At the crossroads where five roads meet, each "corner" is home to a unique consumer complex. In Shanghai's oldest urban sub-center, Wujiaochang, a vibrant and youthful cultural experience is taking shape. New cultural companies, like Bilibili, are continuously generating new IPs, which are ingeniously turned into products like fridge magnets and acrylic badges by Invengo. Just a short distance away, in venues such as the Bailian ZX Fun Center and GUGUGUGU Store, these products make their debut through exciting pop-up events and exclusive launches…

Wujiaochang has emerged as a new engine of urban consumption, thanks to its unique "goods creation, cultivation, and consumption" ecosystem. During the Spring Festival holiday, the Wujiaochang city-level commercial center saw a remarkable consumption volume of 157 million yuan, up 5.2% year on year. In 2024, Yangpu, where Wujiaochang is situated, led all central urban districts of Shanghai in retail sales growth, with an impressive increase of 3.2%. As the city transforms into a space of shared emotions, cultural consumption has taken on a youthful and dynamic edge, propelling innovative consumption models to break new ground, capture widespread attention, and expand beyond borders.

Cultural consumption is getting "YOUNG" — now you can grab some goods and catch a movie in a café

As soon as Miss Chen, a young consumer born in the 2000s, entered the Bailian ZX Fun Center, she felt a sense of total immersion. A devoted fan of Japanese director Makoto Shinkai, she made a beeline for the world's first Shinkai-themed café. There, she savored a cup of "Starfall Ground", which came with a special scene transparency card. She then joined other fans to watch the movie Your Name. This place is perfect for meeting people who share my interests," she said.

The idea of selling goods and watching movies in a café seemed daring even to Cai Gongming, Founder of GUGUGUGU. With a background in film publicity and distribution and no prior experience in retail or mall businesses, Cai has ridden the wave of the booming "goods economy". He has not only opened dozens of stores across China, starting in Shanghai, but also turned the café into a hub where Makoto Shinkai can interact with and even hold salons with Chinese fans. It has become a hotspot for integrating IP-driven businesses.

"Initially, Makoto Shinkai said no. As a Japanese animation director, he felt his global flagship should debut at home. But we showed him our vibrant consumer scene - unmatched anywhere. He was won over and even made a special video for the launch," Cai said.

Since its re-launch last December, the Bailian ZX Fun Center has set the pace for youthful spending in Wujiaochang. With over 60 trendy brands - 80% of them first-timers - it has become a go-to spot for the young crowd. During the Spring Festival holiday, sales soared by 25.7% and visitor numbers by 89.7%.

Hu Ting, deputy general manager of the project, reminisced about the day when the limited-edition IP was launched. Anime fans queued up in long lines, stretching from the second floor's "Menggou" section of the mall to the first floor and then out onto the street. After purchases, these fans would gather on the circular platform outside the Goods Store, swapping their favorite items.

Selecting IPs and goods is far from straightforward. From the first-generation virtual idol Hatsune Miku to the exclusive acrylic plates of the hit game Arknights; from Ne Zha blind boxes vanishing at launch to screens playing "cult-favorite clips", Hu and her team work tirelessly to resonate with every fan community to ensure a delightful experience for all.

"Now that Goods Stores are a common sight, customers are more discerning, seeking sincerity and satisfaction. This is something that can't be replicated online. It's their passion that brings people together in urban consumption spaces, where they willingly immerse themselves and pay for the joy," Hu noted.

The five "corners" are all eagerly diving into the new economy, with the "core area of the global ACGN city" redefining urban consumption spaces. Building C of Wanda Plaza is set to undergo a complete transformation into an ACGN-focused format. Hopson One will concentrate on pop-up events like ACGN fashion and cultural art exhibitions to draw crowds to the business district. Bailian Youyicheng Shopping Mall will tailor a pan-ACGN format to appeal to young consumers. Suning will capitalize on its strengths in electronics to offer gaming zones. Meanwhile, Daxue Road will welcome numerous "Goods Stores" and create a "pain street", among other initiatives. "We've dedicated 50,000 square meters of commercial space in the Wujiaochang business district to emotional consumption," noted Qin Heng, Secretary of the Party Work Committee of Wujiaochang Sub-district.

2 square kilometers: Driving the synergy of commerce, industry, and urban areas

Strolling between Wujiaochang and KIC, one can vividly experience the synergy of commerce, industry, and urban areas.

Bilibili and Papergames are continuously churning out new IPs, fueling innovation with their original spirit. They collaborate with nearby Invengo to jointly develop new goods. Once completed, they can launch pop-up events and exclusive premieres at the Bailian ZX Fun Center just a few hundred meters away.

Within this compact 2-square-kilometer zone, the entire lifecycle of goods creation, cultivation, and consumption has formed a seamless loop. "The Fun Center is strategically located in the Wujiaochang business district, adjacent to the headquarters of Bilibili and Papergames. It benefits from a robust consumer base, vibrant cultural atmosphere, and solid industrial foundation, all while leveraging ACGN as a new driver for regional economic growth," said Hu.

Like the Fun Center, Invengo has also established its "goods" headquarters in Yangpu. This private enterprise, a powerhouse in the "goods" industry, partnered with Shanghai Disney Resort to create the "Magic Passport", which quickly became one of the resort's top ten bestsellers in its debut year. It also designed commemorative badges with the Zhejiang Provincial Museum that have consistently topped social media trends.

As of the end of 2024, Invengo has forged deep partnerships with over 600 attractions nationwide, such as Oriental Pearl Tower, Mount Emei, Kuanzhai Alley, Shanghai Natural History Museum, and Sanxingdui Museum. It offers AIoT + experiences to amusement parks across the country, achieving near 100% network coverage and reaching over 1 billion tourists.

"'Made in China' is unlocking the DNA of civilization. Each 'seed' has the potential to grow into a towering tree of cultural confidence," said Xu Chaoyang, Chairman of Invengo.

With over 8,000 digital economy companies, up nearly 20% year on year, and a tax contribution exceeding 40%, the software and information service industry generates nearly one fifth of the city's total revenues. This thriving "goods" ecosystem is deeply rooted in Yangpu's dynamic digital economy. Invengo's Shanghai office is situated in KIC, a hub for both cultural creativity and tech innovation. This vibrant ecosystem allows companies to form seamless "upstream-downstream" relationships. Through resource sharing, collaborative technology, and cross-industry partnerships, the efficiency of technology transformation is significantly enhanced.

In this vibrant hub, 180,000 college students are not just consumers - they are also the creative force behind the ACGN industry. Bilibili stands as the premier destination for ACGN fans in China, boasting a staggering 340 million monthly active users. Papergames has given birth to globally recognized IPs like "Miracle Nikki", amassing nearly 400 million registered users across the planet. Meanwhile, Perfect World's games have made their mark in over 100 countries and regions worldwide.

According to Zhou Ling, Director of the Yangpu Commission of Commerce, the vision for creating the core area of the "Global ACGN City" in Wujiaochang is clear: To draw crowds to the entire business district and supercharge offline sales with the power of online IPs. It is also about providing a physical showcase and interactive environment for ACGN content creators, leveraging offline spaces to fuel the digital sector. "Our goal is to seamlessly merge the ACGN industry with traditional businesses and drive a groundbreaking, dimension-breaking synergy."

Beyond the "thrill of 29.9 yuan", China's cultural wave brings "tech + culture" to the world stage

The frenzy over "goods" is traditional culture shining brighter than ever.

Take Bilibili's goods store at the Bailian ZX Fun Center: Goods related to the animated series Yao-Chinese Folktales were a top seller. This series co-produced by Bilibili spans from mythical beings to futuristic science fiction. It reimagines tradition with a distinctly Chinese twist, fully embracing the storytelling theme of "tales" and earning rave reviews. Recently, the trailer for "Strange Stories from China 2" reignited the buzz.

Bilibili has steadfastly devoted resources to nurturing domestic animation, ceaselessly presenting original animated content. The platform introduced a specialized "Chinese Animation" zone in 2017. Over the span from 2018 to 2024, Bilibili produced a cumulative total of 642 domestic animation titles, with 78 of them being original animations. "To preserve traditional culture, the key lies in capturing the hearts of the younger generation. Only when they embrace it can traditional culture truly thrive," emphasized Chen Rui, Chairman of Bilibili.

Beyond the simple pleasure of a 29.9 yuan price tag, "Small Goods" represents an urban space meticulously designed for young people. It serves as a tangible hub for the hit IPs of traditional culture and paves the way for more Chinese narratives and innovations to step onto the global stage, creating entirely new contexts for their international journeys.

In late December 2024, within an international amusement park in Hong Kong, China, a novel phenomenon captured the imagination of visitors. Self-service kiosks, each themed differently, were dispensing an array of collectible coins that quickly became the talk of the town. These machines, masterminded by Invengo, not only became instant hits for photos but also quietly marked a new era for Chinese cultural and creative exports.

The name "Invengo" is more than just a label; it is a manifesto. Merging "Innovation" with "Go", it embodies the spirit of "embarking on a global journey with innovation as the vessel". "Where the international market has left gaps, we see opportunities for innovation," Xu Chaoyang declared with pride. The new wave of Chinese cultural exports is no longer about being the silent manufacturer behind other brands; it is about introducing a bold new paradigm that marries "technology" with "culture".

Century-old new belt, dynamic vanguard: The latest "One River, One Creek" plan has set forth new ambitions for the development of Yangpu Riverside, including the creation of a spiritual stronghold for Generation Z. Yangpu is committed to fostering and expanding new cultural business, leveraging the robust digital economy and the clustering of leading enterprises. By seizing the opportunity to build the core functional area of the "Global ACGN City", the district aims to boost the cultural sector with digital innovation, catalyzing the emergence of new scenarios and areas.