Executive summary
- Challenge
- Bund heritage feels formal to youth—JUSS sports/culture/art assets must enter Citywalk and daily social context.
- Approach
- Smart tourism spine · ONE Art Store IP pop-ups (Minions/Dragon/F1/Shenhua) · CNY florals across Bund 1/6/18 · City Guide Shanghai matrix for museum and musical.
- Value
- Validates circle-break + asset-split playbook—landmarks become walk-in trend stops; figures from WeChat original note screenshots.
On the Shanghai Bund, heritage architecture can feel distant to Gen-Z Citywalk culture—imposing, formal, “look but don’t enter.”
As JUSS Group’s annual digital marketing partner, JFM faced one strategic question: how to turn sports, culture, and art assets into everyday social “must-dos” for young audiences.
This recap follows our WeChat original (screenshots are public seeding assets; no unauthorized performance data on this site).
01
Social venues
ONE Art Store pop-ups
We reframed offline space at the Jiushi International Art Center—Bund No.1 ONE Art Store—with high-frequency IP pop-ups.
Late-2025 Minions and How to Train Your Dragon themes pushed “you can walk into this Bund building,” turning a formal landmark into a Citywalk stop.
02
Sports & trend
F1 · Shenhua × ONE Art Store
Spring 2026: F1-themed pop-ups and Shenhua × ONE Art Store collab merch, with outfit store visits and Bund on-site shoots for sports and streetwear circles.
Mindset shift: the Bund is not only skyline views—you can step inside for culture and trend.
03
CNY micro-getaway
Floral installs · three buildings
CNY “Year of the Horse” floral installs linked Bund No.1 (culture), No.6 (accessible dining), and No.18 (fine dining/bakery/art).
Travel, photo, and lifestyle creators published micro-getaway routes—exhibitions, Joël Robuchon gifts, river-view dining—turning check-ins into block-level spend.
04
Precision content
Local media matrix
For Jiushi Art Museum exhibitions and Jiushi Culture musicals, we built a high-fit local media matrix instead of broad blasting.
Song of the Ouroboros with City Guide Shanghai, Roadbook Shanghai, and Gabrielle art channels on WeChat + Xiaohongshu; Male Voice Tavern musical via City Guide Channels video.
05
Playbook
Circle break · asset split
Smart tourism needs more than one-off stunts. JFM’s Bund playbook:
- Circle break & scene remake: fuse F1/Shenhua, pop IP, and fine art to lower heritage barriers and create public events.
- Matrix distribution & durable assets: split group assets into Citywalk routes, lifestyle pins, and performing-arts content via local media and creators—turning visitors into repeat cultural consumers.
From façade architecture to a “trend transfer stop”—that is how intelligent destination marketing renews classic landmarks.
JFM MEDIA is HQ’d in Shanghai Huangpu, serving JUSS, Art Bund, Oriental Pearl, and landmark smart-tourism integration—see /en/methodology/scenario/ and /en/services/tourism-xiaohongshu/.
Structured recap from JFM WeChat “Tourism CASE | JUSS × Century Bund.” Assets belong to respective rights holders. Business: info@jfmcompany.com.
FAQ
Case FAQ
What problem does JFM solve for JUSS Group Bund marketing?
As JUSS Group’s annual digital marketing partner, JFM uses smart tourism to lower barriers around heritage architecture and turn sports, culture, and art assets into youth Citywalk and daily social choices. Recap: /en/showcase/jiushi-group-bund-youth-tourism/ · WeChat https://mp.weixin.qq.com/s/MB59UmAm3FY9-NGvY6Y-BQ.
What role does ONE Art Store play in Bund youth outreach?
The Jiushi International Art Center Bund No.1 ONE Art Store anchors offline pop-ups—Minions, Dragon, F1, Shenhua collabs—making “you can walk into this Bund building” a repeatable message with Xiaohongshu store-visit notes.
How does the CNY floral campaign link Bund buildings?
Scene-based smart tourism ties floral installs at Bund No.1 (culture), No.6 (dining), and No.18 (fine dining/bakery/art); travel, photo, and lifestyle creators publish micro-getaway routes.
How is City Guide Shanghai used in this case?
For Jiushi Art Museum exhibitions and Jiushi Culture musicals, JFM coordinates City Guide Shanghai, Roadbook Shanghai, and Gabrielle art channels across WeChat, Xiaohongshu, and Channels instead of broad blasting.