Hongkou District is ramping up momentum in Shanghai’s “First-Launch Economy” with a trio of high-profile debuts, reinforcing its role as a key hub in the city’s international consumption center strategy.
The spring season of the 2025 “First Launch Shanghai” initiative has seen a surge of activity, with three major projects opening in the district: the national debut of Germany’s premium lighting brand Paulmann Kids, the launch of China’s first fantasy comedy theater by Mahua FunAge, and the inaugural Hongkou outlet of Huaiyang-style teahouse Shichun.
Paulmann Kids, a German brand founded in 1968, opened its first store in China at Ruihong Tiandi the Hall of the Sun.
Known for integrating advanced lighting technology with a focus on children’s eye health, the brand’s flagship features study-specific eye-care lighting products built to stringent German standards.
The store marks Hongkou’s first international children’s lighting specialty brand, expanding the district’s high-end family-oriented retail offerings.
Adding to the cultural scene, comedy troupe Mahua FunAge has launched its latest production Cheng Xian (Becoming Immortal), now performing at Ruihong Tiandi the Bay of the Moon.
As China’s first immersive fantasy-comedy theater, the show blends ancient Chinese aesthetics with absurdist humor. Beyond the performance, the experience includes interactive activities like costume play and themed markets, injecting fresh energy into Hongkou’s nighttime economy with its “theater + marketplace” concept.
Meanwhile, food lovers will be treated to the flavors of Jiangsu cuisine with the opening of Shichun, a Huaiyang-style teahouse, also at the Bay of the Moon. Scheduled to open April 9, the venue promises a taste of traditional Yangzhou morning tea culture.
Promotional deals including a 69-yuan for 100-yuan voucher and a 1.90 yuan handmade pork bun special are expected to draw crowds seeking authentic regional flavors in a refined setting.
Together, these three first-launch projects showcase the diversity and vitality of Hongkou’s consumer market, spanning international retail, immersive entertainment, and culinary innovation.
District officials said Hongkou will continue leveraging the “First Launch Shanghai” platform to attract top-tier brands and debut experiences, contributing to the city’s broader ambition to become a global consumption capital.