CHINA / SOCIETY
Vegetables with Prada, luxurious branding at a Shanghai wet market go viral
Published: Oct 11, 2021 06:08 PM

Video:GT


A wet market decorated with Prada branding in Shanghai had gone viral. During the recent National Day holidays, it attracted swathes of influencers dressing in high-fashion, taking photos, livestreaming and posing with produce. But it was found out that some people tossed the vegetables into the trash after photos and videos were taken.   

Since the end of September, Italian fashion luxury brand Prada held a cross-over campaign with Wuzhong market in downtown Xuhui district. The campaign ended on Sunday.

What makes the Prada-branded market so special is that everything on sale is wrapped with Prada-branded paper and you can get a paper hand bag for free if you buy more than 20 yuan ($3.10) worth of items, making it the most affordable offered by the luxurious brand.

The vegetable market, located in Wulumuqi road, is hygienic and clean by design. The two-story indoor market covers an area of 2,000 square meters, with a total of 50 stalls selling vegetables, fruits, seafood, flowers and meat. But it is not the vegetables that most customers are looking for — it is the famous packaging and bags.

A local resident surnamed Wang was seen selecting some asparagus in front of a stand. "19 yuan," the stand owner said. "Can you give me a bag? I will give you some more money," the customer bargained, who had already snapped up three bags of various colors.

"You can't get the bags for even 50 yuan outside," Wang told the Global Times. In the end, he had to switch for another asparagus to meet the 20 yuan threshold.

Like Wang, almost everyone came for the bags. Customers swarm into the market, in high-heels and makeup, picking up grapes, pineapples, ginger and even eggs clothed in Prada branding for photos, and pose the way influencers do to get the perfect grocery-chic shot.

It is interesting to note that many still put their heavy items in the plastic bags offered by the stand owners so that the Prada paper bags can last longer and are not damaged.

The campaign has brought more business to the market and a sense of art to the daily life of people.

"There are more people than ever before. There used to be more sellers than shoppers. Now it has attracted more young people," a local resident surnamed Liu told the Global Times. 

"I am happy to see that the campaign has turned the grocery market into an art gallery, making shopping for groceries a spiritual enjoyment," Liu said. "You see the asparagus and celery in the beautiful wrappings. They are just like pieces of art." 

But not everyone is happy about the change, as pervasive influencer culture takes over market.

"I hope it can come to an end sooner rather than later," a vegetable vendor complained. "The sales haven't grown much. More people come for pictures but few people buy them. They love to toss the vegetables and throw them away," he said. 

The vendor's comments were echoed by netizens who found that some people tossed the vegetables into the trash after taking pictures with them. "What a waste, we should say no to it!"

No matter whether you like or dislike it, the popularity of the market during the campaign is in line with Chinese people's insatiable craving for luxury. Compared to H1 2019, Prada sales in Chinese mainland grew an impressive 77 percent this year, according to the financial results of the group ending June 30.

Global Times 


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