As the UEFA Euro 2024 approaches, the fervor of football is poised to ignite across the globe. To further disseminate football culture, B·Link Yangpu Park partnered with Shanghai Shenhua FC to inaugurate a "second stadium" in the park on June 7, introducing a Shenhua pop-up store to B·Link, allowing fans to experience the club's glorious history up close.

An interactive retrospective celebrates Shenhua's 30 years of glory

Coinciding with the 30th anniversary of Shenhua's founding, a Shenhua pop-up store was set up on site with a replication of the players' locker room, allowing visitors to experience Shenhua's glory and splendor all the way and to marvel at its treasured collections spanning three decades.

"Blue Devils" fans flocked for the experience. Here, you can not only purchase limited edition Shenhua merchandise, but also experience being a Shenhua press officer or a newly-signed player in the press room, reviving the thrill of the matches.

A football market blends trends and tradition

In tandem, a football-themed market was launched, featuring century-old British football brand Umbro, star card distributor DAKA, second-hand jersey consignment platform BALLO SPACE, and art production and restoration service Magic Capital, all contributing to a fusion of football and urbanity for visitors.

Here, visitors indulge in a culinary tour of authentic dishes from various countries, while also discovering creative offerings such as trendy sports-themed toys and artistic handcrafts, enriching the football experience with an artistic touch.

Emulating the European Cup: A park alight with football fever

Amid the fever of the European Cup, companies in B·Link Yangpu Park spontaneously initiated a mock European Cup tournament. The competition will feature 24 teams, with the kick-off and schedule mirroring that of the European Cup.

Sports rehabilitation companies in the park will also provide professional support for the players throughout the tournament, ensuring they showcase their full potential.

Cute Pet World Cup debuts with a new social experience charming all

In addition to the human players' competition, this football extravaganza also featured a "Cute Pet World Cup" session, with adorable furry companions joining as part of this football carnival.

Engaging activities such as pet football cosplay, talent shows and best outfit selection allowed pets to flaunt their unique charm. In this setting, pets are celebrated as cherished family members and ambassadors of friendship.

A public welfare campaign spreads health and joy

While enjoying the fun of football, the park initiated the "Happy Public Welfare Life Home" campaign in conjunction with institutions like the Xijing Women and Children Service Center and Yi Shi Sleep Health Management. They offered a range of public welfare experiences, including emotional management, expression and empathy and sleep quality management, aiming to promote a healthy and joyful lifestyle and provide strong support for the physical and mental health of modern families.

The launch of the Shenhua pop-up store and the football events will not only provide fans with a summer of revelry, but also further promote dissemination and development of football culture, according to a head of the park.

Location of Shenhua Pop-up Store

B·Link Yangpu Park (Phase II)

(Sunken Square, 221 Huangxing Road)

Open from June 7 to July 14

Closed on June 23, 30 and July 7

Business Hours: 11:00-14:30 16:30-19:00