Published on: 2026-08-19
Source: People’s Republic of China — Translation
An important disclaimer is at the bottom of this article.
Shanghai, August 19 /Xinhua/ — The visa-free regime between China and Russia has opened not only new tourist opportunities but also an unusual format for promoting Chinese brands. Now many Russian tourists during their trips to China have begun to pay more attention to products of local designer brands featuring elements of traditional culture.
Proof of this trend can be seen in the stores in Shanghai, in eastern China. Among them is the custom tailoring center “Nanwaitan”, also known as the Light Textile Market on the South Bund. On Tuesday, as part of the Chinese stage of the China-Russia cross-border media tour dedicated to the 70th anniversary of cooperation between the news agencies Xinhua and TASS, representatives of the two agencies visited this center, which is very popular among foreign tourists.
Comprehensive custom tailoring services are offered here for all types of clothing: suits, qipaos, evening dresses, and other garments, especially those featuring elements of Chinese culture.
“Chinese elements in clothing are currently trending, for example, Chinese dragons are very popular. And overall, the style we saw in this market, traditional Chinese, is now very fashionable; it is used not only by some mass brands but also by luxury brands,” shared Julia Kozlova, Deputy Head of the Foreign Subscribers Information Editorial Office at TASS.
According to the latest data from the city’s Department of Culture and Tourism, from January to June 2026 Shanghai received a total of 355.7 thousand Russian tourists, which is 132% more compared to the same period last year. This dynamic in tourist flow has generated an active demand for modern Chinese designer products.
During peak tourist activity, queues form for an hour or more at several retail locations in Shanghai, with speech heard in various languages in the halls. Visitors choose shoes, bags, and other accessories, often purchasing several items at once. Some of the purchases are for personal use, while others are gifts for loved ones back home.
The acquaintance of Russian tourists with Chinese brands often begins on social media. Doctor Alina Krasnotsvetova from Russia learned about the Chinese shoe brand PANE on Instagram. Having come to China for a medical scientific conference, she specifically visited its store in Shanghai to try on shoes. “It is difficult to find models similar in design in Russia. It seemed to me that the shoes in this store are very innovative and at the same time quite international,” she said.
“After the introduction of the visa-free regime, many Russians come to China, get acquainted with a large number of local Chinese brands, and gain a deeper understanding of them. They actively share information about brands like Songmont and PANE on Instagram,” says Russian tourist Evgenia Azarenkova, shopping on Huaihailu Street. According to her, these brands have both an international style and tangible elements of traditional Chinese culture, which strongly distinguishes them from most popular models on the European market.
Statistics show the scale of this phenomenon. For example, the brand Songmont has already gained almost 600 thousand followers on Instagram. At the peak of the tourist season, the share of foreign buyers in its Shanghai stores reached 50 percent.
In addition to mass shopping at brand stores, the cultural and commercial complex ICCF GARDEN, located in the historic-cultural zone of Hengshanlu and Fuxinlu streets in Shanghai, offers visitors a unique immersive experience into Chinese aesthetics. Russian blogger Mia Ars highly praised its distinctive architecture and multifunctional space, which combines restaurants, cafes, art exhibitions, and designer clothing stores. In her opinion, this place allows not only shopping but also fully experiencing the charm of contemporary Chinese art.
As employees of the complex note, the visa-free regime and the popularity of the “China Travel” trend have significantly increased the flow of foreign consumers, among whom tourists from Russia hold leading positions. Unique products of the ICCF brand are in particular demand among foreign guests – clothing made from traditional Xiangyunsha silk fabric, which is an object of China’s national intangible cultural heritage, as well as joint designer collections released in collaboration with the Shanghai Museum.
A similar picture is observed not only in Shanghai but also in Beijing, Sanya, Harbin, and other popular Chinese destinations among Russian tourists. As representatives of Chinese brands note, relying on a developed supply chain in the industrial sector, constantly improving proprietary design, and growing cultural confidence of China, domestic retail brands are shifting from simple product export to full-fledged brand promotion in the global market. They use universally accepted approaches to product presentation and languages of design and visual communication to tell authentic stories of modern Chinese brands.
Please note; This information is raw content obtained directly from the information source. It is an accurate report of what the source claims and does not necessarily reflect the position of MIL-OSI or its clients.