On the night of September 26, the Happy Summer Shanghai · Show Bund German Beer Festival kicked off at Oriental Fisherman's Wharf in Yangpu Riverside. Zhu Min, Secretary of the Party Leadership Group and Director of the Shanghai Municipal Commission of Commerce; Xue Kan, Secretary of the CPC Yangpu District Committee; Zhou Haiying, Deputy Secretary of the CPC Yangpu District Committee and Head of Yangpu District; Liu Jinyuan, Deputy Head of Yangpu District; Vidavone KEOBOUNKHONG, Consul General of Laos in Shanghai; Isaac Chan, Deputy Consul General of the Singapore in Shanghai; Uwe Koch, Head of Cultural, Science and Technology Affairs at the Consulate General of the Federal Republic of Germany in Shanghai; Jan Harder, Deputy Dean from the German side of Tongji University's Sino-German College; Anders Sloth Nielsen, Consul at the Consulate General of Denmark in Shanghai and Executive Director of the Innovation Centre Denmark; Dong Yini, Director of AHK Greater China; and Ding Weidong, President of Hongjiu Group, attended the event to celebrate the festive occasion.

At the scene, officials and executives, such as Zhu Min, Xue Kan, Zhou Haiying, Liu Jinyuan, Vidavone KEOBOUNKHONG, Isaac Chan, Anders Sloth Nielsen, Dong Yini, and Ding Weidong took to the stage to release balloons into the sky, while Uwe Koch and Jan Harder added to the merriment by tapping barrels below, together launching the Happy Summer Shanghai · Show Bund German Beer Festival.

In his speech, Liu Jinyuan said that hosting the Happy Summer Shanghai · Show Bund German Beer Festival is a significant step for Shanghai to deepen international exchanges, promote Sino-German friendship, and sustain collaborative innovation.

He looked forward to everyone partaking in the jubilant spirit of the festival, enjoying beer, delectable cuisine, visual displays, and melodies, and experiencing an exuberant and happy summer. He assured that Yangpu will always extend genuine and warm support to friends and investors to thrive and lead a fulfilling life in the district.

Dr. Thomas Meurers, Chief Technology Officer for Continental Automotive China, said that Yangpu has always been very caring towards German companies like Continental, and the cooperation and friendship between the two sides have been growing vigorously. This event made them feel the warmth of home while being far away.

The ambience was vibrant and joyful, adorned with a kaleidoscope of decorations and flags fluttering in the breeze, creating an atmosphere rich in German tradition that harmoniously blended with the enchanting landscape of the Show Bund. Following the kickoff ceremony, the leaders and guests strolled through the marketplace exhibition area amidst lively music. The booths showcased an array of items, ranging from traditional handmade ornaments and crafts to culturally inspired creative products that each carries the historical changes and cultural charm of Yangpu.

The Happy Summer Shanghai · Show Bund German Beer Festival is set to run through October 6, offering visitors an opportunity to indulge in German beer and delicacies, witness interactive German performances, experience genuine German culture, stroll along the riverside at night, and join in the revelry brought by German wine and delicacies. As we commemorate the 5th anniversary of the people's city concept, Yangpu is rolling out a suite of events that blend business, travel, culture, sports and exhibitions under the theme of "Exploring Digital Yangpu". The festival is a key event that highlights Yangpu's openness and youthful vitality. As one of the 58 key events of the 1st "Shanghai Summer" International Consumption Season, the festival is designed to arouse consumption vitality, promote consumer brands, and create a grand event featuring beer, gourmet food, light and shadow, and music. Visitors can immerse themselves in the Yangpu Riverside experience, savor German beer, and enjoy the pleasure of consumption, making their own summer memories.