Shanghai builds content economy with platforms, policy, and urban appeal

by LIU Xiaojie, NING Jiayan

The recent BilibiliWorld 2025 expo drew more than 400,000 visitors and 167 exhibitors from over 20 countries and regions, highlighting Shanghai's growing appeal as a cultural and digital content hub. Alongside events like the Shanghai International Film Festival and the upcoming ChinaJoy, the city is positioning itself as a meeting point for technology, commerce, and creativity.

Part of the appeal lies in Shanghai's ecosystem of platforms such as Bilibili and Xiaohongshu, which together attract hundreds of millions of active users and creators. Bilibili hosts nearly 4 million creators, with 30% of its top 100 based in the city. Xiaohongshu has over 350 million monthly users, half of whom were born after 1995.

Xiaohongshu creator Xia Mengren, who has over 100,000 followers and hosts a podcast, chose to settle in Shanghai after traveling and working in cities like Paris and Amsterdam. "There's business potential here, and I'm closer to the platforms I work with," she said.

Podcasters like Quan Xiaoxing, co-host of Dongya Observation Bureau, also cite Shanghai's openness and international community as key advantages. "It’s one of the few places where we can engage with a broad range of guests and audiences, both online and offline," he said.

New infrastructure is also being built. Bilibili's new 800,000-square-meter headquarters in Yangpu, scheduled to open in 2026, is expected to house around 10,000 staff and create a closed-loop ecosystem for content production and monetization.

Yangpu District has also launched "V-Junction," a coworking space with live-stream studios, editing rooms, and training facilities for creators. The goal is to support both established influencers and emerging talent.

Policy support is another factor. High living costs and long monetization cycles are common barriers for creators, and Shanghai has rolled out targeted subsidies and incentives. MCN firm Wuyou Media said its new staff and management trainees have benefited from local housing and talent support programs.

Yangpu's "Enjoy Plan" offers up to 2 million yuan in home purchase subsidies for top creators, alongside other benefits such as rent support, business incubation, and performance bonuses. Eligibility is linked to follower rankings and impact on the local economy.

"Shanghai doesn't just offer funding—it's about building an environment where creators can grow," said Wuyou VP FENGFan. "Our team focuses on content and monetization here because the city has the right audience and infrastructure."

She added that Shanghai's cultural blend—of East and West, old and new—shapes its content scene. From heritage architecture and trendy storefronts on Wukang Road to creative hubs along the Yangpu waterfront, the city provides ample inspiration.

During BW2025, foot traffic surged at venues like Bailian ZX, where sales rose 31% year-on-year. Meituan reported an 800% increase in restaurant searches nearby. Hotel bookings around the expo site also jumped, contributing to a wider boost in July consumer activity.

By combining cultural openness, commercial opportunity, and structured support, Shanghai is shaping itself into a long-term base for content creators seeking both exposure and stability.