Shanghai is emerging as a key destination for international consumers seeking authentic Chinese cultural experiences, driven by a growing trend described as “Becoming Chinese.” Business leaders attending a panel discussion titled “Global Executive Dialogue: Global Demand, Shanghai Style” on August 26 highlighted the city’s unique position to offer not just products but an integrated lifestyle that appeals to global visitors.
According to Sun Wei, vice-president of retail conglomerate Bailian Group, young consumers abroad are moving beyond traditional Chinese symbols like the Forbidden City or the Great Wall, instead seeking to engage with daily life and contemporary culture in China. Bailian is responding by emphasizing “haipai,” a term expressing Shanghai’s blend of Eastern and Western influences, tradition, and modernity. One example from Bailian is Huaihai 471, a signature fragrance inspired by the city’s historic landmarks and the white magnolia, Shanghai’s official flower, designed to evoke sensory connections to the city’s heritage.
Puneet Khosla, vice-president and general manager of Timberland APAC, described Shanghai as a window into China’s future consumer trends, noting the city’s sophisticated, experience-oriented buyers who challenge brands to innovate. Timberland’s interactive pop-up store on Anfu Road, which replaced a traditional retail approach with an immersive brand experience, exemplifies this shift. Khosla praised Shanghai’s integrated ecosystem that weaves culture, creativity, tourism, sports, and commerce together, citing major events such as the Formula 1 Chinese Grand Prix, the Shanghai Marathon, and the China International Import Expo as key drivers of increased foot traffic and shopper incentives.
Chole Lam, CEO of Eternal Group, characterized the city as a “laboratory” for beauty and lifestyle innovation, highlighting local ventures like Perfume Box’s “Wulixiang” store in Xintiandi Dongtaiilu. This space, infused with Shanghai dialect and design elements alongside a social media-friendly magnolia-themed photo spot, has attracted a younger, trend-conscious clientele.
Shanghai’s longstanding tradition of bespoke services has been further bolstered by the citywide “Shanghai Style” initiative introduced in 2023 to encourage personalized offerings. Aqeel Ahmed Chaudhry, president of Winza Asia-Pacific, reported a 40 percent increase in international visitors to his stores and described the company’s investment in on-site jewelry designers and bilingual staff to enhance the customer experience.
For US-based essential oils producer doTERRA, Shanghai has become a strategic hub. Company president Owen Messick, who has resided in Shanghai since 2007, highlighted the city as home to the firm’s first overseas research and development center, production facility, and largest experience center. Messick stressed the importance of cultural integration for business success in China. He also pointed to the China International Import Expo (CIIE) as a critical platform for growth, noting doTERRA’s booth expansion from 9 square meters in 2018 to 300 in 2025, and the popularity of “Dream,” a scent blend inspired by Shanghai’s white magnolia and osmanthus flowers with Western notes.
Messick praised services such as International Services Shanghai, a multilingual digital platform providing information on business, travel, shopping, and daily life in 10 languages. Both Messick and Chaudhry emphasized that such initiatives help international visitors adapt and more fully engage with the city’s offerings, ultimately benefiting businesses.
The convergence of Shanghai’s cultural heritage, commercial innovation, and targeted services is positioning it as a global hub for international consumers drawn to an immersive Chinese lifestyle experience.