At the central plaza of Yuyuan, the cheers of 27,000 visitors marked the opening of the 46-day celebration, “Yuyuan Summer Fantasy Nights: Yu-niverse MADEBYBILIBILI”.

The event drew a total of 7.5 million visitors, with an average daily footfall of more than 160,000 visitors, over 60% of whom were young visitors. This summer, Yuyuan transformed from a traditional cultural landmark into a “Tongcheng”, a city bursting with passion for animation, comics, and games (ACG), delivering a two-dimensional world-inspired carnival for young audience.

Behind this vibrant celebration lies the subtle revitalization of this “garden of happiness”, showcasing Fosun’s “experiment in creating happiness” through immersive space and cultural innovation.

Expanding the boundaries of a cultural landmark

Yuyuan Tourist Mart has never been short of crowd-pullers. From its annual Yuyuan Lantern Festival to the richly immersive Flower Festival and Mid-Autumn Lantern Festival, it has firmly established itself as the “pinnacle of Chinese romance” in the hearts of consumers.

The adventof “Summer Fantasy Nights” created a groundbreaking fusion of the “pinnacle of Chinese romance” and the “two-dimensional ACG culture”. Ten blockbuster Chinese animation IPs infused new vibrancy into the Old City of Shanghai.

More importantly, young visitors were welcomed to take photos and interact with the space. Each space was thoughtfully designed to culturally resonate with young audience, creating an immersive “Oriental Fantasy Universe” rooted in emotional connection.

During “Summer Fantasy Nights”, Yuyuan Tourist Mart saw an average daily footfall of over 150,000 visitors, 20% more than usual, with visitors under 35 accounting for over 60% of the total. It became the city’s hottest “two-dimensional world-inspired destination” this summer, redefining the cultural landmark in the eyes of young people as a vibrant, dynamic space.

This vibrant fusion has elevated Yuyuan from a cultural landmark to a diversified cultural space, showcasing Fosun’s innovation in commercial space.

Revitalizing time-honored brands beyond dimensions

Beyond immersive space and events, Fosun’s time-honored brands experienced revitalization during “Summer Fantasy Nights”, fueled by the emotional connection between IPs and their loyal fans.

Time-honored brands like Laomiao Gold, Ningbo Tangyuan Shop, Shanghai Classical Restaurant, and Songhelou collaborated with Chinese animation IPs to launch a series of co-branded products.

Unlike simple crossovers, these collaborations focused on establishing emotional resonance with fans. For example, all 1,000 sets of Laomiao Gold’sHeaven Official’s Blessingcollection offered in the online presale sold out on the first day.

The collaborative restaurant by Shanghai Classical Restaurant andLink Clickbecame a favorite among Gen Z and even Gen Alpha diners. Ningbo Tangyuan Shop’s fourHeaven Official’s Blessing-themed set menus sold out early every day. On launch day, co-branded offerings drove a 59.7% year-on-year increase and a 90% quarter-on-quarter increase in single-store revenue.

During “Summer Fantasy Nights”, total sales of co-branded products between Fosun’s time-honored brands and Chinese animation IP reached approximately RMB40 million.

The revitalization of time-honored brands extended beyond Chinese animation IP collaborations. Signature dishes like Shanghai Classical Restaurant’s Eight Treasure Duck, Lvbolang’s handbag-shaped pastries, and Nanxiang’s xiaolongbao shattered dimensional boundaries, becoming beloved “new stars” as they debuted at Yuyuan. In addition, offline activities such as food-themed mascot parade and pots and pans percussion performance created interactive, culturally rich experiences.

Immersive space has transformed the relationship between people and spaces, and between people and content. Meanwhile, product innovation rooted in the emotional connections of IPs has enhanced the overall experience, elevating cultural consumption to new heights. These have given rise to a unique and vibrant immersive space that seamlessly integrates culture, tourism, and commerce.

Reinventing the cultural consumption economy through immersive experiences

Fosun continues to push the boundaries of Yuyuan’s spatial innovation even further.

The expanded and innovative use of space has driven broader transformations across multiple areas.

Each year, the Bund Art Festival at Grand Yuyuan blends art with urban spaces, sparking waves of artistic excitement year after year and becoming a much-anticipated seasonal cultural highlight. This autumn, the fifth edition, held the theme “Grand Yuyuan Hypersense”, integrated sensory art with consumer space to offer new immersive shopping experience at the Bund Finance Center (BFC).

Regarding cultural tourism, Fosun Tourism Group (FTG) has launched “Super Cultural Tourism Malls”, integrating culture, tourism, and commerce. With high-quality content and performances, it reimagines consumer space to build multifunctional urban landmarks rich in cultural appeal.

With each super scene it creates, Fosun pushes the boundaries of traditional cultural tourism, shaping a culture, tourism, and commerce-integrated ecosystem that is experiential, commercially dynamic, and ever-evolving. At the core of this is Fosun’s long-cultivated capability in “industry operations + ecosystem synergy”, which consistently infuses immersive space with rich content and seamless consumer experiences, driving efficient resource integration and value creation across industries, andshapingthe “Fosun model” for innovation in the consumer industry.