青蛙王子波仔「好玩蛙」ANFU GARDEN 主题市集

青蛙王子波仔“好玩蛙”市集

2026年09月23日-2026年10月07日

上海 世纪商贸广场

项目现场

青蛙王子波仔「好玩蛙」ANFU GARDEN 主题市集落地上海徐汇世纪商贸广场草坪，毗邻安福路，活动横跨中秋与国庆双节假日，是依托梧桐街区 Citywalk 风潮打造的户外 IP 市集项目。项目的历史背景源于城市公共空间活化的趋势，写字楼前闲置草坪原本功能单一，本次项目将空白绿地改造为面向公众开放的 “街区客厅”，结合安福路自带的城市漫游流量，打造假日轻休闲场景，把独立手作、生活方式品牌与国民治愈 IP 结合，探索户外市集的全新街区联动模式。

在空间造型与制作层面，以国民 IP 青蛙王子波仔作为核心视觉，巨型波仔艺术装置坐落于草坪之上，构建充满童趣的花园市集场景。现场集结 40 余家品牌与独立手作主理人，摊位业态覆盖人宠生活、手作饰品、香氛陶艺、艺术插画等多元品类。活动设计打卡地图集章、「青蛙币」趣味互动玩法，访客完成任务，可兑换波仔限定香片、毛绒挂件等 IP 周边。

场地主打宠物友好与亲子休闲属性，联动安福路沿街商户，构建场内逛集搭配街区漫游的复合体验，全程免费对外开放。活动期的现场内容与传播营销深度绑定，草坪花园搭配巨型 IP 装置氛围感松弛治愈，适配社交平台图文短视频传播，面向亲子家庭、年轻潮人与城市漫游爱好者，到访游客、生活方式博主自发产出打卡内容，借助梧桐街区自带的流量持续扩散话题。项目意义跳出传统市集单纯摆摊售卖的模式，盘活城市闲置户外绿地资源，以治愈系 IP 作为流量入口，串联市集消费、宠物休闲、街区漫游。市集不只是短期假日集市，更是一次城市微空间活化实践，集 IP 场景打卡、多元摊位零售、街区文旅联动于一体，实现公共空间价值激活、IP 破圈传播、街区商业引流的多重营销目标。

The “Fun Frog” ANFU GARDEN themed market of Frog Prince Bozai is held on the lawn of Century Business Plaza in Xuhui, Shanghai, adjacent to Anfu Road. Spanning the Mid-Autumn Festival and National Day holiday, it is an outdoor IP market built amid the city walk trend of the plane-tree block. Historically, the project follows the trend of revitalizing urban public space. The idle lawn in front of office buildings used to serve limited functions. This project transforms the vacant green space into an open “block living room”.

Leveraging the inherent city-walk foot traffic of Anfu Road, it creates casual holiday leisure scenes, combines independent handmade brands and lifestyle merchants with the healing national IP, and explores an innovative block-linked model for outdoor markets. In terms of spatial design and fabrication, the national IP Frog Prince Bozai acts as the core visual. Oversized Bozai art installations stand on the lawn to build a childlike garden market scene. More than 40 commercial brands and independent creators are gathered, covering pet-friendly lifestyle, handmade jewelry, fragrance & pottery, art illustration and other diverse categories. Interactive mechanisms including stamp-collection map and “frog coin” game are designed. Visitors who finish missions can redeem limited-edition IP merchandise such as scented sachets and plush pendants. The venue highlights pet-friendliness and parent-child leisure. Cooperating with merchants along Anfu Road, it creates a combined experience of market wandering and block exploration, open to public for free.

On-site experience and marketing communications are closely integrated. The lawn garden and giant IP installations deliver a relaxing and healing atmosphere, ideal for photos and short videos on social platforms. Targeting family visitors, young trendsetters and city walkers, guests and lifestyle KOLs generate organic check-in content and spread topics with the help of the block traffic. Breaking the simple sales model of traditional markets, this project revitalizes idle urban outdoor green space. Taking the healing IP as the traffic entry point, it connects market consumption, pet recreation and block wandering. More than a short-term holiday bazaar, it serves as a practice of urban micro-space activation. Integrating IP scene check-in, multi-category retail and block cultural tourism linkage, it fulfills multiple marketing objectives including activating public space value, expanding IP influence and driving commercial foot traffic for the neighborhood.

关于 青蛙王子

青蛙王子是源自福建的国民婴童护理品牌，打造自有 IP 矩阵，波仔是品牌核心自研 IP。波仔呆萌治愈的小青蛙形象，依托海量表情包在社交平台快速出圈，受众覆盖亲子群体与 Z 世代年轻人。品牌跳出日化产品营销，持续将波仔 IP 落地线下展览、主题市集等场景，以轻松童趣的视觉语言传递快乐、童真的品牌理念，打通 IP 授权、文创周边、线下活动的全域运营链路。

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