Shanghai, China – Xiaohongshu, a prominent lifestyle platform in China, is set to host the second annual Xiaohongshu Street Life Festival in Shanghai, bringing together online and offline lifestyle experiences. The festival kicked off on August 23rd with the grand debut of its mascot, “Duck on the Street,” a towering 20-meter-tall installation symbolizing happiness and creativity. Drawing inspiration from the popular Citywalk trend that originated in Shanghai in 2023, the installation added a vibrant touch to the city skyline, attracting a multitude of tourists eager to capture the moment and marking the official commencement of the second Xiaohongshu Street Life Festival.
As one of the seven landmark events of “Shanghai Summer,” the second Xiaohongshu Street Life Festival will run from August 23rd to September 1st. The festival features a central market overlooking the Huangpu River and five specially curated streets adorned with unique decorations for the occasion. Over 200 themed activities will take place across the lively streets of Shanghai, encompassing cultural events like the Sunset Concert and the Look Up Art Exhibition, as well as leisure and entertainment activities such as fashion shows, the Breezy Market, and the Street Food and Fun Tour. These diverse and vibrant events offer visitors a glimpse into Shanghai’s rich and open urban culture, spreading joy to attendees from near and far.
Bai Ban, Xiaohongshu’s Marketing Director, revealed that more than 500 creators from both domestic and international backgrounds have been invited to participate in the festival, broadening its appeal to a wider audience. Ban expressed hopes that the Street Life Festival would stimulate consumption, enhance the vibrancy of youth culture, and showcase the positive and aspirational spirit of young Chinese. This, in turn, would add value to the Xiaohongshu community, its users, the city, and society, while helping Shanghai establish itself as a new urban brand.
Last year’s inaugural Street Life Festival attracted over 200,000 participants to its offline events, generating significant foot traffic for the participating businesses and brands. This year, the festival aims to captivate both local residents and visitors alike, inviting them to experience the charm and warmth of Shanghai through a grand event that seamlessly blends culture, art, and commerce.
In conclusion, Xiaohongshu’s Street Life Festival returns to Shanghai, bridging the gap between online and offline experiences. With its array of engaging activities and diverse cultural offerings, the festival promises to be a celebration of Shanghai’s vibrant urban culture, attracting visitors from all walks of life.