In the Jiading district of Shanghai, the Maxcos 2025 Shanghai Citizens Cultural Festival Makeup & Styling Contest held its Jiading preliminaries on Aug 9 at Zhongye Xiangteng City Plaza (Nanxiang) — filling the venue with vibrant ACG or Anime, Comics and Games culture.
As China's first official event to integrate cosplay into a standardized makeup and styling system, the contest was themed on Guochao × 2D. Guochao is a major cultural and consumer trend in China, especially among younger generations.
This was to promote creative interpretations of traditional aesthetics, strengthen cultural guidance and to integrate ACG culture into the urban ecosystem.
Over 100 contestants showcased costumes from traditional Chinese styles and Lolita fashion to anime characters. Xifan from Kunshan city presented an original Hatsune Miku design with long teal hair. Original Guochao entries blended opera elements with futuristic lighting, classic anime fans recreated iconic roles with props, and young participants added playful charm.
Cosplayer Xifan (C) from Kunshan city presents an original Hatsune Miku design with long teal hair. [Photo/WeChat ID: sh-jiading]
At the audition site of Jiading preliminary, anime fans wearing Lolita costumes take the stage to present themselves. [Photo/WeChat ID: sh-jiading]
Preliminaries in Putuo and Pudong districts in Shanghai will lead to 100 "Makeup & Styling Talents", with individual and organization awards. The late-September finale at Changfeng Joy City will feature a "culture + technology" fusion, offering an immersive Guochao × 2D carnival.