The 2026 NSW New Nanxi International Technology and Culture Trend Week closing forum was held on the afternoon of October 8 at the Shanghai Jing'an International Reception Hall.

This Trend Week was planned by Shanghai's Jing'an District and jointly created by Tencent Music Entertainment Group and Xinsuhewan Cultural and Creative Technology Group, taking place along the Nanjing West Road street block from September 28 to October 7.

As an important component of the "International Audio-Visual Art Carnival," this Trend Week linked multiple cultural and commercial landmarks including the Shanghai Exhibition Center, Jing'an Park, Wujiang Road, and Réel Department Store, delivering a National Day celebration blending technology and humanity, consumption and experience through Jing'an District's first AI-themed market, singing tour buses, live podcast dialogues, and sunset sound wave music performances.

Official data shows that during the National Day holiday, the Trend Week activities generated over 50 million exposures, reached more than 25 million people, and drove over 100 million yuan in linked regional consumption, with three themed consumption wristbands—"NSW New Nanxi Trend Week," "International Audio-Visual Art Carnival," and "Shining Shanghai Jing'an Light and Shadow Season"—distributing over 10,000 units in total, effectively achieving a closed-loop conversion from "activity check-in to benefit redemption to in-store consumption."

During this Golden Week, sales across Jing'an District's three major commercial zones grew 30.5% year-on-year, and the cumulative consumption amount from "Enjoy Carnival" consumption vouchers exceeded 140 million yuan.

Jing'an District boasts abundant commercial carrier resources, laying a solid foundation for exploring consumption momentum growth. In 2025, Jing'an District's total retail sales of consumer goods reached 170.352 billion yuan, ranking first among Shanghai's central urban districts in both total volume and growth rate, with outstanding first-store economy advantages—238 new brand first stores of various types were added throughout 2025, and over 200 high-level debut events such as first shows and first exhibitions were held.

Within the district, the Nanjing West Road commercial zone also achieved retail sales exceeding 101 billion yuan in 2025, becoming the first trillion-yuan commercial zone in mainland China.

On site, the "NSW Urban Innovation White Paper—Compiling the Future: New Paradigms of Service Consumption Driven by Technology" (hereinafter referred to as the "White Paper"), which uses this Trend Week as an observational sample, was released, interpreting urban consumption innovation driven by technology.

The White Paper points out that service consumption, as the core increment for activating the ultra-large-scale domestic market, has become the "main battlefield" for urban consumption upgrading, and Jing'an District's technology-empowered experiential consumption has become the main force driving regional consumption growth, demonstrating that the regional growth engine is completing a structural transition from goods consumption to service consumption.

The White Paper shows that this Trend Week deeply integrated artificial intelligence, music culture IP, and urban street block scenes, building a sustainable closed loop of "experience-consumption-data-precipitation": technology and culture experiences attract foot traffic, which naturally converts into dining, retail, and entertainment consumption through diverse commercial formats; consumption behavior precipitates into reusable street block data assets, which after desensitization processing feed back into merchant operational adjustments and government business planning, recreating a new round of experience upgrading and achieving the leap from a "traffic field" to a "value field."

The consumption traffic-driving capacity of technology content on street blocks was previously validated by the Jing'an Light and Shadow Season: the 2025 third "Shining Shanghai" Jing'an International Light and Shadow Season covered areas with cumulative foot traffic of 5.8543 million visits, up 15.18% year-on-year, driving total consumption of 1.07 billion yuan, up 8.66% year-on-year; nighttime foot traffic accounted for 48%, and nighttime consumption in the Suhewan commercial zone grew 30.10% year-on-year.

"But the Trend Week's model of leveraging technology to empower service consumption differs from Jing'an District's existing urban IPs," the White Paper notes. "This is the first time that a regional enterprise ecosystem serves as the engine, with enterprises such as Tencent Music Entertainment Group driving the upgrading of cultural and consumption services, elevating enterprises from activity 'sponsors' to content 'co-creators' and operational 'partners.'"

Tencent Music Platform Marketing Vice President Chen Feifei introduced that during the Trend Week, under the planning and guidance of the Jing'an District government, Tencent Music Entertainment Group and Xinsuhewan Cultural and Creative Technology Group jointly delivered nearly one hundred distinctive activities. "The group's platforms including QQ Music, Kugou Music, Quanmin K Ge, and Ximalaya provided full support, transforming the century-old commercial street into a 'block innovation laboratory' integrating technology and culture."

"This Trend Week injected technological vitality and contemporary significance into the century-old Nanjing West Road, making it not only a consumption highland but also a source of industrial innovation, vividly interpreting a new development path of deep integration across culture, commerce, tourism, sports, and exhibitions," summarized Hu Yong, Deputy District Mayor of Jing'an District, Shanghai. At the consumption upgrading level, technology empowerment breaks traditional commercial boundaries, creating immersive, digital, and fashionable new experience spaces, achieving consumption iteration from "buying goods" to "enjoying scenes"; at the industrial upgrading level, technology enterprises, cultural institutions, fashion brands, and sports platforms collaborate to build a digital, integrated, and high-end innovation ecosystem, achieving industrial leap from "gathering formats" to "cultivating ecosystems."