Shanghai Unveils ‘UP! SHANGHAI’ City Image Film for 2026
On July 27, 2026, Shanghai officially released its latest city image film, “UP! SHANGHAI” (上海，在更高处相见), a 90-second cinematic portrait coinciding with the 100-day countdown to the 9th China International Import Expo (CIIE). Produced by the Shanghai Municipal Government Information Office and created by Shanghai Media Group, the film immediately began airing across major media platforms, continuing a tradition of using visual storytelling to showcase the city’s global ambitions.
A Tradition of Urban Storytelling
Shanghai has cultivated a consistent city branding strategy over recent years, with image films released ahead of each CIIE edition. The 2023 release featured a nine-language version under the theme “Shanghai Let’s Meet,” while the 2024 “GO AND SEE SHANGHAI” international version continued the narrative. The 2025 “Shanghai Level Up” short video preceded the 7th CIIE. The 2026 film, “UP! SHANGHAI,” builds directly on this legacy, reinforcing a cohesive brand identity that has become synonymous with Shanghai’s international outreach.
According to The Paper, the film is part of the broader “SHANGHAI LET’S MEET!” series, which has evolved into a recognizable tagline for the city’s global communications. The consistent use of this messaging across multiple years indicates a deliberate, long-term approach to city branding rather than a series of one-off campaigns.
The Film’s Message: A Threefold Vision of ‘Upward’
The film’s central metaphor — “向上” (upward/rising) — operates on three interconnected levels, as detailed in the official release from the Shanghai Information Office. For individuals, “upward” represents embracing opportunities and reaching new heights in life. For industries, it signifies driving innovation and achieving breakthroughs at higher levels. For Shanghai itself, it embodies elevating the city’s capacity and continuously enhancing its global influence.
This three-tiered narrative is deliberate. 2026 marks the first year of China’s 15th Five-Year Plan period (2026–2030), a significant milestone in national development strategy. The film’s theme aligns with this new phase of growth, presenting Shanghai as a city in active ascent — not merely in economic terms, but in its ambition, innovation, and global standing.
“When everyone strives upward, when every possibility converges at a higher place, a city gains the power to continuously rise,” the film’s official description reads. The message concludes with the tagline, “Let’s meet at a higher place! SHANGHAI LET’S MEET!” — an invitation extended to both domestic audiences and the international community.
Strategic Timing with the 9th CIIE
The release on the 100-day countdown to the 9th CIIE, scheduled for November 5–10, 2026, is no coincidence. As Yicai reported, the film serves dual purposes: generating international anticipation for the expo while reinforcing Shanghai’s brand as an open, dynamic global city.
The 9th CIIE has already confirmed participation from 57 countries and 3 international organizations for the national exhibition. The enterprise exhibition maintains its super-large scale of 360,000 square meters. The expo’s theme, “New Era, Shared Future,” echoes the inclusive, cooperative spirit that Shanghai seeks to project through its city branding efforts.
Economic Signals and Policy Backdrop
The film’s release comes amid positive economic indicators for Shanghai. The city recorded 2,491 new foreign-invested enterprises in the first five months of 2026, a 1.0% year-on-year increase, while actual foreign direct investment reached US$8.143 billion, up 6.9% year-on-year. As of May 2026, Shanghai hosts 1,101 regional headquarters of multinational corporations and 660 foreign R&D centers.
Recent policy enhancements further strengthen Shanghai’s appeal to international visitors and businesses. The “Tax Refund 2.0” policy, which took effect on July 1, 2026, introduces paperless processing for tax refunds. Visa facilitation measures have been implemented for foreign exhibitors attending the 9th CIIE, alongside upgraded digital services including the “Jinboshi” AI assistant, which provides navigation and translation support at the expo venue. Full 5G-A and 10G optical network coverage will be available at the National Exhibition and Convention Center.
Looking Ahead: Shanghai on the Global Stage
The release of “UP! SHANGHAI” is more than a promotional exercise — it represents a carefully orchestrated element of Shanghai’s broader cultural diplomacy strategy. By tying the film’s launch to the CIIE countdown, Shanghai signals its readiness to welcome the world, not just as a trade partner, but as a global city with a distinct identity and vision.
As the 9th CIIE approaches, the film will continue to air across domestic and international platforms, serving as an invitation and a statement of intent. In a year that marks the beginning of a new five-year development cycle, Shanghai’s message is clear: the city is moving upward, and it invites the world to meet it there.