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Invest Shanghai
Shanghai is leveraging its cultural heritage, commercial infrastructure, and welcoming services to position itself as a premier destination for the trend of "Becoming Chinese", according to business executives who attended a panel discussion titled "Global Executive Dialogue: Global Demand, Shanghai Style" held on Aug 26 .
At the heart of the discussion was the idea that Shanghai offers more than goods — it delivers an integrated lifestyle proposition supported by a welcoming service ecosystem. As international consumers increasingly seek authentic Chinese experiences, the city is uniquely positioned to meet that demands.
Sun Wei, vice-president of Shanghai-based retail giant Bailian Group, described this as a generational shift. "Overseas young people are moving beyond traditional symbols like the Forbidden City, the Great Wall, and kung fu," he said. "They increasingly want to experience China's everyday lifestyle firsthand."
Sun said Bailian is responding by drawing on Haipai culture, or Shanghai-style, which blends the East and the West, as well as tradition and modernity. One example is Bailian's proprietary fragrance Huaihai 471, inspired by the historic Bearn Apartments and white magnolia, Shanghai's city flower. The fragrance transforms an iconic Shanghai address into a sensory memory.
Puneet Khosla, vice-president and general manager of Timberland APAC, described Shanghai as "a window to understand what the future might look like". He noted that "China is no longer just 'adopting' — China is 'influencing'," with Shanghai's discerning consumers pushing brands to innovate. Increasingly, he said, consumers are looking beyond products to the experiences surrounding them.
"Shanghai has created a really strong ecosystem integrating culture and creativity. I haven't seen this in many parts of the world." He cited a Timberland pop-up on Anfu Road as an example, where an interactive space replaced a conventional retail setup to create a more immersive brand experience.
This ecosystem reflects the city's continued efforts to integrate culture, tourism, sports, and exhibitions with commerce. Major events such as Formula 1 Chinese Grand Prix, the Shanghai Marathon, and the China International Import Expo help drive citywide foot traffic through ticket-stub benefits, tax-refund facilitation, and exclusive vouchers.
Chole Lam, chief executive officer of Eternal Group, described Shanghai as "a laboratory" where younger visitors can discover emerging beauty and lifestyle trends. She cited Perfume Box's "Wulixiang" store in Xintiandi Dongtaili. The name, meaning "at home" in Shanghai dialect, is complemented by local design references and a magnolia-themed photo spot that creates shareable memories, making the store a hit with social-media-savvy consumers.
Shanghai has also drawn on its long tradition of tailor-made services, launching a citywide "Shanghai Style" initiative this year to encourage more bespoke offerings.
Aqeel Ahmed Chaudhry, president of WINZA Jewellery Asia-Pacific, said his company is actively participating, with an on-site jewelry designer available four days a week and bilingual staff assisting international clients.
"We have seen a 40 percent increase this year in international visitors at our stores," Chaudhry said.
For Owen Messick, president of doTERRA China, Shanghai has become a stronghold for the company. The US-based essential oil producer has established a production facility, its first overseas research and development center, and its largest experience center in the city. "You need to become Chinese to succeed," Messick said, emphasizing the importance of respecting local culture.
He also praised the CIIE as a vital platform for the company's growth. DoTERRA expanded its booth from 9 square meters in 2018 to 300 sq m in 2025. For its third CIIE, the company created "Dream", a blend of white magnolia and osmanthus with Western notes. The product became a standout offering, embodying Shanghai's distinctive appeal.
Messick, who has lived in Shanghai since 2007, also praised the city's services for international visitors, particularly International Services Shanghai, a multilingual website available in 10 languages that provides practical information on business, travel, shopping, and daily life. He said such services help newcomers overcome culture shock and integrate more quickly, ultimately benefiting businesses as well.
Chaudhry echoed the point, noting that the platform also helps introduce Shanghai's customization services to visitors from around the world.