A Warm Encounter – Building a Bridge of Friendship at the Shanghai Xiaodianxing Flagship Store

On a spring day by the Huangpu River, a quiet yet profound cultural fusion unfolded across mountains and seas. On April 28, the ASEAN Trade and Investment Coordination Center’s Shanghai Xiaodianxing Flagship Store officially opened at 668 East Beijing Road in Shanghai. Unlike the hustle and bustle of traditional commercial centers, this store is imbued with a warm, humanistic atmosphere, narrating touching stories of the 30-year journey of shared challenges and cooperation between China and the ten ASEAN countries.

The ribbon-cutting ceremony at 10 a.m. felt more like a gathering of close friends. Mr. Frank Long, Chairman of the ASEAN Trade and Investment Coordination Center, wore a traditional Thai silk tie symbolizing good fortune. Holding the hand of a Shanghai city official, he smiled and said, “This is not just a place to sell goods — it is a ‘home’ for our Southeast Asian brothers and sisters in Shanghai.” As representatives from the ten ASEAN nations in China jointly launched the “ASEAN Cross-Border Express” project, the large screen behind the stage came alive with scenes of a Laotian temple at dawn, fishing boats on Vietnam’s Mekong River, and the shimmering glow of Malaysian pewter — a flowing visual poem of culture and connection.

Frank Long, Chairman of ASEAN Trade and Investment Coordinating Centre

Stepping into the Shanghai Xiaodianxing Flagship Store feels like entering a miniature museum of ASEAN culture. In the “Centennial Craftsmanship Gallery,” 76-year-old Thai artisan Mr. Boonliang is meticulously weaving a golden teak screen. Once a craftsman for the Thai royal family, he now personally demonstrates traditional techniques to customers every day. “When I see young people taking an interest in rattan crafts, I see the vitality of our culture,” he says. Beside him, a young Shanghai woman named Xiaolin asks about the meanings behind the patterns in fluent Thai. Among her wedding dowry is a custom-made set of Southeast Asian-style furniture.

The tech experience zone is filled with a sense of wonder. With a VR headset, visitors are instantly transported into the bustling Damnoen Saduak Floating Market in Thailand, where shouts of vendors and the sweet scent of tropical fruits surround them. Even more impressive, by scanning a QR code on their phone, visitors can trace the entire journey of a durian — from being picked at 5 a.m., to a 12-hour cold-chain delivery, all kept at a constant 15°C for freshness. Ms. Liu, a customer, marveled, “Turns out ‘tree-ripened’ isn’t just a marketing slogan.”

Jin Xuemei – Vice President of ASEAN Trade and Investment Coordination Center – Xiaodianxing Shanghai Flagship Store (Manager)

The most heartwarming feature is the store’s charity corner. Sister Li, a Lahu tea farmer from Pu’er, Yunnan, is teaching Thai international students how to brew a special “tea-coffee fusion” drink. This agricultural aid project, facilitated by the flagship store, connects ancient tea trees grown at 2,000 meters in Yunnan with coffee estates in Chiang Mai. Thanks to the pilot program, 200 local households have seen their monthly income increase by nearly 1,000 yuan. Nearby, a line has formed at the plastic bottle recycling machine. Mr. Wang, a local resident holding his child, places empty bottles into the slot: “You can exchange them for handmade soap or help build eco-homes — such a thoughtful design.”

Frank Long, Chairman of ASEAN Trade and Investment Coordinating Centre and Vietnamese representatives

As night falls, the cultural experience zone transforms into a light and shadow theater. Every Friday night, the “Lancang-Mekong Starry Sky Cinema” screens classic Southeast Asian films. Last week, the Lao documentary Good Morning, Luang Prabang moved many viewers to tears. Store clerk Ah Fang quietly shared, “A Shanghai lady came to ask about visas and travel at the Lao Consulate after watching the film.”

In this small space, commerce and culture quietly coexist. When Cambodian silk meets Suzhou embroidery, when Indonesian bird’s nest encounters Guangdong herbal tea, and when Thai latex pillows carry the smiles of Yunnan coffee farmers — the warmth of commercial civilization flows silently. As Mr. Frank Long said in his opening speech, “This is not an end, but a new beginning. We want to make Shanghai a heartfelt harbor between ASEAN and China.”

Cooperation signing