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

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

Attending the event were Shimao Group Vice Chairman and President Mr. Xu Shitan, Shimao Group Vice President and Chairman & President of Commercial & Theme Entertainment Mr. Wu Linghua, Shimao Group Vice President and Chairman & President of Suzhou & Shanghai Regional Companies Mr. Jiang Lifeng, Shimao Group Vice President of Brand & Planning Ms. Jiang Yuhua, Shimao Commercial & Theme Entertainment Vice President Ms. Peng Yueqi, Sanrio Shanghai International Trading Co., Ltd. General Manager Ms. Li Mingxun, Sanrio Shanghai International Trading Co., Ltd. Licensing Department Head Ms. Liu Yifang, Shimao Hello Kitty Shanghai Bund Time Travel Journey Theme Pavilion General Manager Ms. Hong Ruiqi, as well as hundreds of domestic and international media friends. Together, they celebrated this wonderful journey into the Shimao Hello Kitty Shanghai Bund Time Travel Experience.

“Purotan” leads the trend of the times, a new landmark in Shanghai is born

Themed around “Shanghai Purotan,” the retro opening party closely followed the three keywords “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 Group” in a delightful surprise appearance — the rare joint Shanghai debut of six major Sanrio IP characters, whose adorable images caused a sensation among the crowd.

In her speech, Ms. Peng Yueqi, Vice President of Shimao Commercial & Theme Entertainment, stated, “The Shimao Hello Kitty Shanghai Bund Time Travel Journey is a theme pavilion deeply rooted in the urban culture and historical background of the Shanghai Bund. With the immense foot traffic of Nanjing Road, Shimao aims to deliver a unique leisure experience to consumers worldwide through the fresh fusion of cultural creativity, entertainment, and commerce. It represents not only a new step in Shimao’s diversified strategy but also reflects our commitment to promoting Shanghai’s cultural brand and helping the city become an outstanding 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 said, “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.”

Witnessed by all the guests present,Shimao Group Vice Chairman & President Mr. Xu Shitan, Shimao Group Vice President and Chairman & President of Commercial & Theme Entertainment Mr. Wu Linghua, Shimao Commercial & Theme Entertainment Vice President Ms. Peng Yueqi,Sanrio Shanghai International Trading Co., Ltd. General Manager Ms. Li Mingxun, and Sanrio Shanghai International Trading Co., Ltd. Licensing Department Head Ms. Liu Yifangpressed the crystal ball together, marking the official global launch of the Shimao Hello Kitty Shanghai Bund Time Travel Journey theme pavilion, meticulously created by Shimao Group in collaboration with Sanrio Group.

As “chief experience officers” of the theme pavilion, the attending guests and media friends enjoyed an early preview of 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” at the Shimao Hello Kitty Shanghai Bund Time Travel Journey but also prepared a surprise by deploying four Sanrio-themed painted Starry Sky aircraft flying from Taiwan to Shanghai during the trial operation period to build hype. Additionally, Meituan App, which collaborates with Shimao Group, will offer a delightful pink surprise — users will see vehicles adorned with Hello Kitty bow motifs speeding across their phone screens, truly a city full of bows. Meituan App is committed to improving travel efficiency and creating a better life. The Hello Kitty Shanghai Bund Time Travel Journey theme pavilion aims to become a new iconic destination in Shanghai, also a popular spot for ride-hailing. The collaboration between Meituan App and the Hello Kitty Shanghai Bund Time Travel Journey seeks to integrate travel and consumption scenarios, offering users a more convenient and delightful experience. It is hoped that more collaborations can be explored in the future to make the overall consumer journey more complete and enjoyable for everyone.

Showcasing Chinese elements while blending global cultural brand IPs

The Shimao Hello Kitty Shanghai Bund Time Travel Journey theme pavilion is located on Levels L6, L7, and L8 of Shanghai Shimao Plaza, with a total construction area of approximately 6,000 square meters. Themed around the “Shanghai Bund,” the pavilion fuses the cultural essence of Shanghai from the 1930s, 1980s, and modern day with characters such as Hello Kitty, My Melody, Badtz-Maru, Cinnamoroll, Keroppi, and Pompompurin. These beloved icons are transformed into characters within the “Shanghai Bund Time Travel Journey,” creating an indoor immersive experience pavilion that radiates the unique urban charm of the Shanghai Bund.

One of the most popular attractions in the pavilion is a towering 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 area. Spanning all three floors and enhanced by high-tech light sculpture shows, it delivers an immersive visual spectacle.

Additionally, the theme pavilion has partnered with numerous local Shanghai brands to develop globally limited-edition Hello Kitty products featuring distinctive local characteristics, embodying the deep-rooted cultural heritage and historic charm of Shanghai. Hundreds of new Hello Kitty merchandise items are available for purchase within the pavilion. The fusion of international IPs with Shanghai-style cultural features offers consumers worldwide the most cutting-edge shopping experience.

Entertainment empowers the city, igniting commercial landmarks with millions of visitors

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

Shimao Group has always been committed to boosting urban development, empowering cities, and infusing sustainable growth genes to achieve holistic, high-quality expansion.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 and evolve traditional entertainment formats, forging its own path of innovation. This emerging Shanghai tourism and cultural landmark will fully invigorate the commercial market, promote cultural exchange and trade between China and abroad, comprehensively enhance Shanghai’s international competitiveness and influence, and contribute to amplifying the reach and appeal of both Chinese and Shanghai culture.