POP MART Urban Park Carnival Tour Debuts at the NO.1 Shopping Centre in Shanghai, Creating an Immersive Pop-Culture Landmark
8月31日晚，泡泡玛特城市乐园嘉年华巡展全国首站在上海南京东路第一百货商业中心正式亮灯启幕，活动将持续至11月1日。本次巡展以“寻宝奇遇之旅”为主题，联动浦西第一百货与浦东东方明珠塔两大城市地标，将乐园经典场景“LABUBU勇士峡湾”复刻至开放式街区，为市民和游客带来一场集IP展示、互动游戏、主题餐饮和限定零售于一体的全场景潮玩盛宴。
On the evening of August 31, the POP MART Urban Park Carnival Tour officially launched its national debut at the NO.1 Shopping Centre Commercial Center on East Nanjing Road in Shanghai, with the event running through November 1.
Themed “Treasure Hunt Adventure,” the tour links two major city landmarks—Puxi the NO.1 Shopping Centre and Pudong Oriental Pearl Tower—and recreates the park’s iconic “LABUBU Warrior Fjord” scene within an open-air block, offering citizens and visitors a full-spectrum pop-culture experience integrating IP displays, interactive games, themed dining, and exclusive retail.
开幕当晚，人气IP LABUBU携THE MONSTERS家族全体成员以全新冒险造型亮相——水手风LABUBU、船长ZIMOMO、美人鱼MOKOKO以及TYCOCO、YAYA等角色齐聚六合路连廊。美陈装置和打卡点沿步行街错落分布，配合沉浸式漫步动线，将繁忙的南京东路变为充满惊喜的潮玩秘境，吸引众多粉丝驻足互动。
At the opening ceremony, popular IP LABUBU and the entire THE MONSTERS family appeared in brand-new adventure-themed outfits—sailor-style LABUBU, Captain ZIMOMO, mermaid MOKOKO, along with TYCOCO and YAYA—gathering along the Liuhe Road corridor.
Thematic displays and photo spots were strategically placed along the pedestrian street, complemented by an immersive strolling route, transforming the bustling East Nanjing Road into a delightful pop-culture wonderland and drawing crowds of fans to stop and engage.
现场设置“弹射夺宝洞”“宝藏落袋”“炮弹航道”“潮汐捞宝”四大互动游戏，覆盖全年龄段，参与者可凭集章票根参与扭蛋抽奖。游戏奖品梯度丰富，从LABUBU玉米抱枕、炸虾抱枕等特等奖到徽章、挂件等限定周边，层层惊喜。
同时，POP BAKERY主题甜品车限时供应IP联名甜品，如MOLLY二十周年铜锣烧、SKULLPANDA雪糕等，打造“好吃又好玩”的消费场景。此外，SK-II×CRYBABY、荣耀×MOLLY等品牌联名产品也在第一百货和永安百货同步发售，BAILIAN INC.会员还可享专属积分和1元盲袋等福利。
Four interactive games—Shooting Treasure Cave, Treasure Drop, Cannonball Channel, and Tide Fishing—are open to all age groups, with stamp-collection tickets enabling participants to enter a gacha draw. Prize tiers range from grand prizes like LABUBU corn pillows and fried shrimp pillows to exclusive pins and pendants, ensuring surprises at every turn.
Meanwhile, the POP BAKERY themed dessert truck offers limited-edition IP-collaborative treats, including MOLLY 20th-anniversary dorayaki and SKULLPANDA ice cream, creating a “delicious and fun” consumption scene. Co-branded products such as SK-II×CRYBABY and Honor×MOLLY are also available at the NO.1 Shopping Centre and Yong'an Department Store, with BAILIAN INC. members enjoying exclusive points rewards and 1-yuan blind bags.
本次巡展是BAILIAN INC.与泡泡玛特首次在城市核心商圈展开的深度合作，也是百联股份持续探索“IP赋能商业空间”战略的重要实践。依托南京东路六合路街区空间，百联股份已多次引入演艺市集、二次元IP等年轻化业态，此次携手头部潮玩IP，旨在塑造兼具海派文化底蕴与潮流活力的新地标。活动不仅提升了商圈客流和消费活力，更为上海建设国际消费中心城市提供了创新样本，彰显了文商旅展融合发展的广阔前景。
This tour marks the first in-depth collaboration between BAILIAN INC. and POP MART in a core urban commercial district, and represents a significant step in BAILIAN INC.’s ongoing strategy of “empowering commercial spaces with IPs.”
Leveraging the Liuhe Road block along East Nanjing Road, BAILIAN INC. has previously introduced performance markets, anime IP exhibitions, and other youth-oriented formats. This partnership with a leading pop-culture IP aims to create a new landmark that combines Shanghai’s cultural heritage with vibrant trendiness.
The event has not only boosted foot traffic and consumption vitality in the district but also provided an innovative model for Shanghai’s development as an international consumption center, demonstrating the broad potential of integrated culture-commerce-tourism-exhibition development.
