Joy City (Xidan branch) is a great destination for hipsters.

Where each layer is a main concept, the concept for her by the young consumer groups is to build a world for the full experience of space. These concepts are: interesting, dazzling, elegant, sexy, trendy, dynamic, shock, happiness, dating, childhood, excitement, and dreams, with each concept is fully reflecting the unique personality and character of youth.

Joy City also has the world’s longest escalator, so you will be amazed; north of the Yangtze River is the largest digital cinema - the capital of cinema, has 13 screen that can accommodate 1,800 viewers; Beijing’s largest cosmetics store SEPHORA is located here too.

After a year’s time, Xidan Joy City’s “one-stop” shopping concept has captured the capital’s consumers, where Beijing is bound to become yet another international fashion hub.