Huaihai Road pulsates with dynamic energy, where locals flock to enjoy the essence of tradition intertwined with modern flair. Adorned with trendy boutiques, the road offers a captivating blend of old and new.

The Middle Huaihai Road business circle is enhancing its appeal with weekly events and monthly promotions, aimed at expanding its consumer market and enriching the shopping experience. This dynamic atmosphere supports Shanghai's emergence as an international shopping and consumption hub.

Fashion brands continue to emerge along Huaihai Road. On Sept 13, i.t blue block's flagship store and Beams' first standalone store in Shanghai opened at Xintiandi, showcasing exclusive debut products. With significant upgrades to its first and second floors, Xintiandi plans to introduce nearly 50 cutting-edge fashion brands, including Kangol, Fred Perry, and Danton, closely following global fashion trends.

The new stores blend classic Shanghai style with Xintiandi's contemporary vibe, drawing inspiration from Shikumen layouts and industrial textures to create a shopping environment that is both traditional and modern.

MP's first store in Shanghai. [Photo/Shanghai Observer]

As part of the "Trendy Huaihai, A Summer of Fun" campaign organized by Huaihai Group and China Eastern Airlines, passengers on the themed flight FM9452 from Kunming to Shanghai recently received special gifts from time-honored food brands by presenting their boarding passes. Running through October, the campaign includes various innovative activities such as boarding pass shopping benefits, "Flight Attendants Take You Around Huaihai Road" tours, and aviation-themed outdoor pop-up events.

Visitors can present their China Eastern Airlines boarding pass at participating stores along Huaihai Middle Road to receive exclusive offers, and those spending over 500 yuan ($71) can claim a ticket voucher for future flights.

To further enhance the shopping experience, Huaihai Group has launched a live-stream store on Douyin and upgraded its WeChat mini-program, providing a fresh interactive experience for consumers interested in time-honored brands.