China’s First National Comic-Themed “Two-Dimensional” Commercial Complex “Chongbai Dream Field” Officially Launched, Creating a New Cultural Consumption Landmark

On December 11, the “Chongbai Dream Field” project, jointly developed by Chongqing Department Store and Dream Field, officially opened in Guanyinqiao Business District in Chongqing. As the country’s first “two-dimensional” (a Chinese term referring to anime, comics, games, and related youth subcultures) commercial complex centered on national comic themes, the project is guided by the philosophy of “Together Because of Love” and aims to create a “future consumption scene” that integrates cultural identity, social experience, and immersive consumption. This marks a new stage in the youthful transformation of domestic commercial districts.

Breaking Traditional Commercial Frameworks, Building a Two-Dimensional Ecosystem
In response to the transformation challenges facing the traditional department store industry, Chongqing Department Store has initiated its youth-oriented strategic layout with the “Chongbai Dream Field” project. Located in the core area of Guanyinqiao Business District, the project covers an operational area of 11,000 square meters. It will feature diverse formats such as national comic IP-themed dining, limited-edition merchandise, immersive themed streets, and fan creation incubators, encouraging consumers to shift from “one-way consumption” to “ecosystem co-creation.”

Tang Mao, General Manager of the Department Store Division of Chongqing Department Store, stated, “We aim to create a non-standardized commercial benchmark filled with emotional value, making scene-based consumption a core link to connect with younger generations.”

Integrating Cultural Operations and Scene Experience, Creating a “365-Day Convention”
The project emphasizes reshaping consumption spaces through its positioning as a “cultural gravitational field.” By visually recreating classic scenes from national comics, collaborating with leading national comic IPs to launch exclusive content, and partnering with university clubs to build creative display platforms, it forms an ecological loop of “content creation → experiential consumption → social dissemination.” Zou Tao, co-founder of Dream Field, noted, “We will provide customized spaces for two-dimensional users, including dance stages, hand-drawing zones, and free photography areas, creating a 365-day uninterrupted convention-like experience.”

Deepening Ecosystem Linkages, Building an Urban Two-Dimensional Lifestyle Circle
The project will fully integrate the resources of the Meng’an cultural ecosystem, linking the two major convention brands “Worldline Anime Expo” and “Dreamland Anime Expo,” as well as the app “Marker Sauce,” which boasts over a million users, to achieve online and offline traffic synergy. Through multi-dimensional operations such as competitions, IP pop-ups, and membership systems, it will build a local two-dimensional community ecosystem in Chongqing.

Sun Shibin, founder of Meng’an Culture, stated, “For eight years, we have been committed to creating gathering spaces for like-minded fans. Chongqing Department Store Dream Field is not only a commercial expansion but also the creation of a cultural habitat.”

Leading Industry Innovation, Providing a Model for Renovating Existing Commercial Properties
As the first urban landmark project under the Dream Field brand, Chongqing Department Store Dream Field adopts a “curated commerce” approach to break through traditional leasing models. Through internet-based operations centered on “content + operations + traffic,” it offers a new paradigm for renovating existing properties and urban renewal. The project is expected to begin trial operations in the second half of 2026, with brand recruitment currently underway.

As the consumption potential of two-dimensional culture continues to grow, the model of driving commercial innovation through “cultural identity” is gradually becoming an important path for the youthful transformation of commercial districts. The exploration by Chongqing Department Store Dream Field is expected to provide a practical reference for the upgrade of commercial complexes nationwide.