In order to further serve the comprehensive and deepened reform in Shanghai and the expansion of the opening-up scope and fuel Shanghai's construction of "five centers" as an excellent global city and a socialist modern metropolis, the Foreign Affairs Office of the Shanghai Municipal People's Government and the Huangpu district People's Government co-sponsored the Huangpu Campaign entitled "Glamorous Huangpu" by the century-old Bund.

This year is the 40th anniversary of China's reform and opening up and the first China International Import Expo will be held in Shanghai. It is of special significance to hold the Huangpu campaign at this time.

On the day, over 300 people from the Consulates-General of various countries in Shanghai, the International Business Leaders' Advisory Council for the Mayor of Shanghai (IBLAC), foreign enterprises, international sister cities of Shanghai, the winners of Shanghai White Magnolia Prize (White Yulan Prize), Chinese and foreign media and different districts of Shanghai gathered in Huangpu to explore possibilities for cooperation and exchange.

Zhang Xiaosong, director of the Foreign Affairs Office of the Shanghai Municipal People's Government, Dr. Eyal Propper, Consul-General of Israel in Shanghai, Gao Shengtian, managing director of Pernod Ricard China, and Brian Philip Williams, CEO of FIAT, made speeches. Gao Yun, secretary of the Huangpu district Party Committee and the chief of the district, delivered the keynote speech. Directors of the Business Commission and Financial Office of Huangpu gave featured presentations.

The heart of Shanghai

As the core area of Shanghai's downtown, Huangpu district is the heart, window and business card of the city. In the "13th Five-Year Plan" period, Huangpu district is actively integrating itself into the big development picture of Shanghai in accordance with the requirements of building "Four Benchmarks" and realizing the "Four Front Rows."

By 2020, it will have built the basic framework as the central area of the world's most influential metropolis and become the core functional area of the international finance center and trade center, the key service area of the construction of the technology innovation center, the core leading area of the international cultural metropolis, the quality city area agreeable to business, life, work and tourism, and the core symbol area of the socialist modernized international metropolis.

At present, in accordance with the requirements of making known of the four brands of Shanghai services, Shanghai manufacturing, Shanghai shopping and Shanghai culture, by combining its own natural resources and advantages, Huangpu district has put forward a new target of building the "Four Brands" of Shanghai so as to drive Huangpu to achieve high quality development and to create high quality life.

High-end service

By focusing on the construction of the Bund Riverside High-End Service Industry Innovation and Development Demonstration Zone, and taking the financial development of the Bund over the past 100 years as the main line, and by combining field-visits, comprehensive exhibitions and conference promotion, this campaign attributed the "previous life" of the Bund as the source of modern development of Shanghai, showcased the "present life" of the Bund as a riverside high-end service industry innovation and development demonstration zone, and depicted the "future life" of the more open, inclusive, innovative and vibrant Bund and the whole Huangpu district.

The Bund Riverside High-End Service Industry Innovation and Development Demonstration Zone refers to the area of about 8 square kilometers from the south bank of the Suzhou Creek in the north, to the Puxi Expo Park in the south, extending to the inner land along the 8.3 km riverside line.

The area covers three important functional blocks: the northern section of the old Bund, the middle section of the south Bund and the south section of Puxi Expo Park. It also includes the most active golden waterway in Shanghai. By focusing on the development of financial services and cultural and creative industries, it will become a major pivot of Huangpu district in casting resplendence in the new era.