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

Swedish outdoor brand Haglöfs is busy preparing its first store in Beijing, while Japan's luxury golf brand MARK & LONA has made its first entry to China, and British century-old 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 and 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, an array of trendy, athletic, and lifestyle brands that are interesting and creative have moved in.

Recently, three new first stores debuted in Beijing Fun—Benpu's first Beijing store, Beijing's first ChocChoco Chocolate Museum, and Culture China's first Beijing store—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 different brands' first stores.

This year, Beijing will further position itself as a hub for launching new products. 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. Beijing aims to attract high-profile debuts of diverse brands, and encourage eligible cultural landmarks, historical buildings, parks and scenic spots to collaborate with domestic and international brands in art exhibitions, further enhancing the city's first-store economy with Olympic, fashion, and tech-forward flair.

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