Barcelona Welcomes the “Shanghai Summer” International Consumption Season
On May 8, 2026, the vibrant city of Barcelona became the backdrop for the launch of the global promotion campaign for the 2026 “Shanghai Summer” International Consumption Season. This exciting event took place at the picturesque shipyard pier of Port Vell, marking a significant moment in the cultural exchange between Shanghai and Barcelona. The initiative was spearheaded by the Shanghai Municipal Commission of Commerce and the Information Office of Shanghai Municipal People’s Government, with notable support from the Consulate-General of the People’s Republic of China in Barcelona and the Department of International Relations and Cooperation of Barcelona City Council.
A Gathering of Distinguished Guests
The event attracted a diverse array of attendees, including Meng Yuhong, the Consul General of the People’s Republic of China in Barcelona, and Liu Min, the Deputy Director of the Shanghai Municipal Commission of Commerce. Richard José Sánchez Jiménez, the Commissioner for Citizen Relations and Cultural and Religious Diversity at Barcelona City Council, was also present. Over a hundred guests, including representatives from international institutions and media from both China and Spain, gathered to celebrate Shanghai’s emergence as a global consumption hub and to foster new avenues of cooperation between the two cities.
A Technological Showcase
The opening ceremony featured an innovative presentation led by AgiBot’s Lingxi X2 robot, the official intelligent ambassador of “Shanghai Summer.” This multilingual robot captivated the audience with a personalized city presentation, showcasing Shanghai’s advancements in technology and smart city development. The demonstration highlighted the city’s open and inclusive spirit, aiming to attract European interest and investment.
Unveiling the Global Promotional Film
A key highlight of the event was the premiere of the official global promotional film for the 2026 “Shanghai Summer” International Consumption Season, titled THIS IS SHANGHAI SUMMER. The film beautifully encapsulated Shanghai’s commercial vibrancy, rich cultural heritage, and urban allure, extending an invitation to audiences worldwide to experience the city’s summer offerings. Additionally, the “Shanghai Summer Global Experience Creator” badge ceremony recognized five Spanish representatives who will soon travel to Shanghai to share their authentic experiences with global audiences.
Launching the Themed Flight
One of the most exciting announcements was the launch of China Eastern Airlines’ “Shanghai Summer” themed flight. Set to depart from Barcelona to Shanghai on May 25, this flight promises an immersive cultural experience in the sky. Inspired by the “Shanghai Xiaoxia” IP image, the cabin will feature twelve themed consumption scenarios, encompassing culture, sports, commerce, tourism, and exhibitions. Future routes will connect Shanghai with cities like Geneva, Cairo, Rome, Sydney, and Singapore.
Exclusive Experiences for International Visitors
During the event, representatives from various sectors introduced exclusive experiences and seasonal benefits tailored for international visitors. Lu Zhidan, Sales Supervisor of the Madrid Office of China Eastern Airlines, emphasized the ease of cross-border travel between Shanghai and Barcelona. Inma Anglada, the regional representative of UnionPay International, showcased payment solutions and services designed to enhance the travel experience for international tourists.
Cultural Exchange Through Fashion and Technology
Chen Li, General Manager of Manloulan, shared insights into the dialogue between Eastern aesthetics and global fashion, emphasizing Shanghai’s rich craftsmanship and cultural heritage. Meanwhile, Wang Yurú, General Manager for Spain at AgiBot Innovation, demonstrated how artificial intelligence is enhancing the “Shanghai Summer” experience, making travel smarter and more convenient.
Immersive Brand Experience Market
Beyond the formal presentations, the event featured an immersive brand experience market and a “Shanghai Summer” exhibition area. This allowed attendees to engage with Shanghai’s consumption scenes and urban culture firsthand. Global strategic partners, including China Eastern Airlines, Bank of China, and UnionPay, showcased integrated solutions in finance, transportation, and tourism. Manloulan highlighted traditional Chinese dress-making craftsmanship, while AgiBot offered advanced interactive technology experiences that drew enthusiastic crowds.
Cultural and Commercial Exchange
The local lifestyle section of the event brought together ten domestic and international brands, fostering cultural and commercial exchange between Shanghai and Barcelona. The launch of the “Shanghai Summer · Summer Gifts” collection blended Shanghai-style culture with urban memories, encapsulating the city’s unique spirit.
A Night of Artistic Collaboration
As the day transitioned into evening, the venue hosted a themed performance program titled Looking Across Time. This event featured collaborations between international musicians and artists, including a performance by the Barcelona-based Edu Cabello Quartet alongside Chinese new media artist Chen Xin. The electronic collective Shanghai Revival Scheme also joined forces with South African artist Tebza Majaivane, creating a unique blend of Yunnan folk music and South African Amapiano rhythms, exemplifying the event’s commitment to artistic dialogue across cultures.
Embracing a Global Future
Looking ahead, Shanghai is poised to continue embracing an open and friendly spirit, enriching the content and experiences of the “Shanghai Summer” International Consumption Season. The city invites global visitors to immerse themselves in its limitless charm through a variety of summer experiences that celebrate cultural exchange and innovation.
