Shanghai No.1 Department Store Turns 21 Theaters, Young Customers Rise to 35%, Retail Sales Up 10%

The seventh floor of the C block at Shanghai No. 1 Department Store has been designated entirely for small theaters, with office space also converted for theatrical use. After Shanghai introduced operational standards for new performance spaces in 2019, the department store invited the small theater brand Star Space to set up an immersive, aggregated performance venue within a shopping mall. It now operates 21 small to medium theaters, with an average of six shows running simultaneously each day. One-third of the productions are consistently popular, while the rest are rotated regularly. The complex has become one of the largest commercial venues in China in terms of both the number of shows and total floor space dedicated to theatrical arts.

The small theaters have driven a renewal of the mall's commercial mix. The C block has evolved into a fashion-forward space that brings together theaters, anime culture, and related elements, with signing events and flash mobs attracting younger shoppers. The public areas on lower floors host sports events, art exhibitions, and specialty markets. Some floors have extended their closing time to 11 p. m. or even 2 a. , allowing audiences to flow into restaurants and wine bars after shows, creating a "show plus dining plus socializing" model that has boosted revenue at nearby dining outlets by more than 20%.

Four years ago, the department store's main consumer group was aged 35 to 55. Today, the share of young customers has risen to 35%, while retail sales have increased by 10% and profit has grown by double digits. The store has also expanded into the silver economy with a dedicated space called Bailian Fanhua Li, offering a one-stop lifestyle experience for older consumers.

In the first half of this year, retail sales of cultural, sports, and leisure services in Shanghai rose 10.4% year on year. The city's service consumption has been growing, with deep integration of culture, commerce, tourism, sports, and exhibitions becoming a highlight. Total cultural and tourism consumption reached RMB 543.326 billion, and museums and art galleries held over 1,000 exhibitions attracting more than 18 million visits. In the first five months, Shanghai hosted over 25,000 commercial performances with box office revenue of RMB 2.033 billion. By linking performance tickets and sports event stubs with promotional activities at shopping districts, the city has further amplified the pulling effect of cultural tourism on dining, accommodation, and retail.