INS, or Into Nothing Serious — Shanghai's landmark popular cultural and entertainment complex — became a focal point of the city's esports celebrations on May 16-18, lighting up the scene with its Champions Night event during the 2025 Hero Esports Asian Champions League Grand Finals.

While the tournament drew international attention as Asia's premier esports event, INS brought the experience to life for local audiences — transforming competitive gaming into a multi-sensory social event.

Through a bold fusion of gaming, music, live performances and real-time interaction, the venue is said to offer a dynamic, immersive space where digital excitement meets on-site energy — reshaping how China's Gen Z connects and creating what many describe as a new blueprint for the "happiness economy".

Since its opening in 2023, the INS complex has actively expanded its footprint in Shanghai's cultural and digital economy.

It's hosted major events such as the King Pro League International Championship group draw and it's also collaborated with top-tier gaming brands, including Honor of Kings and Game for Peace. These partnerships have positioned INS as a cross-media powerhouse.

Notably, its Esports Night Market — developed in partnership with Valorant and the Shanghai Night Festival — blends online and on-site experiences, by embedding game-like missions into physical environments, creating immersive social spaces that appeal to Gen Z's appetite for interaction and co-creation.

In addition, INS is integrating amusement park-style features — including entry gates and universal passes — with multi-themed zones designed to deepen emotional connections.

Spanning from the basement to the sixth floor, INS boasts livehouses, theaters, art installations and music party zones. These vertical, sustainable cultural hubs have become vibrant gathering places for young folks, fostering a strong sense of identity and community in the heart of urban Shanghai.

Address: No 109 Yandang Road, Huangpu district

Source: Official WeChat account of the publicity department of the CPC Huangpu district committee at "shhuangpu"