Shanghai Xinhua Media Chain
- Chinese name
- 上海新华传媒连锁
- Pinyin
- Registered name
- 上海新华传媒连锁有限公司
- Unified Social Credit Code
91310000787822007Fregistered in Shanghai 上海
Shanghai Xinhua Media Chain (上海新华传媒连锁有限公司) is the Shanghai bookstore and cultural retail chain that operates 上海书城 among other outlets, registered in Shanghai at 浦东新区高桥镇石家街127-131号 under 陈格. It is a recurring winner of public library book-supply tenders across several provinces.
It uses a digital human as a programme host. It launched the AI digital human Xiao YUE (小YUE) to front a 365-day reading-promotion programme, extended into subway campaigns aimed at commuter reading — a synthetic presenter carrying a sustained public campaign rather than a launch event.