A Shanghai bookstore renowned for its futuristic interior design, which has been drawing enthusiastic crowds even through the recent summer rainstorms, is being lauded as one of the city’s latest cultural and tourism landmarks. Locals and visitors alike are flocking to the site, which has, since its 2013 opening, become a shining symbol of the dramatic transformation underway in China’s traditional bookstore sector (CGTN).
The emergence of this bookstore as a magnet for both culture-seekers and tourists is emblematic of broader shifts in urban China, where physical bookstores are evolving from mere retail outlets into experiential destinations. Despite the digital boom—e-books, online retailers, and audiobooks—demand for tactile, immersive reading environments persists and appears to be growing, particularly among younger generations and urban professionals seeking communal experiences and creative inspiration.
What sets this Shanghai bookstore apart is not only its vast and eclectic selection of literature but also its signature interior design, which leverages futuristic architectural elements to create a unique ambience. Visitors have remarked that the space blurs the line between a bookstore and an art installation, offering both leisure and learning in a visually stimulating setting. The appeal reflects a global trend, evident in cities like Tokyo, Seoul, and Bangkok, where iconic bookstores have become social media sensations and must-visit urban attractions (The Guardian), boosting cultural tourism.
Academic research supports this trend, revealing that the resurgence of brick-and-mortar bookstores is tightly intertwined with shifts in urban lifestyles and the desire for third spaces—venues aside from home and work for genuine social interaction and self-improvement (Journal of Urban Culture Research). According to a 2022 study in the International Journal of Tourism Cities, bookstores with distinctive architectural styles, curated local content, and events programming drive foot traffic and enhance a city’s cultural capital (Emerald Insight).
A spokesperson for Shanghai’s municipal cultural bureau noted, “Bookstores like this not only foster reading culture but anchor the city’s cultural identity and diversify its tourism sector.” The official added that the site frequently appears in travel blogs and lifestyle media, with positive effects on nearby businesses and the surrounding neighborhood’s creative economy.
For Thai readers and entrepreneurs, Shanghai’s model provides intriguing lessons. Bangkok, too, has witnessed the transformation of bookstores like the renowned store in Siam Square or artist-run booksellers in Ari. These spaces have become community hubs, hosting literature workshops, art talks, and collaborative projects that appeal to both locals and tourists. According to a Thai hospitality consultant, “Bookstores with immersive atmospheres and cultural programming are a major driver for urban tourism and can act as incubators for creative industries.”
Historically, bookstores in both China and Thailand have served as critical sites for intellectual exchange and social activism. However, globalization and e-commerce had led to a decline in physical bookstores. The latest Shanghai example signals a revival, with brick-and-mortar venues pivoting toward experience-based retailing, blending books, coffee, events, and spectacular design. Data from China’s Ministry of Culture and Tourism show a marked increase in city-based cultural itineraries, with bookstores now often listed alongside museums, galleries, and historic quarters.
Looking forward, analysts suggest the bookstore phenomenon may spur further collaboration between cultural sector stakeholders—municipalities, designers, publishers, and hospitality businesses. Potential developments include integrated cultural precincts, augmented reality installations in bookstores, and expanded partnerships with schools and tour operators. The durability of this trend will hinge on sustained innovation and the ability to adapt to changing urban demographics.
For Thai cities aspiring to boost their cultural tourism credentials, the lesson is clear: invest in unique, experiential spaces that celebrate literature and local culture. City planners and business owners should consider how bookstores and similar venues can elevate the urban brand, support creative talent, and enrich the tourism experience. Residents are encouraged to support local bookstores and participate in cultural events to sustain these vital community assets.
For more information, see: CGTN report on Shanghai bookstore, International Journal of Tourism Cities article, and The Guardian’s coverage of global bookstore trends.