A view of Wuzhong wet market on Wulumuqi Road M, Shanghai where Prada distributed wrapping paper and shopping bags, October 2021. Photo: SCMP/ Daniel Ren
A view of Wuzhong wet market on Wulumuqi Road M, Shanghai where Prada distributed wrapping paper and shopping bags, October 2021. Photo: SCMP/ Daniel Ren
Fashion

Prada takes over Shanghai wet market to tap Gen Z consumers – although it’s only offering wrapping paper

  • At least 200 people crowded the two-floor market where about 30 stores were operating
  • The campaign has gone viral on Chinese social media and is expected to draw thousands of Shanghai shoppers during the National Day holiday

A view of Wuzhong wet market on Wulumuqi Road M, Shanghai where Prada distributed wrapping paper and shopping bags, October 2021. Photo: SCMP/ Daniel Ren
A view of Wuzhong wet market on Wulumuqi Road M, Shanghai where Prada distributed wrapping paper and shopping bags, October 2021. Photo: SCMP/ Daniel Ren
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