In the first half of 2026, Beijing's debut economy reached new heights, with 483 physical first stores opening across the city and 520 debut launches, premieres, exhibitions and performances held.

The chemistry between technology and commerce was the most striking feature of the debut economy in the first half of the year. The China (Beijing) Aerospace Science Center pushed past the boundaries of the traditional science museum with a 3,700-square-meter immersive complex. Unitree's direct-sale store created a hands-on window for consumers to experience humanoid robots firsthand. And the smart-robot-themed 2.0 restaurant in E-Town redefined the smart dining experience through fully automated robotic service.

Unitree Robotics Direct-sale Store

[Photo provided by an interviewee]

Food and beverage brands remained highly active in opening first stores, spanning every category from hotpot and fast food to fusion cuisine, coffee and tea. Across fashion apparel, high-end beauty, outdoor sports, gold and jewelry, and designer toys and creative goods, retail first stores showed a clear shift toward experience-driven, immersive formats. With the arrival of Anderson Bell's first store in China, the HarborHouse innovative concept store and others, the city's physical retail landscape is being reshaped.

Meanwhile, non-standard commercial spaces have emerged as a new stage for brands to tell their stories in distinctive ways. The To Summer fragrance shop at Guozijian recreates the soothing atmosphere of an old-time apothecary within a Qing dynasty residence, while the Yongdinghe Market at Shougang Park has welcomed NOYO, a new-style tea brand, where industrial heritage and tea culture spark an unexpected fusion.

The 520 debut launches, premieres, showcases and exhibitions held in the first half of the year have evolved from simple product promotion toward creating deeper emotional connections with audiences. Innovative formats — including AI-powered human-machine dance performances, debut shows featuring China-chic fashion, and immersive runway shows for accessible-luxury brands — have transformed brand messaging into engaging, multisensory experiences.

The exhibition section was equally full of highlights. The debut exhibition of intangible cultural heritage wood carving and lion dance culture gave traditional culture a contemporary, China-chic appeal, while exhibitions of Renaissance masterpieces by Da Vinci and others brought in top-tier international art resources. Together, this diverse array of exhibitions catered to the cultural interests of visitors of all ages.

In terms of location, the four major commercial districts of Wangfujing, Sanlitun, CBD and Shuangjing led the city in newly added first stores, while districts such as Xidan Financial Street, Changying, Chaoqing, Wangjing and Dongzhimen also maintained steady momentum. As the debut economy's clustering and spillover effects unfold in tandem, Beijing continues to energize urban consumption through an increasingly multidimensional commercial ecosystem.

(Source: The Beijing News)