Shanghai Xinhua Media Chain

中文摘要 ↓

Chinese name

上海新华传媒连锁

Pinyin

Shànghǎi Xīnhuá Chuánméi Liánsuǒ

Registered name

上海新华传媒连锁有限公司

Unified Social Credit Code

91310000787822007F registered in Shanghai 上海

Website

• www.xinhua.sh.cn

WeChat

• 上海新华悦读 (Official · Shanghai Book City)

Brand ambassadors and short drama

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 Shanghai Book City (上海书城) among other outlets, registered in Shanghai at 127–131 Shijia Street, Gaoqiao Town, Pudong New Area (浦东新区高桥镇石家街127-131号) under Chen Ge (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.