Friday, August 23, 2024 In its second year, the Xiaohongshu Street Life Festival returns to Shanghai, enhancing the blend of digital and real-world lifestyle experiences. Launched on August 23rd, the festival introduced its new mascot, “Duck on the Street,” a towering 20-meter sculpture situated along the Huangpu River. This vibrant, joyous figure draws inspiration from Shanghai’s 2023 Citywalk phenomenon, capturing the essence of casual urban exploration and rapidly gaining popularity nationwide.
The colorful installation adds a striking element to Shanghai’s skyline and has quickly become a hotspot for tourists snapping photos, signifying the commencement of the festival. As a highlight of the “Shanghai Summer” series, this event unfolds from August 23rd to September 1st. It features a main market by the river and five specially themed streets, each offering unique decorations.
Attendees can enjoy over 200 themed activities, from the Sunset Concert and Look Up Art Exhibition to fashion showcases, the Breezy Market, and the Street Food and Fun Tour. These eclectic and engaging activities reflect Shanghai’s dynamic and welcoming urban culture, delighting visitors from near and far. Xiaohongshu’s Marketing Director, Bai Ban, shared that more than 500 creators from both domestic and international backgrounds have been invited to participate in the festival, extending the event’s appeal to an even wider audience.
“We hope the Street Life Festival will further boost consumption, uplift the vibrancy of youth culture, and showcase the positive and aspirational spirit of young Chinese. This will add more value to the Xiaohongshu community, our users, the city, and society, and help Shanghai establish a new urban brand.” Last year, the first-ever Street Life Festival drew more than 200,000 attendees to its in-person gatherings.
Through the creation of delightful and immersive on-the-ground experiences, it generated substantial visitor numbers for the businesses and brands involved. Both local dwellers and distant travelers are welcomed to discover the allure and hospitality of Shanghai at this magnificent event, celebrating a summer festival that perfectly integrates culture, art, and business..
