SHANGHAI, Sept. 30, 2024 /PRNewswire/ -- Hongqiao Tiandi, as a gateway project to Shanghai, joined hands with the Commerce Bureau of Dali Bai Autonomous Prefecture to create the "VERY Mushroom Dian Dian Festival" during the National Day travel season, focusing on Yunnan's non-fangled cultural heritage experience and the display of special mushrooms to create a series of traditional cultural connotations as well as trendy holiday activities. As a series of activities of Shanghai Tourism Festival, "VERY Mushroom Dian Dian Festival" not only brings the flavor of Yunnan into Shanghai, but also brings a unique non-heritage cultural feast for Shanghai and national tourists by the mode of "Shanghai market + Yunnan products", which is centered on the deep friendship of 28 years of reciprocal support between Shanghai and Yunnan.

VERY Mushroom's Dian Dian Festival, Multiple Experiences into the "Dian" of Nonheritage

Hongqiao Tiandi's "VERY Mushroom Dian Dian Festival" will be held for 8 consecutive days from September 30th to October 7th, joining hands with the Bureau of Commerce of Dali Bai Autonomous Prefecture and non-heritage artisans to bring 80+ good shopping bazaars, 7 days of non-stop performances, non-heritage workshops, and other Yunnan culture experience activities, helping to boost the "Shanghai Tourism Festival" to let more tourists come into Yunnan to experience the non-heritage.

With the main line of "VERY Mushroom", the event will lead consumers to immerse themselves into the South of Colorful Clouds through the four plates of "CULTURE of Mushroom", "MARKET of Mushroom", "IDEA of Mushroom" and "SHOW of Mushroom". As the biggest highlight of the event, "CULTURE of Mushroom" includes "non-heritage cultural relics display, non-heritage technology experience and non-heritage scene carding", which combines with the popular mushroom culture and focuses on the "non-heritage rejuvenation" to attract the attention and participation of young people." The "Non-heritage Exhibition" is organized by the Bureau of Commerce of Dali Bai Autonomous Prefecture, which brings Dali pottery firing techniques, Heqing silverware forging techniques and other special handicrafts to be displayed." The "Experience of Non-heritage Crafts", together with Gracey, a veteran embroidery craftsman, will present workshops on Bai tie-dye and Yunnan embroidery, where consumers can create unique patterns and textures through learning the specialty crafts and experience the magic of creation. In addition, the event featured a number of "non-heritage scenarios", with differently shaped mushroom installations scattered throughout Hongqiao Tiandi. The fabrics of the installations were made using Yunnan tie-dye techniques, incorporating ethnic patterns such as animals and plants, and the three-dimensional scenarios not only enhanced fun and artistry, but also brought a new light to the traditional technique of tie-dyeing in the younger generation.

In addition to the unique cultural experience of non-heritage, "VERY Mushroom Dian Dian Festival" also provides more choices of National Day outings for families in West Shanghai through colorful holiday activities. The "Mushroom MARKET" featured 80+ stalls of Yunnan specialties, Bannu hot pot mushroom tasting, mushroom peripherals, and trendy knick-knacks; the "Mushroom IDEA" creative activities brought hand-hooked mushroom workshops, mushroom science classes, mushroom picking, and other experiences; and the "Mushroom SHOW" featured 7 days of performances with Yunnan singing and dancing, theater performances, and a special parade.

During the National Day travel peak, Hongqiao Tiandi, as a hub business directly connected to the Hongqiao Transportation Hub, should focus on giving business travelers the best combination of products with the most Shanghai style and consumption trends while taking advantage of its location. from September 27 to October 7, Hongqiao Tiandi, in conjunction with the "Yunnan Mushroom Dian Dian Festival", joined hands with the three popular new stores, THE NORTH FACE, Lacoste and IIIVIVINIKO, to offer a unique experience of picking mushrooms, IIIVIVINIKO, offering a special discount of 200% off for every 1,000, to create a "SHOPPING LIST of Mushrooms in Shanghai", and "Mushroom MENU", featuring more than 10 mushroom specialties for city explorers who love to taste fresh food, from September 30th to October 7th to activate the consumption of the National Day Holiday travelers.

"The First Stop in Shanghai Anchors Social Power to Reach Complex Customer Groups

Since opening in 2015, Hongqiao Tiandi has been positioning itself as "Shanghai's First Station". As it enters its 10th anniversary, Hongqiao Tiandi will prioritize breakthroughs in "social power", targeting the four customer groups of urban explorers, efficient business travelers, new quality white-collar workers, and spontaneous sun families, and will satisfy the diverse social scenarios of different age groups with different needs through continuous brand refreshing, perfecting personalized services, and creating new activities. Diversified Social Scene.

At present, a number of to-be-opened brands have integrated "social scenes" into their brand planning. Shanghai's first CARNAVAL DE VENISE, which is scheduled to open during the National Day, will be a one-stop solution to the needs of family vacation attire; GOLDEN BEAR, a business leisure brand, will further plan for an outdoor golf experience area after it opens; and PINK SHAKE and Grandpa's No Bubble Tea, which are popular tea drinks, will provide more social joints and resting places for hub customers. In addition, hubo, which has been open for nearly two years, will usher in the opening of MUNIJ and the expansion of POIZON X R in October while actively planning for the upgrade of business travel services. In the future, Hongqiao Tiandi will continue to capture cutting-edge trends and bring more social experiences to guests in the Yangtze River Delta.