21世纪经济报道记者 易佳颖 上海报道 一是品牌参与度广，今年首创国内外知名品牌打造"上海之夏"城市定制活动。其中，露露乐蒙将其标志 性的年度盛事"夏日乐挑战"上海赛融入活动。据介绍，今年的上海区域进阶赛将于8月2日再次登陆安义 路，把繁华商圈的马路变成有趣的"运动场"。 二是活动形式丰富，例如，IP跨界方面，上影集团将孙悟空、哪吒、黑猫警长等经典动画IP的跨界融合 和科技化、沉浸式的消费场景，持续探索文旅商体展融合的创新路径。三是精准对接需求，面向年轻二 次元客群，首创"上海之夏国际动漫月"，实现三大顶级动漫展会联动。面向时尚潮流爱好者，2026春夏 上海时装周预计吸引超8万行业精英及数千海外嘉宾，汇聚百余场新品发布首秀。 与此同时，"上海之夏"国际消费季作为以促进暑期入境消费为主的城市活动品牌，在以往境外游客的痛 点上，也将在今年推出一批针对性的新措施、新服务。其中，在离境退税服务方面，6月底上海已出台 《上海市优化离境退税消费环境行动方案（2025—2027年）》，从完善网点布局、丰富商品供给、提升 便利化水平、优化服务环境等4方面提出16项举措。目前全市已开通1391个离境退税商店，较去年底增 加近一 ...

Core Insights - The 2025 "Shanghai Summer" International Consumption Season aims to boost inbound tourism and consumption, showcasing Shanghai's summer vitality and charm [1][2] Group 1: Inbound Tourism and Consumption Growth - The first "Shanghai Summer" event achieved significant results, with inbound traveler numbers increasing by 42.2% and foreign card consumption rising by 68.2% [1] - From January to June, Shanghai welcomed 4.248 million inbound tourists, a year-on-year increase of 38.5%, and saw a remarkable 85% growth in tax refund sales for goods [1] - The rapid rise in inbound consumption is expected to diversify market demand in Shanghai [1] Group 2: Event Highlights and Focus Areas - The 2025 "Shanghai Summer" will focus on attracting global travelers through a combination of activities, products, services, and policies, tailored to different regional characteristics [2] - This year's event will feature a broader brand participation, diverse activities, and precise demand matching, including the introduction of city-customized events by well-known domestic and international brands [2] - Notable activities include the "潮玩之夏" IP series by Pop Mart, a limited-time experience space by Van Cleef & Arpels, and the integration of Lululemon's "Summer Challenge" event [2] Group 3: Targeted Audience Engagement - The event will introduce the "LEGO World Fun Festival" targeting family audiences, synchronized with global events in London, Berlin, and Boston [3] - For younger audiences, the inaugural "Shanghai Summer International Animation Month" will feature three major anime exhibitions and special ticket sales [3] - The 2026 Spring/Summer Shanghai Fashion Week is expected to attract over 80,000 industry elites and thousands of overseas guests, while major sports events like the World Rowing Championships and ATP Shanghai Masters will also take place [3]