In the first five months of 2025, nearly 400 first stores were launched in Beijing. This marks a continued rise of the first-store economy.

Swedish outdoor brand Haglöfs is currently finalizing the setup of its first store in Beijing, while Japan's luxury golf brand MARK & LONA has made its debut in China. Century-old British fashion brand KENT & CURWEN has opened its first Beijing boutique. Among the 400+ businesses in China World Mall, over 100 are first stores.

In the first half of 2025, Taikoo Li Sanlitun welcomed nearly 30 first/flagship stores. From sipping afternoon tea at the art-infused LE COQ WINE & BISTRO, to tasting handmade Portuguese egg tarts at VITOR CASTRO, or enjoying British desserts at AMAM LONBAKERY TOWN, visitors can have an immersive experience of creativity and flair offered by a vibrant mix of trendy, athletic, and lifestyle brands.

Recently, Beijing Fun saw the debut of Benpu, ChocChoco Chocolate Museum, and Culture China in the city — covering retails, food, cultural experiences, and immersive theaters. Other hubs like Chaoyang Hopsen One, Haidian Joy City, Zhonghai Daji Alley, and Zhongguancun ART PARK are also becoming magnets for first stores of various brands.

This year, Beijing will further strengthen its role as a first-launch hub. The city plans to support Dongcheng, Xicheng, Chaoyang, Fengtai, and Daxing districts in building centers for launching fashion products, while encouraging Haidian, Shijingshan, and Huairou districts to nurture hubs for releasing technological and electronic products. It also aims to attract high-profile debuts of diverse brands, and incentivize eligible cultural landmarks, historical buildings, parks and scenic spots to collaborate with domestic and international brands on art exhibitions, further enhancing the city's first-store economy with Olympic, fashion, and tech-forward appeal.

(Sources: Beijing CBD, Xicheng Beijing, Beijing Daily, Beijing Youth Daily)