Leading Business Innovation: The Light Cultural Tourism and Commercial Integration of China Merchants Shekou Sea World

Amid the wave of new market dynamics, consumer behavior is undergoing profound transformation. It is evolving from the traditional single dimension of material transactions toward a new stage that touches the hearts of consumers and sparks emotional resonance. This trend has been vividly reflected in this year’s holiday consumption data: during the three major national holidays—Spring Festival, Labor Day, and Dragon Boat Festival—both domestic travel volume and per-capita spending showed year-on-year growth, highlighting the vitality and immense potential of China’s tourism and leisure consumption market. As a result, the boundaries of the cultural and tourism industry are constantly expanding, positioning it as a new driving engine of economic growth.

The essence of cultural-tourism commerce lies in achieving a leap from “scenery” to “business”—seamlessly integrating the essence of regional culture into all-day, all-around experiential products, thereby driving a comprehensive upgrade in product dimensions. The Sea World product line under China Merchants Commercial Management exemplifies this vision in action. Its commercial complexes ingeniously blend the unique cultural and tourism characteristics of each region, introduce innovative business formats, and deeply bind brand innovation with scene-based IP. By leveraging the dual advantages of “immersive scenarios + traffic generation,” Sea World creates a festival-like consumer journey that goes far beyond shopping.

This transformation not only enhances the quality and enjoyment of consumption but also accelerates the deeper evolution of cultural-tourism commerce. From Shenzhen to Xiamen to Shanghai, it is the same coastal commerce, the same city landmarks—yet each city shines with its own unique highlights.Through the successful operation of Sea World, we can witness the rise of a new ecosystem of commercial development: distinctive cultural-tourism content brings in large-scale consumer traffic, while commerce, in return, fuels the continuous renewal and evolution of cultural-tourism landscapes. Together, they form a stable and healthy closed loop, achieving a win-win in both footfall and revenue.

In the first half of 2024, Shenzhen Sea World welcomed over 17 million visitors, a year-on-year increase of nearly 20%, while Xiamen Sea World’s overall sales revenue rose by almost 10% compared to the same period last year.By elevating itself through cultural-tourism DNA and activating new value within urban spaces, Sea World—China Merchants Commercial Management’s flagship product line—has become a benchmark of fusing international vision with local identity. Rooted in deep exploration of urban culture and emerging consumer demands, it continuously amplifies its cultural-tourism and leisure foundations. With an innovative spirit, it has created coastal commercial landmarks that are difficult to replicate, injecting fresh vitality into urban commerce.

Shenzhen Sea World is the city’s first national-level night-time cultural and tourism consumption hub, with the iconic Minghua Ship at its heart. Built upon the preservation of Shekou’s historical heritage and natural coastal landscapes, it incorporates an international flair to create a one-of-a-kind open cultural-tourism commercial complex with distinctive coastal character. The development integrates hotels, residences, office spaces, retail shopping, leisure and entertainment, as well as arts and culture, making it one of Shenzhen’s most popular and “chill” landmarks for both locals and tourists.The architectural design—combining street-block layouts with modular “box” structures, tiered terraces, and multi-ground-level entrances—not only provides tenants with expanded outdoor display and dining spaces but also enhances the viewing experience and leisure atmosphere for visitors.

In its latest round of upgrades launched last year, the central plaza introduced unique features such as a 3D naked-eye video show, a sea-breeze rooftop terrace, and an international bar street. The Minghua Ship, recognized as an “immovable cultural relic of Nanshan District, Shenzhen,” also began a comprehensive functional revitalization project this year.Over nearly 11 years of operation, guided by its core DNA of openness, inclusivity, and international art, Shenzhen Sea World has maintained steady growth while continuously pioneering “non-standard” innovations.Highlights include Shenzhen’s largest 360° open-air panoramic music and water show, which has offered over 3,000 free performances to the public since its debut, and the Sea World Culture and Arts Center, designed by Pritzker Prize winner Fumihiko Maki. The center houses a museum, a small theater, galleries, and a waterfront event hall—further strengthening Sea World’s reputation as a cultural landmark and a “cultural calling card” for Shenzhen.

Nearly two years after its grand opening, Xiamen Sea World launched a bold and comprehensive renovation this year. One of the highlights is the upgraded China Merchants Ice & Snow World, which officially debuted on July 26. This dynamic attraction integrates ice sports, snow-themed leisure entertainment, and immersive winter landscapes into a single destination.Ice & Snow World is divided into two main zones: “Snow Adventure Ski Resort” and “Ice & Snow Amusement Park.” The newly revamped amusement park introduces the theme of a “Mystical Ice Kingdom,” transforming 3,500㎡ of indoor space into a Nordic fairytale world. It features eight themed landscapes and attractions, including a Snow Town, Glacier Ruins, and a Dragon Slide, offering visitors an adventurous experience of “saving the frozen kingdom.”Since its reopening, Ice & Snow World has attracted over 50,000 monthly visitors, marking a 200% year-on-year increase in foot traffic and a 187% rise in revenue.

Spanning more than 30,000㎡, the Marine Kingdom complements the experience with a combination of ocean exhibitions, live performances, family-friendly interactions, and diningentertainment. New immersive shows, such as the Fantasy Theater and Sea Lion Wellness Show, continue to enrich the visitor experience and meet the demands of core consumergroups.Additionally, the Pet Planet attraction has been upgraded, introducing four themed zones—desert, jungle, rainforest, and pasture—to create a premium indoor pet paradise. Byintegrating terrestrial and marine animal exhibits, live performances, and interactive experiences, it delivers a one-stop immersive pet-themed park designed to satisfy diverse consumer preferences.The continuous evolution of attractions and introduction of new brands ensure Sea World retains its freshness. For China Merchants, which has a century-long legacy, the secret to sustained vitality lies in constant innovation and staying relevant to the times.From an operations perspective, China Merchants Commercial Management leverages its strong market influence to attract a wide array of impactful brands.

Xiamen Seaworld: From Leisure Destination to Commercial Landmark with Constant Brand UpgradesWith its natural “traffic-attracting” appeal, Xiamen Seaworld carries multiple labels such as “leisure tourism destination” and “new commercial landmark.” Building on its deepening positioning around family-friendly activities and youth-oriented trendy entertainment, the project continues to iterate and upgrade its brand portfolio.In 2023, it successively introduced several first stores in Xiamen and Fujian, including Shunde Yang Ting Ji’s first Fujian outlet, Huo Zhezhe’s first Xiamen branch, and Waipo Yard’s first Xiamen restaurant, alongside trending new-style Chinese tea brands like Bawang Chaji and Chali Yishi. The addition of family-focused brands such as PurCotton, Dr. Kong, ZIX Kids Hair Sculpting, and the viral carousel attraction has further elevated the consumption quality of its core family customer base.

Notably, with the nighttime economy emerging as a major driver for boosting domestic demand and consumer spending, the project has leveraged its coastal location advantage to successfully attract viral bar-and-dining concepts like Wanna Roof and Zuihe Xing, creating a vibrant seaside night economy zone.Meanwhile, Shenzhen Seaworld has never stopped its continuous process of brand renewal and vitality building. Guided by evolving consumer needs and focusing on younger demographics, it has positioned itself as a “must-visit hotspot for tourists and a go-to hangout for locals.”Since 2023, over 90 new brands have signed on, including many first stores in Shenzhen and Nanshan District. Highlights include Boxin Universe’s first South China flagship, Anaago’s first Shenzhen outlet, Manner’s first hand-brew coffee store in Shenzhen, as well as high-profile brands like Chen Pengpeng Chaoshan Restaurant, Baheli Black Gold, LOSTCHILI, Nairobao, and No. 79 Fishing Boat.

From January to July 2024, brand adjustments covered Phase I of Hui Port, Central Plaza, and project zones B & C, introducing refined F&B sub-categories around keywords such as “international, social, entertainment, and nightlife.” These include tea beverages, Western dining, exotic wine bars, and specialty regional cuisines. The goal: to create a “full-time neighborhood landmark for light socializing” and a “waterfront-themed experiential space” that resonates with contemporary urban lifestyles.

Shanghai Seaworld: Redefining Coastal Lifestyle with Cruise Economy SynergyNeighboring Shanghai Wusongkou International Cruise Terminal—the largest cruise homeport in Asia and the fourth largest in the world—Shanghai Seaworld is charting a bold new course in coastal cultural tourism and commercial development. Its vision is to build a super experiential hub that seamlessly integrates culture and tourism, micro-vacations, and daily consumer life.The project introduces a multidimensional waterfront lifestyle model, combining retail, family-friendly serviced apartments, luxury hotels, and Grade-A office towers, resonating with the fast-growing cruise economy in Shanghai. Together, these elements will activate and redefine a new dimension and value for metropolitan living in Shanghai.

Targeting the younger generation’s pursuit of lifestyles defined by novelty, fashion, and fun, the project features four themed zones:Trendy Sports Lab.Immersive Entertainment Experience Station.Fashion & Lifestyle Collective Hall.Global Gourmet Feast Pavilion.According to official reports, the project has already introduced a lineup of first-in-market flagship experiences, including:.Shanghai’s first SSI Diamond Diving Center and LAS Blue Times Diving, a leading domestic diving brand.China’s first standardized indoor surfing course brand iGOSURFING.Ice & Snow World (East China’s first flagship), spanning over 1,000㎡.Multihabitat Museum (Shanghai’s first), featuring hundreds of specimen-based products and cultural derivatives.Skateboard Park (Baoshan’s first), specializing in land surfing experiences.Plus trendsetting lifestyle and interactive brands such as Mandu Ideal Valley , Cyberpunk198 Fitness, Nai Luoda, PARTY KING, No.1 Karting, Le Cool Trend Play, and Tom Little Bird.Together, these innovations are positioning Shanghai Seaworld as a landmark hub for cultural tourism, trendy sports, immersive entertainment, and global dining, while also aligning with Shanghai’s thriving cruise-driven economy.

A Global Culinary Feast Meets City-Level Cultural InfluenceIn addition, the project has carefully curated a diverse culinary portfolio spanning Italian Western cuisine, Japanese dining, Sichuan specialties, authentic Shanghainese dishes, Yunnan flavors, and Xinjiang delicacies. Highlights include:China’s first Bistro OKLA.Shanghai’s first Taohuayuan Ji (Peach Blossom Land Restaurant).Baoshan’s first KOKOROWA, Meilin Hui, Taste of Loulan, Liuxing Er Laozao Hotpot, along with more than 30 popular restaurant brands..Together, they create a “Seaside Gastronomic Feast” that blends local authenticity with international flair.Beyond gastronomy and brand curation, Seaworld is positioning itself as a landmark project with city-wide cultural influence. Its strategy is not just to build immersive spaces and attract top brands, but also to design memorable marketing events that spark emotional resonance and word-of-mouth engagement among consumers.As “Xiamen’s City Balcony,” Xiamen Seaworld has firmly captured two major consumer groups—young trend-seekers and family-oriented visitors.

By partnering with the local government, the project bridges urban heritage with cultural resources, hosting city-level flagship events such as:Xiamen International Fashion Week.Xiamen Lantern Festival of Folk Culture.Xiamen International Animation Festival.HIHI Music Festival.Coffee Across the Sea Lifestyle Fair.Bilibili Thousand-Toast Countdown Party.Through these initiatives, Xiamen Seaworld continues to strengthen its identity as a dynamic hub for fashion, culture, entertainment, and youth-oriented experiences, reinforcing its position as a “trendy playground of joy.”

Xiamen & Shenzhen Seaworld: Redefining Service, Culture, and Cross-Border Experiences.According to reports, since its launch, Xiamen Seaworld has organized and executed nearly 500 events, attracting over 20 million citizens and tourists. Particularly noteworthy is that in less than two years since opening, Xiamen Seaworld has already built a membership base of more than 410,000.The project continues to enhance visitor engagement through a series of innovative service measures, including:A mother-and-baby center with multifunctional spaces such as play zones and nursing areas.Pet-friendly amenities such as dedicated elevators and pet spaces for seamless convenience.The only free, in-mall tourist lounge in Xiamen, offering comfort and rest to travelers.An exclusive Cruise Guest Privilege Card, providing special benefits for cruise passengers.These personalized and thoughtful services bring a sense of warmth and hospitality to commercial spaces, making them more human-centered and emotionally engaging.

Meanwhile, Shenzhen Seaworld, rooted in Shekou’s unique cultural heritage and mountain-sea resources, integrates hotels, residences, commercial offices, cultural arts centers, and cruise port facilities into a deeply immersive cultural-tourism-commercial complex.With its internationally oriented brand identity, Shenzhen Seaworld has so far hosted over 1,000 large-scale cultural and entertainment events and hundreds of exhibitions, including:International Light & Shadow Art Festival.International Beer Festival.International Pet Festival.International White-Collar Boxing Championship.International Street Dance Competition.Singer Competitions.

This diverse and globally inspired event portfolio reinforces its reputation as an international cultural hub.In line with the broader Shenzhen–Hong Kong integration, the rise of Hong Kong tourists traveling north has become a new growth driver for Shenzhen shopping centers. Shenzhen Seaworld has actively explored the consumption habits of Hong Kong visitors, upgrading across multiple dimensions:Service offerings.Transportation connectivity.Payment methods.Information accessThe project has also rolled out exclusive promotions covering F&B, retail, children’s fashion, entertainment, and service amenities, ensuring Hong Kong consumers enjoy seamless one-stop shopping, dining, and leisure experiences.

Alongside hardware upgrades, Shenzhen Seaworld has also focused on service quality enhancement, launching the “Seaworld with Love” Service Upgrade Program. Initiatives include:Revamped membership systems and benefits.Pet-friendly services.Cycling-friendly measures.Merchant-supportive policies.Tourist-centered amenities.These efforts have strengthened its dual identity as both a “must-visit tourist landmark” and a “signature light cultural-tourism business card.” With an annual visitor volume exceeding 36 million, Shenzhen Seaworld continues to solidify its role as a flagship of urban cultural tourism.

Winshang Observation: Seaworld — A Flagship Model of Cultural-Tourism-Commercial IntegrationAccording to Winshang’s observations, Seaworld, a signature commercial product line under China Merchants Commercial Management, has charted its course from the southern coastline. Whether in geographic site selection or in spatial and experiential design, Seaworld follows a “one city, one strategy” model. Each project deeply integrates the essence of local culture, presenting an unrepeatable character that makes every destination unique.Rooted in the fertile ground of cruise homeports and carrying the rich heritage and resources of China Merchants’ century-old legacy, every unveiling of a Seaworld project has attracted widespread market attention and strong response.

With the recent rollout of the national policy “Measures to Build New Consumption Scenarios and Cultivate New Growth Drivers,” especially initiatives promoting integration of business, tourism, culture, and sports, local特色 exploration, and expanded visa-free entry policies, cultural-tourism integration has become the new trend in commercial development.Through its flagship product line “Seaworld,” China Merchants Commercial Management has, in fact, been deeply engaged in cultural-tourism commerce for many years, continuously evolving and innovating. From Winshang’s perspective, Seaworld is not merely a city-level complex, but rather a broad platform for cross-cultural exchange. It uses commercial prosperity as a driver to promote mutual learning and cultural dialogue between China and the world, shaping a cultural brand with global influence.

Guided by the 14th Five-Year Plan, China Merchants Commercial Management has clearly articulated its “X+Commerce” development philosophy. This strategy aims to lead a new wave of innovation in the commercial management industry through high-quality project layouts and business model innovation.By rethinking and surpassing traditional commercial models, Seaworld seamlessly integrates culture, tourism, and technology into commercial spaces, tailoring each project to local conditions. The result is a new differentiated commercial benchmark aligned with the characteristics of the times, local cultural identity, and unique project advantages, providing consumers with unprecedented immersive experiences.

The implementation of this strategy has not only enriched the scope of commercial formats but also accelerated the upgrade of consumption structures, injecting fresh vitality and growth momentum into the industry.Against this backdrop, Seaworld stands as a landmark project in the light cultural-tourism direction of China Merchants Commercial Management. Positioned as a city-level waterfront cultural-tourism complex, it deeply fuses marine culture, leisure entertainment, and high-end commerce. Through unique thematic settings and innovative business formats, Seaworld serves as a strategic cornerstone for the company.The successful operation of Seaworld will not only generate significant economic benefits for China Merchants Commercial Management but will also play a key role in elevating brand image, leading industry trends, and accelerating the achievement of the company’s overall strategic objectives.