Creator hub in Huangpu: a launchpad for global content creators

Italian lifestyle creator Alessandro Conti, known online as "Alexx雷", has amassed more than 200 million views on his short videos over the past year.

After joining the Huangpu District Quality Internet Content Creation Cluster, he established a media company and now plans to help overseas creators share China's stories with global audiences.

"The plane trees' shadows and the city's daily life have been the most precious material in my lens," he said.

Chen Meng, deputy general manager of Shinnotec Group, the operator of Bund FTC building, where the cluster is based, said its core mission "is to build an industrial ecosystem and open up collaboration pathways across the entire industry".

Since being founded on July 17, 2025, the cluster has expanded from a single building into a broader industrial block.

Yuan Shidong, deputy general manager of public affairs at Xiaohongshu (RedNote), said the platform has 40,000 product marketing specialists.

"Previously, they could only identify themselves as Xiaohongshu-certified creators," he said. Municipal and district authorities are now working with the platform to establish a formal vocational certification for product marketing content creators.

He Jia, a tech content creator with 1.4 million followers, said he previously attended the World Artificial Intelligence Conference as a corporate visitor. This year, he received media accreditation thanks to his status as a "resident self-media creator of the Shanghai High-Quality Internet Content Creation Cluster."

"This is not just a pass, but recognition of our industry," he said.

To amplify high-quality online content, the cluster has brought together leading creators through a dedicated content workshop. During the Shanghai International Flower Festival, coordinated posts by prominent creators increased related online traffic sixfold and contributed to a 37.2 percent increase in consumption in surrounding commercial districts.

A Russian creator, known online as "Kate in Shanghai", said she often chats with local women in the city.

"The Shanghai aunties remind me of my Russian grandmother," she said. "They always start a conversation downstairs, and sometimes I can respond in Shanghainese."

Yuan noted that overseas users' travel notes about China on the platform grew five times year-on-year, with Shanghai becoming the most searched Chinese city.

"Huangpu, with its thriving content creation ecosystem and abundant creative resources, has become a true powerhouse for high-quality online content," he said.

Huangpu district is now preparing a 2.0 version of the cluster, shifting its focus from industrial aggregation to fostering a collaborative ecosystem. As part of the upgrade, the FTC Creator Camp will launch to help boost productivity through AI.

The district will also establish its first pilot zone for one-person companies at Bund FTC, introducing a flexible entry mechanism.

Zhang Jimin, deputy director of Huangpu district administration for market regulation, said the mechanism will allow creators to register at one location while operating across multiple sites.

"Future one-person content creation enterprises at FTC will not only have access to FTC's resources but will also be able to share office and exhibition space across multiple buildings in Huangpu," he said.

Chen said the cluster has established a go-global service station in Hong Kong to help MCN agencies and content teams connect with international resources, including account management and copyright protection.

Source: Jiefang Daily