FIRST in Shanghai is our column documenting the rise of Shanghai’s “debut economy,” a model built on being first, fast, and everywhere at once. What started as a policy initiative has morphed into a citywide phenomenon: part economic strategy, part cultural spectacle. In this series, we explore how brands — both local and global — are choosing Shanghai not just to launch products, but to create moments. We’re here to unpack what it all means.

Shanghai’s latest arrivals are mak­ing waves with colorful porcelain, vibrant designs and sizzling street food. Pip Studio has added Dutch whimsy to Jing’an, while Pane offers a classic, fresh retro-sporty flagship. Bigoffs has two gigantic discount warehouses; Rama9 serves wagyu-infused Thai boat noodles; and NEED serves South Korean comfort with a dramatic cheese pull. Home décor, footwear and crave-worthy meals are all available in the city.

Pip Studio

Pip Studio opened its first Chinese store in Jing’an District recently. It is known for its bright colors, from porcelain to hand-drawn, realistic wallpapers, loungewear and matching luggage. Pip’s creativity comes from discovering the right color story for each home.

Founded in Amsterdam, the Nether­lands, in 2007 by designer Anke van der Endt, Pip Studio is recognized for its vibrant hues. Every home deserves a palette, and Pip’s creativity comes from identifying these distinct color stories.

Van der Endt is a designer who enjoys experimenting with vibrant colors. Her vibrant color sense makes Pip Studio one of the most popular homeware business­es in the Netherlands and overseas.

Pip Studio has a strong presence in Europe’s top retailers, including De Bijen­korf (a leading luxury department store in the Netherlands), John Lewis in the United Kingdom and BHV Marais in Paris. In less than 15 years, the brand has ex­panded to over 2,000 retail points across more than 40 countries and regions.

The Shanghai store will launch new collections twice a year for spring/sum­mer and autumn/winter, bringing the latest trending colors and styles in home décor — so every visit feels fresh and inspiring.

Address: 7/F, Jiuguang Department Store, 1618 Nanjing Rd W. 南京西路1618号久光百货7楼

The exterior of Pane. — Ti Gong

Pane

Homegrown footwear label Pane has opened its very first flagship store in Shanghai, right next to brands like On­itsuka Tiger and Undefeated.

Covering 135 square meters, the store’s design takes cues from Greek Revival architecture, blended with modern aes­thetics. The space features a neutral base accented with deep green, crimson red and natural wood textures.

Pane’s Pace Nostalgia, Light Training No-Gi, Rugby and other collections are on display at the entrance. Designer pieces are scattered throughout.

Two areas are separated by a black wooden door. The private space displays the lifestyle line, apparel and accesso­ries, keeping the retro-sporty theme. Sports-inspired posters, mugs and trophy ornaments are scattered throughout the store.

Pane, which was founded in 2022, has reinvented daily footwear with a special­ized style, unique design and exceptional value-for-money, attracting celebrities and influencers.

Typically, its products cost 800-1,000 yuan (US$111-139), with higher prices for collaborative collections.

Address: 22 Yongyuan Rd 永源路22号

Rama9, the Thai wagyu boat noodle brand from Bangkok, opened its first Shanghai outlet this month. The brand blends Thai boat noodles with premium wagyu beef for a richer, elevated take on the classic.

The chef prefers M3-M9 Australian grain-fed wagyu, searing it over high heat until it’s as tender and silky as butter. The traditional tangy-spicy boat noodle broth is upgraded with slow-cooked beef bone soup and M7+ wagyu, served with thick rice noodles or handmade noodles for a layered, flavor-packed experience.

Address: 5/F, North Tower, Grand Gateway 66, 1 Hongqiao Rd 虹桥路1号港汇恒隆广场北座5楼

Bigoffs

The popular Bigoffs Super Discount store has finally arrived in Shanghai, opening not one, but two first stores at Longfor Hongqiao Paradise Walk and Jinhe Shangcheng in Xuhui.

Bigoffs is a warehouse-style, members-only discount store with branches in Beijing, Tianjin, Wuhan, Shenzhen, Guangzhou and other cities. As the name suggests, it’s all about deep discounts in a massive warehouse shopping environment.

The Longfor Hongqiao Paradise Walk store spans 6,000 square me­ters, while the Jinhe Shangcheng store covers 4,000. The brand-organized stores offer one-stop self-service to save time, money and frustration.

There are over 100 top local and international fashion companies, in­cluding adidas, Puma, Under Armour, Skechers, The North Face and Camel. With over 80,000 items, you’ll find cheap luxury, trending streetwear, menswear, womenswear, athletics, casuals and outdoor gear.

The opening special rates are hard to beat: 39.9 yuan for a Lee canvas tote bag and 79.9 for a classic The North Face T-shirt.

Longfor Hongqiao Paradise Walk store

Address: B1, Hall A, 869 Shenchang Rd (opposite Gate 5) 申长路869号龙湖虹桥天街A馆B1（5号门对面）

Jinhe Shangcheng store

Address: B1, 140 Tianlin Rd 田林路140号锦和尚城B1层

NEED Korean Cuisine

NEED, the “king of queues,” has opened its first Shanghai store at West Bund Dream Center.

Their warm wood tones, greenery and clean visuals contrast with tra­ditional South Korean restaurants’ neon lights and retro posters.

A warm atmosphere and a layout that mixes social buzz with solitude provide for a relaxing dining experi­ence. NEED blends Western and South Korean flavors under the tagline “Handcrafted, Warmth, Creativity.”

The headliner is mozzarella cheesespicy stir-fried chicken, South Korean street food with Italian cheese. Rice balls, pineapple and rice cakes ac­company tender chicken made with melting cheese and spicy sauce. Melt­ed cheese creates a half-meter-long “cheese waterfall” at the table!

Honey fig bingsu is another must-try. Light, sweet and refreshing, fresh figs are cut daily and served with freshly shaved milk ice and honey.

Address: 2/F, Bldg 2, Gate M West Bund Dream Center, 2266 Longteng Ave 龙腾大道2266号西岸梦中心2栋2层