Luohu reinvents holiday consumption with cross-border appeal and cultural innovation

This summer, Luohu District has emerged as a hotspot for holiday consumption in the Greater Bay Area, blending dynamic retail scenes with vibrant cultural offerings. From young visitors scaling rock walls to Hong Kong tourists queueing for photos beside giant art installations, Luohu is redefining shopping and leisure with its scene revolution and Shenzhen-Hong Kong synergy model.

At Yitian Holiday Plaza, foot traffic exceeded 2 million in its first month of operation, fueled by British artist Wilde’s debut exhibition "Fantastic Holiday," which drew hundreds of daily visitors. Meanwhile, Hubei Li, in its trial opening phase, attracted crowds with large-scale art installations like the RUARUA Rabbit. The upcoming Maoye Worldhas already signed brands such as Starbucks and McDonald’s, building anticipation for its “Shenzhen-Hong Kong Lifestyle and Food Hub.”

Yitian Holiday Plaza’s performance highlights Luohu’s retail resurgence: 100% leasing rate, 95% opening rate, and a steady flow of Hong Kong visitors averaging 2–3 trips per week. Branded as a multi-dimensional art experience mall, it has become a core engine driving the holiday economy.

First stores and immersive spaces drive footfall

Luohu’s success rests on its first-store economy, introducing over 200 brands, including four national first stores, eight Shenzhen firsts, and 36 district firsts. Innovative design also plays a key role: British and Japanese studios created a "Nature Paradise" space with themes of flowers, valleys, clouds, sounds, and waterfalls—turning it into a Gen Z social media hotspot. Architect Tadao Ando’s under-construction 8,000m2 "Hall of Light" has already drawn 50,000 visitorsto its manuscript exhibition.

Cross-border consumption fuels growth

Hong Kong residents are now a critical consumer base. About 40,000 Hong Kong people live in Luohu, and over 6,400 Hong Kong-invested enterprisesoperate here. At Yitian Holiday Plaza, Hong Kong visitors account for 30% of supermarket sales and frequent trips underscore a shift in shopping patterns. 

Revitalizing traditional hubs and cultural integration

Legacy malls and shopping districts are also transforming. Shenzhen’s MixCpiloted an instant tax refund point in 2023, while King Glory Plazais expanding tax refund coverage to over 100 brands in 2025. The historic Dongmenarea is engaging Gen Z shoppers with e-sports festivals, metaverse AR streetscapes, and anime markets, drawing thousands to single events.

Luohu’s unique position as a Shenzhen-Hong Kong consumption hub—anchored by Luohu, Wenjindu, and Liantang checkpoints—gives it an edge that’s hard to replicate. The district contributes 14% of Shenzhen’s retail sales on just 4% of the city’s land, with landmark projects and cultural infusions driving sustained growth.

Government initiatives are accelerating this momentum. Nearly 2 billion yuan is being invested to upgrade five core commercial zones by 2026. A "30-minute intercity commuting circle" is also in the works to further integrate Shenzhen-Hong Kong lifestyles.

As cultural, retail, and tourism elements converge, Luohu is charting a bold new course for holiday consumption and cross-border living in the Greater Bay Area.