Shanghai's historic Yuyuan Road, stretching for 2.7 kilometers from Jing'an Temple to Zhongshan Park, has become a vibrant hub of youth entrepreneurship while preserving its cultural heritage, according to local officials.

The street now hosts approximately 80 distinctive businesses, predominantly operated by entrepreneurs born after 1990, featuring modern art galleries, dessert cafes and original brand stores.

"Yuyuan Road balances two essential elements: daily necessities and artistic aspirations," said Xu Yinlan, brand director of Chuangyi, the street's management organization. Despite offers from large chain stores, management prioritizes independent young entrepreneurs who bring innovative concepts to the neighborhood.

This reflects changing consumer patterns among young people, according to Guo Wenrui, Communist Youth League secretary of Changning district.

"Today's youth have diverse interests — from collectibles and anime merchandise to pet services. These emerging sectors demonstrate significant growth potential."

Fan Tianqian, a 1996-born entrepreneur who operates a piano art center and serves as a local Communist Party branch secretary, exemplifies this new generation.

"Shanghai offers unparalleled support for innovative concepts," she said, citing this as her reason for establishing her business on the street after returning from studying overseas.

The district has created a support system for these entrepreneurs. A microloan program, partnering with local banks, has channeled millions of yuan to small business owners over the past year. In addition, a network of nearly 70 business proprietors fosters collaboration and sustainable growth.

Changning district has also established a young entrepreneurs association for emerging industries and incorporated "youth economy" into its business environment optimization plan, addressing common challenges such as intellectual property protection and business expansion, according to Guo. Seasonal markets, workshops and cultural events regularly take place on the street.

"We're not just a trending location," Xu added.

"We're a sustainable community that has evolved over the past decade, supporting businesses that grow alongside the district's development."

Looking ahead, Xu said the district aims to nurture enduring businesses alongside new ventures, ensuring long-term sustainability in a unique blend of tradition and innovation.