The complex spans 1,500 square meters and brings together tens of thousands of stationery items. IP collaborations and innovative “black‑tech” products appear side by side—this is what a Securities Times reporter witnessed at Deli’s newly opened flagship store, deli world.

On November 29, the Deli Shanghai flagship store, deli world, opened in Joy City, Jing’an District, Shanghai. According to the Securities Times, the flagship store covers a total area of 1,500 square meters, making it currently the largest stationery complex in China. The store houses tens of thousands of products across categories such as student stationery, premium stationery, IP stationery, and IP-themed cultural merchandise, offering one-stop solutions for study, office, and lifestyle scenarios.

Founded in 1981, Deli Group has grown over more than four decades into a global cultural and creative technology conglomerate integrating office supplies, stationery, tools, furniture, printers, children's educational products, and B2B solutions. The company holds leading positions in several market segments.

In August this year, the All-China Federation of Industry and Commerce released the “2025 Top 500 Chinese Private Enterprises” list. Deli Group entered the ranking with revenue of 46.01 billion yuan, placing 270th—33 spots higher than in 2024. The company also made the list of the “2025 Top 500 Chinese Private Manufacturing Enterprises,” ranking 193rd.

Joy City in Jing’an District, Shanghai, is known as one of the city’s “ACG (anime–comic–game) landmarks.” Traditionally, stationery shops are perceived as “small but refined.” So why did Deli Group choose to open a 1,500‑square‑meter store here?

At the opening ceremony on November 29, Deli Group Executive President Chen Xueqiang said that opening this unprecedentedly large stationery experience store in Joy City was not merely a channel expansion, but a key step in the company’s brand‑upgrade strategy.

“This is a crucial move for deepening our connection with users and building emotional resonance in the era of new retail. This place is not just a sales venue—it will be an immersive stationery experience space, a direct communication window between the brand and users, and a central showcase for Deli’s innovations,” Chen said.

The Securities Times reporter noted that IP collaboration products are everywhere inside the store. Among them, the popular ‘Ne Zha’ IP is especially prominent. In August this year, Deli Group announced its collaboration with the film Ne Zha: The Devil’s Rebirth. The company also became the exclusive authorized stationery partner of the film.

In addition, IPs such as Link Click and Mr. Self-Deprecating Bear have attracted strong attention. According to the Securities Times, new releases of Link Click products were restocked multiple times on opening day, with most buyers being young consumers.

Beyond IP partnerships, Deli also showcased its technologically advanced stationery lines, including writing instruments, notebooks, art supplies, correction tapes, and sharpeners. Products such as the “Hexagonal Warrior” gel pen and the liquid silicone gel pen drew particular attention.

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