This summer, Jiading district's consumer market is thriving, driven by ACGN (Animation, Comic, Game, and Novel) culture, e-sports, night markets and cross-sector synergy. Local commercial, cultural and tourism venues are collaborating to craft immersive, youth-oriented scenes fueled by the goods economy and night-time economy.
Last weekend, the Maxcos 2025 Shanghai Citizens Cultural Festival Jiading Qualifier opened at Zhongye Xiangteng City Plaza (Nanxiang), drawing over 100 participants under the Guochao (national trend) × 2D theme. It marked the first national event officially to incorporate cosplay into styling norms.
According to iiMedia Research, China's goods economy reached 168.9 billion yuan ($23.48 billion) in 2024 — a 40.63 percent increase from 2023 — and is projected to exceed 300 billion yuan by 2029, underscoring its growing influence on youth spending.
At Jiading Darongcheng (a major commercial and cultural complex in Jiading), NetEase's Identity V offline event featured interactive games and limited-edition merchandise. The two-day activity drew around 120,000 visitors, nearly doubled sales, and brought in many new members, 60 percent of which were young first-time sign-ups.
People cosplay characters from Identity V in Jiading district as part of NetEase's immersive event. [Photo/WeChat ID: sh-jiading]
Since opening on Aug 8, the South Bank Star Night Market at Xiyun Building has been blending food, crafts and music. Weekend single-day footfall topped 12,000 — up 23 percent year-on-year — enhancing local nightlife and enriching Jiading's consumption chains.
The Yongshengli commercial street will host its first Esports Carnival on Aug 22–23, combining competitive gaming, food, beer and a trendy market. With fan-focused events like a G.E.M. (a Hong Kong-born singer and songwriter, popular in China and internationally) support gathering planned, Jiading is continuing its transformation into a vibrant consumption hub among youth.