meanders through the streets, more surprises await in the science and technology innovation block.

Accompanied by his family of four, Mr. Li marks his weekends on University Road. "The kids want to play, my wife wants to shop, and University Road, with its youthful vibe, caters to different age groups," Mr. Li notes.

Last weekend, Mr. Li and his family encountered a touch of spring’s "brilliant yellow" at the "Sally Yellow Market"—a brand-new pop-up market that offers a healing visual experience and an engaging blend of story and social interaction, drawing numerous citizens and tourists.

This market represents a novel attempt by KIC to collaborate across brands, aiming to create mutual commercial value between unique vendors and partnering brands, allowing these brands to further penetrate the lifestyles favored by the youth.

"Science and technology innovation + cultural creativity" linked development, both online and offline, fosters the creation of multi-functional urban public spaces and commercial settings... Our district has consistently adhered to the "tri-area linkage" philosophy, vividly displayed on the temporary pedestrian street of University Road. In 2023, University Road's temporary pedestrian zone hosted 29 themed markets throughout the year, involving multiple cross-industry brands in collaborative and co-branded activities, with participation exceeding 2.6 million people.

Coffee, an important vessel for Shanghai culture, finds a perfect home on University Road, which embodies a blend of artistic flair, technological sophistication, and everyday charm, attracting numerous young coffee enthusiasts.

Just recently, the "Spring Coffee Festival" kicked off in Shanghai as a precursor to the fourth annual Shanghai International Coffee Culture Festival. The event unveiled a spring coffee map and invited numerous coffee aficionados to explore. Among the highlights on this coffee map, University Road stands prominently. Ms. Li, a seasoned coffee lover, shared, "The map features many hidden gem coffee shops; I plan to visit them whenever possible, eager to taste various coffee flavors."

University Road's numerous coffee shops participated in this "Spring Coffee Festival." From May 1-5, the public review platform hosted three pop-up activities on University Road, Yongkang Road, and Wukang Court, creating a "coffee carnival" that allows citizens and tourists to fully experience Shanghai's coffee culture.

With various pop-up markets and delightful cafes... the future holds more surprises on University Road. According to sources, KIC will continue to leverage the natural advantages of the "tri-area linkage," in collaboration with Wujiaochang Street and other diverse partners, to explore new IP play methods and promote integration with the public community, enabling more citizens and tourists to find their "single ladle of drink" from the "endless waters" at University Road.

Rushing Yet Never Forgetting to Snap Photos: Test Driving New Cars Right at the Garden Entrance

During the recent peak morning hours, a visit to Meet678 in Jiangwan would invariably showcase a scene where park youth employees, despite their hurried strides, still take the time to snap photos and check in. Their focus of interest? The domestic new energy vehicle — the Xiaomi SU7.

We have learned that the vehicle exhibition's first day of scheduled test drives was fully booked, clearly demonstrating the Xiaomi SU7's appeal to the younger demographic.

Predominantly composed of Generation Z, this youthful cohort possesses high educational qualifications and shows a great openness to new concepts and innovations, alongside a robust demand for social interaction, quality life, and cultural experiences.

Positioned as "the vibrant crossroads of youth," Meet678 spans an impressive 22,000 square meters, infusing 'internet factors' into product creation and scene operation. It features a plethora of flagship and innovative concept stores, with new stores making up about 75% of its offerings, all dedicated to creating a 'social interaction energy field' focused on a young clientele. "Meet678 is not just an extension of the daily workspace and social interaction for young people; it distinctly embodies their lifestyle methodologies and cultural attitudes," stated a responsible person from Meet678.

This project neighbors numerous emerging internet enterprises and is surrounded by well-known institutions such as Fudan University, Tongji University, and Shanghai University of Finance and Economics. Within a one-kilometer radius, the population reaches a high of 110,000 people, and within three kilometers, it exceeds 850,000 people, adding a richly innovative hue to our district's "15-minute community life circle."

With its elements of flagship stores and popular brands, since its opening, Meet678 has been actively engaging with Douyin to leverage cross-industry resources, continually initiating cross-boundary collaborations that break traditional commercial operational frameworks. We have learned that besides the automobile exhibition, from mid-April to May 19, Meet678 has also planned markets with themes ranging from beauty products to cute pets, aiming to engage with the young customer base through valuable content dissemination and interactions.

Social Organizations: Not Just Participants in Public Welfare Activities, but also Promoters and Advocates

The "service list" in social workers' hands is essentially the "wish list" of the elderly.

Ms. Qiu, a resident of Tie Village and a health enthusiast, not only focuses on her own well-being but also frequently educates her elderly neighbors about healthy living methodologies. Observing some elderly neighbors becoming resigned to aging and reluctant to leave their homes, Ms. Qiu became concerned and approached the Youth Connection Social Work Firm, asking, "They won't listen to what I say; could we possibly invite an expert to give us a lesson on health knowledge?"

Since last October, the Wujiaochang Street Community Service Office has been implementing the "Silver Age Partners" special care plan for the elderly community, promoting the integration of volunteer services with elder care services. This initiative aims to empower healthy seniors to remain active and ensure that older, solitary individuals feel cared for, continually fulfilling the social service needs of the elderly and genuinely enhancing their quality of life.

The Youth Connection Social Work Firm, a key executor of the "Silver Age Partners" plan, responded immediately upon hearing Ms. Qiu's request. A lecture on dementia prevention—scientifically safeguarding brain health—was organized in Tie Village. The session covered the basic concepts of dementia, its mechanisms of onset, and common symptoms. "The elderly must particularly focus on mental labor, such as reading, learning, and thinking, to delay brain aging," Ms. Qiu emphasized to her elderly neighbors while attentively participating in the lecture.

Today, activities specifically tailored for the elderly within the community are plentiful. How does the "Silver Age Partners" plan entice seniors to step outside their homes and participate? We've discovered that the activities and services provided are derived from preliminary research conducted among the elderly. Rather than just a service list, it’s more apt to call it the seniors’ "wish list." "I have mobility issues and hope someone can help me with picking up prescriptions and buying groceries," "I want to keep up with the times; I’m not yet adept with smartphones and would appreciate more young people teaching me," "I don't have many desires; I just want someone to talk to more often"... Like Ms. Qiu, these simple wishes of the elderly are individually claimed by volunteers and swiftly "arranged."

On one hand, Ms. Qiu busily recharges herself, while on the other, eight elderly couples in the community document the splendor of spring. Personnel from the Youth Connection Social Work Firm visit to take complimentary artistic photographs for the seniors, capturing their moments of happiness. "This has been a wish of mine for a long time. When we were young, we only took a photo for our marriage registration and never again. To have weathered many years and still have my spouse by my side is the greatest happiness," says Mr. Ni, a resident.

The Youth Connection Social Work Firm, serving as a hub-type social organization, not only participates in public welfare activities but also plays the roles of promoter and advocate.

Jin Xiaoping, the secretary of the Party branch and chairman of the Youth Connection Social Work Firm, says, "This year, we will continue to harness diverse forces, convening caring enterprises and individuals to participate in community public welfare services, coordinating with the local authorities to carry out various public welfare service projects, fulfilling our social responsibilities."

How Does She, With 20 Years of Experience in Social Work, Seek to Realize New Professional Values Within the Community?

Carefully selecting flowers and leaves, Ms. Fang, a resident, uses tweezers to place them piece by piece onto the base of a lamp, securing them with glue... In the DIY pressed-flower lamp-making activity, Ms. Fang learns with particular diligence. "This craft was part of our childhood, unseen for many years. Now, making pressed-flower lamps again, it’s truly enjoyable."

The implementation of the "Silver Age Partners" special elderly care plan has continually enriched and fulfilled many seniors' community lives.

In recent years, various social organizations on Wujiaochang Street have actively participated in community self-governance and co-governance. Besides elder services, they have engaged in community aid, employment services, and the installation of elevators, among others. How can we further promote the healthy development of social organizations and enable them to play a more active role in every field of urban construction?

From a full-time social worker to the leader of a social work team, and a top talent in social work in Yangpu District, this year marks Jin Xiaoping’s 20th anniversary in social work. Recently, at a symposium for social organization representatives held on Wujiaochang Street, Jin Xiaoping and her peers, who are also active on the front lines of community service, spoke freely about community governance.

Jin Xiaoping, among the first batch of social workers in Shanghai, has been dedicated to youth social work on Wujiaochang Street since joining the workforce in 2004. In 2018, with support from the street office, she registered and established the "Shanghai Yangpu District Youth Connection Social Work Firm." Today, "Youth Connection" has evolved into a 4A-level social organization and has established its own Party branch.

Despite the institution's growth, Jin Xiaoping faces annual challenges with talent retention. She candidly expresses, "The overall income for social workers isn't high, nor is their social status, and without projects or funding, there's no way to improve their earnings." Jin hopes that the government will provide more support to social workers in the talent development mechanism. Beyond professional training, she advocates for giving social workers more opportunities to engage in various educational activities and for improving their compensation standards. Simultaneously, she stresses the importance of creating a public opinion environment that reflects the social value of social work, to inspire motivation and vitality among social workers.

Dai Yu, chairman of the Shanghai Chengyi Community Development Promotion Center, shares Jin's concerns. "For example, the Party organization work in emerging fields is definitely a priority, but there is no clear mechanism yet for ensuring the development or training of Party members within social organizations," Dai notes. His institution consistently works on large-scale data analysis reports of community demographics, hoping to use this resource to aid neighborhood committees in their efforts.

Within the jurisdiction of Wujiaochang Street, where enterprises, technology parks, and commercial buildings are clustered, the high degree of integration of commercial areas, parks, and school zones makes governance challenging and service demands high. A responsible person from Wujiaochang Street remarked, "Social organizations are valuable assistants to the street. They have made positive contributions to community governance." The street will continue to create growth opportunities for social organizations, promoting their healthy development in participating in the construction of a diverse co-governance social governance framework, actively engaging and realizing their value.

Jin Xiaoping says she has always harbored a passion for public welfare and dreams of making a difference through social work. She is committed to helping more people understand, appreciate, and join the field of social work.