Since December 28, 2007, Xidan Joy City, a city of joy, has brought vigour and influence to Xidan business area by providing a superior shopping environment and experiential consumption concept. It is a 13-floor grand shopping mall with different themes. With the brand concept of “young, fashion, trend, and taste”, it has attracted more than 300 international and domestic pioneer brands from 21 countries. Various trendy food and “online-famous” shops there also attract a large number of young shoppers.