The world's only Shanghai-style themed experience, the Hello Kitty Shanghai Bund Time Travel Journey by Shimao, has officially opened...

On March 29, 2019, the highly anticipated “Hello Kitty Shanghai Bund Time Travel Journey Theme Pavilion by Shimao” held a grand opening ceremony at the Le Royal Méridien Shanghai. Since then,this world’s only Hello Kitty immersive experience pavilion with the Shanghai Bund as its thematic backdrop has officiallyopened to the public.Carrying the global fans’ new expectations for Hello Kitty, this powerful collaboration between Shimao Group and Sanrio will pioneer a new era of cultural and entertainment consumption in Shanghai, providing fresh momentum for urban commercial upgrades.

Attending the event were Mr. Hui Sai Pong, Vice Chairman & President of Shimao Group; Mr. Wu Linghua, Vice President of Shimao Group, Chairman & President of Commercial & Theme Entertainment; Mr. Jiang Lifeng, Vice President of Shimao Group, Chairman & President of the Suzhou-Shanghai Regional Company; Ms. Jiang Yuhua, Vice President of Branding & Planning at Shimao Group; Ms. Peng Yueqi, Vice President of Commercial & Theme Entertainment at Shimao; Ms. Li Mingxun, General Manager of Sanrio Shanghai International Trading Co., Ltd.; Ms. Liu Yifang, Head of Licensing Department at Sanrio Shanghai International Trading Co., Ltd.; Ms. Hong Ruiqi, General Manager of the Hello Kitty Shanghai Bund Time Travel Journey Theme Pavilion, along with hundreds of domestic and international media representatives. Together, they celebrated this marvelous journey into the Hello Kitty Shanghai Bund Time Travel Experience by Shimao.

“Ballerina Kitty” leads the trend, a new landmark in the city of magic is born.

The retro-themed opening party, centered on the “Shanghai Ballerina Kitty,” closely followed the three key themes of “time travel, Shanghai, and vintage,” creating a dazzling, nostalgic main stage rich in Shanghai’s cultural charm. Hello Kitty, My Melody, Pompompurin, Badtz-Maru, Keroppi, and Cinnamoroll formed the “Time Travel Team” for a delightful surprise appearance — this rare gathering of six major Sanrio IP characters in Shanghai caused a sensation with their adorable presence.

Ms. Peng Yueqi, Vice President of Commercial & Theme Entertainment at Shimao, said in her speech, “The Hello Kitty Shanghai Bund Time Travel Journey is a theme pavilion deeply rooted in the cultural heritage and historical background of the Shanghai Bund. With the tremendous foot traffic of Nanjing Road, Shimao aims to offer global consumers a unique leisure experience through the fresh fusion of cultural creativity, entertainment, and commerce. It not only marks a new step in Shimao’s diversified development strategy but also reflects its commitment to promoting Shanghai’s cultural identity and helping the city become an exceptional global metropolis.

Ms. Li Mingxun, General Manager of Sanrio Shanghai International Trading Co., Ltd., also expressed her blessings and aspirations for the opening of the theme pavilion. She stated, ‘Hello Kitty and her friends are internationally renowned IP characters of the Sanrio Group. We are delighted to see them settle in Shanghai and seamlessly integrate with the city’s culture. We hope this collaboration with Shimao Group will bring endless surprises in the future.’

In the presence of all the guests,Mr. Hui Sai Pong, Vice Chairman & President of Shimao Group; Mr. Wu Linghua, Vice President of Shimao Group, Chairman & President of Commercial & Theme Entertainment; Ms. Peng Yueqi, Vice President of Commercial & Theme Entertainment at Shimao;Ms. Li Mingxun, General Manager of Sanrio Shanghai International Trading Co., Ltd.; and Ms. Liu Yifang, Head of Licensing Department at Sanrio Shanghai International Trading Co., Ltd.;pressed the crystal ball together, officially marking the global launch of the Hello Kitty Shanghai Bund Time Travel Journey Theme Pavilion, a masterpiece jointly crafted by Shimao Group and Sanrio Group.

As “chief experience officers” of the theme pavilion, the attending guests and media representatives enjoyed early access to the uniquely Shanghai-style attractions after the party. The series of immersive interactive experiences received high praise from all attendees, many of whom expressed their intention to revisit the pavilion with family and friends.

Partner EVA Air not only sponsored the must-play flagship attraction “Fly Over Shanghai” within the Hello Kitty Shanghai Bund Time Travel Journey, but also prepared a delightful surprise by deploying four Sanrio-themed painted aircraft to fly from Taiwan to Shanghai during the soft opening period to generate buzz. In addition, Meituan Dache (Meituan Ride-hailing App), a collaborative partner with Shimao Group, will deliver a sweet, girlish surprise — users will see vehicles adorned with Hello Kitty bow motifs zipping across their screens. Truly, bows are everywhere. Meituan Dache is committed to improving travel efficiency and creating a better life. The Hello Kitty Shanghai Bund Time Travel Journey Theme Pavilion aims to be a new iconic destination in Shanghai and is among the top choices for ride-hailing trips. The collaboration between Meituan Dache and the Hello Kitty Shanghai Bund Time Travel Journey seeks to integrate the two major scenarios of travel and consumption, offering users a more convenient and delightful experience. It is hoped that further collaborations will be explored in the future to make the overall consumer journey more complete and enjoyable for everyone.

Showcasing Chinese elements, blending global cultural brand IPs

Located on Levels 6, 7, and 8 of Shanghai Shimao Plaza, the Hello Kitty Shanghai Bund Time Travel Journey Theme Pavilion by Shimao covers a total construction area of approximately 6,000 square meters. With the “Shanghai Bund” as its creative theme, the pavilion fuses the cultural elements of Shanghai from the 1930s, 1980s, and present day with cartoon stars such as Hello Kitty, My Melody, Badtz-Maru, Cinnamoroll, Keroppi, and Pompompurin. These characters are transformed into figures within the “Shanghai Bund Time Travel Journey,” resulting in an indoor immersive experience pavilion that uniquely embodies the urban culture charm of the Shanghai Bund.

The most popular attraction in the pavilion is the 14-meter-high wall that displays adorable renditions of iconic Shanghai landmarks — such as the Oriental Pearl Tower, Shanghai Shimao Plaza, and the Expo Park — across all three floors. Through high-tech means, it presents an interactive light sculpture show, delivering an immersive visual spectacle to visitors.

In addition, the theme pavilion has collaborated with numerous local Shanghai brands to develop globally exclusive Hello Kitty products featuring distinctive Shanghai characteristics, carrying a profound sense of Shanghai’s urban culture and historical flair. Hundreds of brand-new Hello Kitty merchandise items are available for purchase inside the pavilion. The fusion and collision of international IPs with Shanghai-style cultural elements provide global consumers with a cutting-edge shopping experience.

Entertainment empowers cities, igniting commercial landmarks with millions of visitors

As a “global superstar” in the realm of IP characters, Hello Kitty enjoys immense popularity among fans of all ages and demonstrates extraordinary appeal in fashion, film, commerce, and many other fields. This cross-industry collaboration between Shimao Group and Hello Kitty’s rights holder, the Sanrio Group, opens up new opportunities for consumption upgrades in Shanghai’s Nanjing Road business district, serving as a model of deep integration between China’s real estate industry and global cultural brand IPs.Following the Shanghai Disneyland, this is yet another world-class IP-themed project to land in Shanghai. It is set to become a new cultural icon for both the city and the nation, marking a milestone breakthrough in Shimao’s commercial expansion.

Shimao Group remains committed to driving urban development, empowering cities, and injecting sustainable growth genes to achieve holistic, quality growth.ShimaoHello Kitty Shanghai Bund Time Travel Journey Theme Pavilionprecisely captures current consumer trends by fully integrating an innovative, immersive entertainment experience across all scenarios. It continues to upgrade traditional entertainment formats, forging its own path of innovation. This emerging cultural tourism landmark in Shanghai will fully invigorate the commercial market, promote cultural exchange and trade between China and foreign countries, significantly enhance Shanghai’s international competitiveness and influence, and contribute to strengthening the reach and appeal of both Chinese and Shanghai cultures.