In recent years, Xi'an, capital of Northwest China's Shaanxi province, has emerged as a magnet for first-store economy, fostering growth and success between the city and leading brands.

First stores refer to inaugural locations of renowned or trendy brands in specific regions, such as global, Asian, or Chinese mainland first stores, as well as innovative concepts like flagship, experience, or custom stores.

In the first half of this year, Xi'an welcomed 153 new first stores: five national first stores, 56 for Northwest China, four for Shaanxi, and 88 for Xi'an.

Xi'an Livat attracts many visitors on its opening day. [Photo/WeChat account of Xi'an Release]

On April 18, Northwest China's first and China's ninth IKEA-anchored mall, Xi'an Livat, debuted with 36 first stores, attracting over 230,000 visitors on its opening day.

From 2019 to 2023, Xi'an introduced over 1,000 first stores, solidifying its status as a launchpad for premium brands in Northwest China, a hub for Chinese cultural brands, and a gathering place for creative industries.

Xi'an is home to many large-scale shopping malls. [Photo/WeChat account of Xi'an Release]

Xi'an's rising population, which reached 13 million in 2023, and a 3.7-percent increase in retail sales have enhanced its appeal to brands. With commercial landmarks like SKP, Joy City, and SEG International, coupled with its role as a major tourist destination — attracting 278 million visits in 2023 — Xi'an offers unparalleled opportunities for brand expansion.

By enhancing its core commercial areas and encouraging innovation, Xi'an is positioning itself as a premier destination in western China for global brands, cultural creativity, and cutting-edge fashion.