From April 24 to 26, the "National Trend New Selection" innovation showcase for Shanghai's state-owned heritage brands commenced at the No.1 Department Store commercial center. A pop-up market located on Liuhe Road, off Nanjing East Road, featured time-honored brands across sectors including food and beverage, daily chemicals, textiles and apparel, stationery, and healthcare, allowing the public to experience the renewed appeal of these enterprises up close.
The event, organized by the Shanghai State-owned Assets Supervision and Administration Commission, aimed to promote innovation achievements, facilitate exchange among heritage enterprises, and amplify their collective brand presence. A microfilm titled "A Century of Heritage, A Day in Life: The Everyday Charm of Shanghai's State-Owned Brands" was released at the opening ceremony, alongside an update on brand revitalization efforts.
Cutting-edge technology has significantly enhanced product capabilities. For instance, Shanghai Medicinal Soap, under the Huayi Group, combined traditional herbal formulas with modern skincare technology to develop a liquid sulfur soap. Bright Dairy & Food, part of the Bright Food Group, introduced the "Rushi" Greek-style fermented milk using a proprietary double-concentration technique for milk protein. The Three Gun brand, owned by Oriental International, applied the insulation and antibacterial technology from the Shenzhou-17 spacecraft spacesuit to its "Hua Rong" apparel series, markedly improving product performance.
Brands are also expanding their category boundaries and enriching product portfolios. The Longhu brand, under the Shanghai Industrial Investment Group, leveraged its classic cooling elements to launch nostalgic yet trendy candies and beverages. Shangshi SPIC, affiliated with the East Hope Lanshan Group, developed a daily health tea bag series. Malan, from the Jinshan District-based Double Happiness Group, released creative puzzle sets. The Yaming lighting brand, part of Shanghai Instrumentation Group, extended from basic lighting to visual art installations, aligning with contemporary lifestyles and consumption trends.
Cross-border collaborations are injecting new vitality through cultural IPs. The Park Hotel, under the Jinjiang International Group, partnered with Tims Coffee to launch a co-branded gift set. The Dunhuang brand, associated with the Shanghai Federation of Supply and Marketing Cooperatives, collaborated with the Palace Museum to create collectible musical instruments. Xinya, a brand under the Huangpu District's New World Group, released a mooncake gift box featuring the classic game IP "Pac-Man," helping heritage products break through traditional communication barriers and reach diverse consumer groups.
Cultural heritage is being thoughtfully preserved while giving classic genes a fresh lease on life. The Baiyu toothpaste brand, managed by the Xuhui District Urban Investment Group, retained its classic "small white tube" design. The Dadi brand, under the Changning District's Shanghai Garment Group, continues to specialize in customized Shanghai-style cheongsams. The Hero brand, from the Putuo District's Hero Group, launched a "Shanghai Blossoms" iridium pen set, using iconic cultural symbols to evoke generational brand memories.
Consumer experiences are being rejuvenated through immersive settings. The No.1 Department Store, part of the Bailian Group, opened a "Blossoms Lane" flagship store targeting the silver economy, creating a dedicated ecosystem within the century-old establishment. The Duoyunxuan brand, under the Century Publishing Group, held a "New Study" intangible cultural heritage aesthetics exhibition, bringing traditional culture to life in modern spaces. Leiyunshang, under the Kaikai Group in Jing'an District, set up an AI interaction zone in its health hall, offering innovative services like skin testing and constitution identification, showcasing new explorations in digital and intelligent wellness.
The header image shows the pop-up market of Shanghai's state-owned heritage brands.
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