A Scale That Rivals Akihabara: Visiting Shanghai's 'Otaku Holy Land'

아키하바라 뺨 치는 스케일, 상하이 '덕후 성지'를 가다

gamemeca Ⅰ Lyu Jong Hwa 게임메카 류종화 기자 2025.08.05 14:55 UTC+9

AI Summary

Shanghai’s Nanjing Road now boasts two massive nerd meccas. Qiaqiagu and Bailian ZX offer incredible scale and variety. It is a must-visit spot for any tourist in Shanghai.

Let’s be honest: back home, we’re practically starved of anything resembling a dedicated sanctuary for hobbyists. Sure, you have the International Electronics Center, but it’s hardly a grand affair. Travel to Japan, and you’re spoiled with Akihabara or Den Den Town; even Taiwan has dense clusters of subculture shops in Taipei and Kaohsiung. And China? It’s no longer just emerging; it’s a powerhouse. Shanghai, the crown jewel of the nation, is so deeply invested in this culture that it hosts events year-round.

As the local appetite for what they call 'two-dimensional culture' exploded, massive retail spaces catering specifically to these fans—'nerd meccas,' if you will—have sprung up. Enter Qiaqiagu and Bailian ZX, the two titans of the scene. They share two striking traits: an almost absurd scale and a prime location in the heart of Shanghai’s busiest district. The scale is something you’d be hard-pressed to find even in Akihabara, and they sit right on Nanjing Road, the city’s premier thoroughfare, which feels like a collision between Myeongdong and Gangnam. Even with the chaos of ChinaJoy in full swing, I made sure to pay these two spots a visit.

▲ Nanjing Road, Shanghai’s busiest strip. Massive department stores and malls line the grand boulevard, all wrapped in a pedestrian-only zone. (Image courtesy: Gamemeca)

▲ Both of Shanghai’s 'nerd meccas' are tucked right into this bustling hub. (Image courtesy: Gamemeca)

▲ Our first stop is Qiaqiagu, recently reborn as a multi-purpose complex. It’s located in the Waitan 18 building (Yuehui Mosaic) right on Nanjing Road, conveniently near Exit 1 of Nanjing Road Station on lines 2 and 10 of the Shanghai Metro. (Image courtesy: Gamemeca)

▲ At a glance, the place looks like a collection of standard fashion brands like MLB, MUJI, and H&M, but don’t be fooled... (Image courtesy: Gamemeca)

▲ The 'Delicious in Dungeon' pop-up at the entrance makes it clear that something else is going on here. (Image courtesy: Gamemeca)

▲ The 'Qiaqiagu' signage points us toward the 4th floor. The Chinese characters below mention cosplay supplies and exchange zones, and indeed, the floor is packed with costume-focused shops. (Image courtesy: Gamemeca)

▲ The elevator doors. Looks like there was a collaboration for 'Delicious in Dungeon' running until August 3rd. (Image courtesy: Gamemeca)

▲ A glance at the floor guide in the elevator reveals a surprising number of dessert spots on the 4th floor. (Image courtesy: Gamemeca)

▲ Emerging from the escalator, the difference is night and day. The first three floors are your typical mall, but the 4th floor is a different beast entirely. (Image courtesy: Gamemeca)

▲ It’s not immediately obvious from the entrance, so let’s venture a bit deeper. (Image courtesy: Gamemeca)

▲ There it is. The merchandise shops. (Image courtesy: Gamemeca)

▲ A wealth of goods on display. You’ll find direct imports from Japan alongside plenty of officially licensed products manufactured right here in China. (Image courtesy: Gamemeca)

▲ Gachapon machines are everywhere, naturally... (Image courtesy: Gamemeca)

▲ Even shops selling full maid outfits and frilly dresses are on display. (Image courtesy: Gamemeca)

▲ Pushing past the merchandise retail area... (Image courtesy: Gamemeca)

▲ We find a modest crane game arcade tucked away at the end. (Image courtesy: Gamemeca)

▲ There are a few food stalls, including this crêpe shop that fits the vibe perfectly. At 40–50 Yuan (roughly 8,000–10,000 KRW), it’s not exactly cheap, but they’re beautifully crafted and quite substantial. (Image courtesy: Gamemeca)

▲ Of course, there’s plenty of food that has absolutely nothing to do with the 'nerd shop' aesthetic. (Image courtesy: Gamemeca)

▲ I even spotted some Nikke merchandise being sold here. (Image courtesy: Gamemeca)

▲ The venue is a haven for cosplayers and hosts regular events, though perhaps everyone was off at ChinaJoy today—the number of cosplayers on site was minimal. (Image courtesy: Gamemeca)

▲ Stepping out of Qiaqiagu and looking across the road, a building with an unmistakable aura catches the eye: our second stop, Bailian ZX. (Image courtesy: Gamemeca)

▲ The facade features a massive poster which, it turns out, is actually a giant monitor. It constantly cycles through images and videos. (Image courtesy: Gamemeca)

▲ Let’s head inside. Bailian ZX is unique because the entire building is dedicated to 'nerd shops.' It was a standard mall until 2023, when a massive renovation turned it into a 100% hobbyist-focused venue. While Qiaqiagu is a mix of retail, events, and dining, Bailian ZX is 99% focused on gaming, anime, and film merchandise. (Image courtesy: Gamemeca)

▲ The entrance sets the tone immediately. (Image courtesy: Gamemeca)

▲ There’s a massive Dragon Ball 'Itasha' (pain car) on display... (Image courtesy: Gamemeca)

▲ And yes, there’s even a Sega store on the first floor. (Image courtesy: Gamemeca)

▲ The stairs leading down to the basement are right there. (Image courtesy: Gamemeca)

▲ B1 is home to mainstream anime and film merchandise, along with a selection of arcade games. (Image courtesy: Gamemeca)

▲ Plenty of Harry Potter goods to be found here... (Image courtesy: Gamemeca)

▲ The crane games and Sega’s MaiMai cabinets are seeing plenty of action. (Image courtesy: Gamemeca)

▲ The floor plan. Seven floors from B1 to 6F are absolutely packed with character goods and collectibles. (Image courtesy: Gamemeca)

▲ Time to ride the escalators and explore each floor. (Image courtesy: Gamemeca)

▲ The atrium is open-air. That Tomie poster really grabs the attention. (Image courtesy: Gamemeca)

▲ Unlike the quieter atmosphere at Qiaqiagu, Bailian ZX was packed. It attracts a high volume of general tourists who might not even know what ChinaJoy is. (Image courtesy: Gamemeca)

▲ It’s so filled with famous retail brands that you might momentarily forget if you’re in Japan or China. (Image courtesy: Gamemeca)

▲ You can see people trading cards on the spot all over the place. (Image courtesy: Gamemeca)

▲ There’s a Miku Cafe that requires a reservation... (Image courtesy: Gamemeca)

▲ And a One Piece Cafe where the crew serves up the drinks. (Image courtesy: Gamemeca)

▲ There’s even a Blue Archive Cafe popular with students; the menu and merchandise lineup are surprisingly solid. (Image courtesy: Gamemeca)

▲ The sheer variety of figures and trading cards for sale is staggering. (Image courtesy: Gamemeca)

▲ If I tried to list all the merchandise here, this article would never end. (Image courtesy: Gamemeca)

▲ For that reason, I’ll limit this to a brief taste of what’s on offer. (Image courtesy: Gamemeca)

▲ A nice touch is the abundance of lounge space, likely used for event hosting when the time calls for it. (Image courtesy: Gamemeca)

▲ There’s even a dressing room for cosplayers. It’s quite flashy. (Image courtesy: Gamemeca)

▲ The exterior was lined with birthday posters for various characters. I’m not sure if these are fan-made like back home or if Bailian ZX manages the requests. (Image courtesy: Gamemeca)

▲ That covers our tour of the two 'nerd meccas' on Nanjing Road. It’s not just the scale that impresses, but the fact that these spaces are integrated into the city’s busiest shopping district, making them accessible to everyone. Since Nanjing Road is a mandatory stop on any Shanghai itinerary, I highly recommend swinging by. (Image courtesy: Gamemeca)

국내에는 일명 '덕후 성지'라 불리는 상시 매장이 없다시피 합니다. 국제전자센터 정도가 있긴 하지만, 규모가 많이 작죠. 반면 일본의 경우 아키하바라나 덴덴타운 등 서브컬처 상점이 몰려 있는 거리들이 존재하고, 대만 역시 타이페이와 가오슝 등에 이러한 상점이 밀집된 구간이 있습니다. 신흥 서브컬처 강국으로 떠오른 중국 역시 예외는 아닌데요, 특히 중국 최대 도시인 상하이는 연중 다양한 행사가 열릴 만큼 서브컬처에 진심인 곳이기도 합니다.

현지에서 '이차원 문화'라 불리는 서브컬처를 향유하는 이들이 많아지니, 이들을 겨냥한 대형 샵들도 늘어나 결국엔 '덕후 성지'라 불리는 공간들이 생겼습니다. 바로 치차차(奇卡卡, qiaqiagu)와 바이롄 ZX 창취촹(百联ZX创趣场, 이하 바이롄 ZX)이라 부르는 곳들입니다. 이 곳들의 특징은 크게 두 가지. 어마어마한 스케일과, 상하이 최대 번화가 한가운데 자리잡고 있다는 점입니다. 스케일의 경우 단일 건물 규모만으로 따지면 일본 아키하바라에도 없을 정도로 크고, 위치는 한국의 명동과 강남을 합쳐놓은 듯한 상하이 최대 번화가 '난징동루' 한복판입니다. 차이나조이 기간임에도 불구하고 많은 이들이 북적거렸던 이 두 곳을 탐방해 보았습니다.