In early July, the inaugural "Shanghai Summer International Animation Month" kicked off, featuring the first-ever collaboration among three major events: the China International Animation & Game Expo (CCG EXPO), Bilibili World (BW), and China Digital Entertainment Expo & Conference (ChinaJoy). Together, they delivered a summer blockbuster for anime fans in Shanghai and across China. Recently, Shanghai’s streets have become a vibrant stage for cosplayers posing for photos and queuing for limited-edition merchandise, forming a new urban landscape.
"This unprecedented synergy made the events more open and diverse than ever," said Chen Liqiong, a volunteer and soon-to-be college student after completing her national college entrance exam. Tasked with distributing materials and guiding visitors, she was thrilled by the interconnected activities: "Collecting stamps at BW could redeem exclusive ChinaJoy merchandise, while CCG EXPO’s iconic IPs took the stage at BW – it was a feast for the eyes!"
The triple-event collaboration, a highlight of this year’s Animation Month, set a new scale record for Shanghai’s anime conventions. CCG EXPO launched in early July, showcasing hits like Lord of Mysteries and Punishing: Gray Raven, alongside tabletop gaming demos, guest signings, and Butoh dance experiences. Mid-July saw BW debut at the National Exhibition and Convention Center (Shanghai), where cutting-edge gaming gear and tech innovations let audiences explore "black tech" with gamers and tech enthusiasts. As an offline extension of online culture, BW has consistently offered immersive experiences and networking platforms for anime fans.
ChinaJoy, evolving from a gaming-focused event into a global hub for tech innovation, digital culture, and international exchange, will commence on August 1. Embracing technology, it will debut an "Intelligent Entertainment Robotics" zone, host the ChinaJoy AIGC Conference, and launch the "Global AI Game Developer Competition" to explore AI-gaming integration. Exhibitors will demo tech-powered mobile games and cross-platform digital entertainment scenarios.
As a global metropolis, Shanghai is leveraging the Animation Month to attract worldwide attention. CCG EXPO’s flagship "Trendy Game Carnival" drew 480 exhibitors from Japan, the Philippines, Mexico, France, Russia, and beyond. The "Shanghai International Tabletop Game Championship" pitted over 100 designers from nearly 300 studios against each other. BW welcomed attendees from 20+ countries/regions, with international ticket holders (using passport verification) accounting for 13% – including fans from Brazil and Saudi Arabia alongside neighboring Japan and Korea.
The event’s success reflects Shanghai’s progress in boosting cultural tourism through ACG ("two-dimensional") economies. From themed bubble tea collaborations to subway flash mobs, comic conventions to anime-centric malls, the city’s "ACG density" keeps rising. These innovative formats and scenarios captivate youth, driving integrated development of culture, tourism, commerce, sports, and exhibitions. Shanghai now leads China with 15 top-tier ACG malls and 80 flagship ACG stores, generating nearly 1.2 billion yuan in annual offline ACG sales (2024).
Home to iconic IPs, diverse formats, industrial clusters, and consumption scenes, Shanghai has cultivated a rich anime-gaming culture, earning its reputation as China’s "ACG Capital." Industry giants like miHoYo, Paper Games, and Lilith Games, alongside platforms like Bilibili, converge here, forming a dynamic ecosystem that spans IP creation, incubation, and operation – solidifying the city as a hotbed for ACG-driven growth.
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
