On April 24, the Information Office of Shanghai Municipality held a press briefing, at which Shen Weihua, director of the Shanghai Municipal Commission of Commerce, introduced the overall plan and key arrangements for the 7th Shanghai Double Five Shopping Festival. Liu Min, deputy director of the Shanghai Municipal Commission of Commerce, Song Hui, first-level inspector of the Shanghai Administration of Sports, Wang Zhihua, deputy director of the Shanghai Municipal Administration of Culture and Tourism, Xu Xin, deputy chief of Pudong New Area and Shen Danna, deputy chief of Huangpu District, attended the briefing and answered questions from reporters.To accelerate Shanghai’s development as an international consumption hub, the 7th Shanghai Double Five Shopping Festival will officially kick off on April 30 and run through multiple major holiday consumption periods. The event will feature a “1+21+16+X” framework, comprising one launch ceremony, 21 city-level flagship events, 16 district-level initiatives, and more than 100 market-driven promotional activities organized by key enterprises. Under the theme “55@Shanghai, Destination of Shopping”, the festival will strengthen coordination between municipal and district authorities, foster public-private collaboration, encourage citywide participation, and leverage multi-channel communications. It aims to achieve comprehensive coverage across commercial districts, shopping streets, malls, brand enterprises, e-commerce platforms, end products, and consumer groups, establishing itself as a signature event for the “Shanghai Consumption” brand.Key HighlightsFirst, deeper integration of culture, commerce, tourism, sports and exhibitions. Leveraging digital ticket stubs, consumption wristbands and other tools across major commercial districts and retail venues, the festival will connect resources across these sectors, enabling unified access via a single code, shared voucher usage, and interoperable benefits. The aim is to convert “footfall” into sustained engagement and “popularity” into actual consumption. Second, a richer supply of high-quality goods and services. The festival will showcase a wide range of offerings, including global debut products from leading international brands, new China-chic beauty launches, original designer collections, Shanghai-customized premium goods, IP-themed merchandise, selected high-quality export products, and international cuisine. Together, these will form a premium, diverse and distinctive consumption ecosystem to better meet the multi-tiered needs of consumers. Third, stronger promotional incentives. Targeted consumption vouchers will be distributed during the festival period, alongside the formal rollout of subsidy policies for new purchases of home appliances and digital products under designated categories. Enhanced support will also be provided through invoice-based lottery incentives, while enterprises will roll out dedicated promotional offers, ensuring tangible benefits for consumers.Key ActivitiesThe 21 flagship activities can be summarized into five key categories: integrated initiatives of culture, commerce, tourism, sports and exhibition, first-launch economy leadership, upgraded bulk consumption, digital consumption innovation, and inclusive livelihood services.1. Integration of Culture, Commerce, Tourism, Sports and ExhibitionThe Double Five Shopping Festival Live Stream” will be upgraded into a 31-day global livestream campaign starting on the opening day of the festival. It will showcase city IPs such as “Shanghai Customization” and “First Launch in Shanghai,” while introducing interactive check-in experiences. In collaboration with the Shanghai International Flower Festival, the initiative will launch “Blossom Market,” and partner with time-honored Shanghai brands to create new retail formats such as a pop-up “Bee & Flower Amusement Park” and dialect-based talk shows featuring brand stories, highlighting innovative scenarios and consumption models. The “Wonderful Night Shanghai” campaign will further integrate diverse nighttime consumption scenes, including night shopping, dining, entertainment, reading, performances, sports, and tourism. Featured activities include limited-time night pop-ups, a night sports carnival, a city night reading festival, a craft beer festival, and the FEAST Food Carnival. Shopping districts will also host a World Cup-themed market and virtual football professional events. The Shanghai International Coffee Culture Festival will transform the North Bund riverside into a 2.3-kilometer immersive “happiness zone,” featuring nearly 500 “coffee+” themed activities, including around 50 flagship events. It will bring together over 6,000 participants, including leading global coffee brands, local heritage brands, and cultural and creative IPs. The Shanghai Global Gourmet Festival will launch a “Americas Flavors Season,” promoting upgraded and expanded dining consumption. A dual-incentive tax refund campaign for overseas visitors will enhance inbound consumption services and unlock international spending potential. The Shanghai International Cruise Festival will introduce major promotional campaigns for cruise travel products. The Shanghai International Flower Show will feature cross-district commercial collaborations, building an integrated ecosystem of flower appreciation, consumption and experience.” Sports-themed events such as the 2026 Table Tennis Shopping District Carnival and the “Igniting Yangshupu” World Cup Shopping District Carnival will set up “second venues” for live viewing, linking major sports events with retail consumption. In addition, the International Museum Day (May 18) and China Tourism Day (May 19) will feature Shanghai-themed events with cultural and tourism public-benefit initiatives as well as themed travel routes across the Yangtze River Delta region.2. First-Launch Economy LeadershipThe Shanghai International Beauty Season will, for the first time, partner with the UK Beauty Season to create an immersive British-style garden-themed experience. A series of limited-time pop-up events lasting several weeks will be organized, featuring beauty brands from China, the UK and other countries. The initiative will introduce 27 UK beauty brands covering fragrance, makeup, skincare and personal care categories, and will showcase more than 30 newly launched products. A dedicated “Beauty Market” will also be staged, offering brand interactions, experiential activities, and themed salons. The Diamond and Jewelry Culture Festival will focus on the Shanghai International Jewelry Fashion Functional Zone, hosting jewelry exhibitions, customization services, intangible cultural heritage showcases, and promotional activities. Leading industry players such as Lao Feng Xiang and Lao Miao will launch over 10 themed events, including “New Trend Collections, Brilliant First Launch” and “Shanghai Customization, Craftsmanship Heritage,” alongside discounts, reduced processing fees, and gift-with-purchase offers. The 2026 Made in Shanghai Expo will launch the “China Consumer Goods Innovation Competition,” focusing on key fashion and consumer goods sectors to promote new product debuts, industrial matchmaking, and brand promotion.3. Upgrading Bulk ConsumptionThe Home Renovation Festival will focus on turning “exhibits into products” and driving consumption through scenario-based experiences. In collaboration with more than 50 leading brands including Haier, Midea, Hisense, and Gree, the event will release over 1,000 popular new products. A combined policy of national subsidies and enterprise discounts will be applied, with total discounts reaching up to 45%. The initiative will provide one-stop home renovation solutions. The Shanghai Auto Consumption Festival will introduce diversified cross-sector consumption models that integrate automotive scenarios with camping, markets and pets. It will also roll out enhanced car purchase subsidies, interactive motorsport experiences, and themed automotive exhibitions to further stimulate automobile consumption.4. Digital Consumption InnovationThe 2026 Shanghai Digital Lifestyle Festival and Dual-Product Online Shopping Festival will collaborate with e-commerce platforms, brand enterprises, and commercial districts to launch more than 40 integrated online-offline promotional activities. Focusing on categories such as beauty, digital products, and home appliances, the initiative will introduce discounts including price reductions, installment payment options, and flash sales of popular products. In addition, targeted service consumption will be stimulated through half-price vouchers and high-value coupon packages covering scenarios such as dining and tourism. The Shanghai Information Consumption Festival will focus on key sectors including artificial intelligence, metaverse-based large-scale immersive spaces, ACG (animation, comics, and games) economy, online gaming, and local lifestyle services. Through online-offline integration, it will feature co-branded product launches, time-limited promotions, interactive exhibitions, and experiential consumption scenarios.5. Inclusive Livelihood ServicesThe Silver Economy Lifestyle Festival will connect the 2026 Shanghai International Exhibition of Senior Care, Rehabilitation, Medicine and Healthcare with Shanghai Silver Economy Stores. It will showcase scenario-based solutions for “livable homes,” an exoskeleton-assisted “tech walking street,” and a “music and aging-friendly street” integrating dining, beauty, photography, and wellness experiences into a single immersive lifestyle space. The Shanghai Neighbor Lifestyle Festival will introduce cross-sector consumer-friendly promotions and convenience services across multiple industries. The “Mount Everest · Shanghai Sentiment” Shopping Festival will organize a delegation of specialty enterprises from Shigatse to hold exhibitions and sales in Shanghai.Supporting Incentive PoliciesThe 7th Shanghai Double Five Shopping Festival will introduce a series of supporting incentive measures to further stimulate consumption. First, the city will continue to implement subsidies for the purchase of home appliances and digital products, while also expanding and enhancing subsidy policies for additional self-selected product categories. Second, the automobile trade-in subsidy scheme will be maintained, alongside a variety of themed promotional activities aimed at boosting car consumption and expanding experiential consumption scenarios. Third, the invoice lottery program will be significantly strengthened. Consumers who make purchases in Shanghai across eight major sectors, including retail, catering, accommodation, culture and arts, entertainment, tourism, sports, and residential services, will be eligible to enter a lucky draw with invoices of 100 yuan or above, further encouraging spending among residents and visitors. Fourth, district-level “one district, one theme” consumption initiatives will be rolled out, with nearly 200 million yuan in consumption vouchers allocated across all districts. Information on voucher distribution will be announced via the official WeChat account of the Shanghai Municipal Commission of Commerce and local district media platforms.