Welcome to "YuWuYu," the city's first "magic shop" located in downtown Xujiahui, which has been conjuring rapid sales.

The shop, supplying 120 kinds of elementary tricks like the card series and the sleight-of-the-hand series, offers "a glimpse into the marvelous world of conjurers," said owner Zhang Yu, who calls herself a "magic businesswoman."

With some 1,000 visitors every day, the shop has already started making profits though it was launched just around Christmas. Among the customers, a "considerable number" are patrons, she said.

According to Zhang, most of her products - both performance-oriented and for leisure - are from European and southeast Asian countries.

While customers can enjoy free performances from shop assistants, to learn details about the tricks and how to do them, they have to pay for the magic props.

The price of props for each trick ranges from 20 yuan (US$2.4) to 500 yuan. But for common amusement tricks, they are cheaper at 30-40 yuan each, said Zhang.

For instance, the prop for a popular magic "Sweet-hearts" - a special heart-shaped piece of sponge - costs 38 yuan. The prop can be separated into "two distinct hearts" in a second, which attracts many young love birds.

"I enjoy the process of thinking out the magic tricks. So, I usually buy the props and try to find the secrets for myself at home," said Chen Zheqi, a magic fan in his 30's.

"Magic is an art which can enlighten us to think in diverse directions. Maybe that's why it's so popular," added Zhang, who recently opened another outlet in Wenzhou City, Zhejiang Province.

Wang Shihao, a member of the Shanghai Association of Magicians, said, "The shop may help fuel more interest in magic, which could push the development of the local magic industry."

"Currently, most local magic, either the creation itself or the props, are introduced from abroad," said Wang, adding he was not worried that such businesses would take away the mystery surrounding magic because "the tricks sold are of elementary level."

(eastday.com March 25, 2003)