What brands can learn from Shanghai Mental Health Center, 600 Wanping South Road

Over 95 million people in China suffer from depression, making mental health a growing social issue. If you live in Shanghai, you might recognize the address 600 Wanping South Road, home to the Shanghai Mental Health Center. It's increasingly appearing in public discussions, exhibitions, and brand partnerships, bringing attention to mental health topics like depression, schizophrenia, and OCD. The center is using creative approaches that resonate with young people, helping them better understand and manage their emotions.

600 Gallery: Connecting the public with mental health awareness

The Shanghai Mental Health Center hosts regular exhibitions in its 600 Gallery, a space transformed from a hospital corridor. Launched in August 2021, the gallery highlights various mental health conditions, inviting the public to engage through artistic works created by patients, caregivers, and artists. These exhibitions raise awareness and spark conversation, helping to reduce the stigma around mental health issues.

For example, Eating Disorder exhibition side the Shanghai Mental Health Center. Image: Xiaohongshu @徐汇徐 @可乐小张 @心理咨询师Lydia

How patients suffering from eating disorders view food, themselves and the lifestyle changes. Image: Xiaohongshu @徐汇徐 @可乐小张 @心理咨询师Lydia

Bilibili X Shanghai Mental Health Center: It’s Bad Emotions, But That’s Okay documentary

On October 10, World Mental Health Day, Bilibili, one of China's top video platforms, partnered with Shanghai Mental Health center to launch It’s Bad Emotions, But That’s Okay, a six-part documentary series focusing on emotions including fear, sadness, anger, disgust, confusion, and anxiety. Each episode follows real-life stories from the center. The goal is to provide viewers with confidence and strength to face their own emotional challenges through professional insight into the recovery process. The documentary also includes a “Recharge Station” session, where viewers can learn about common mental health conditions and access online counseling services.

Bilibili x Shanghai Mental Health Center It's Bad Emotions, But It's Okay documentary.

“Recharge Station” session to provide professional mental health support.

To promote the series, Bilibili even took to the streets, handing out flyers to passersby. Image: Xiaohongshu @摆蓝的365天

Brand collaborations with Shanghai Mental Health Center

As its influence grows, 600 Wanping South Road has also become a hotspot for brand collaborations.

This summer, Soul, a social app, partnered with the center for a Poetry of Healing exhibition, featuring work by poet Yu Xiuhua and Soul platform poets. The exhibit aimed to provide visitors with emotional comfort and healing.

Soul X Shanghai Mental Health Center for a Poetry of Healing exhibition. Image: Xiaohongshu @想上班的多肉酱 @关关关耳

In September, Yongpu Coffee (永璞咖啡) collaborated with the center to launch a drip bag coffee product inspired by traditional Chinese medicine, marketed as a “mental remedy” for young people. The packaging even humorously featured the 600 Wanping South Road address.

Yongpu Coffee X Shanghai Mental Health Center to launch a drip bag coffee product inspired by traditional Chinese medicine. Image: Xiaohongshu @LINA

Wrapping Up

600 Wanping South Road is raising mental health awareness through engaging exhibitions and creative brand collaborations. By combining education with entertainment, it offers a blueprint for how mental health topics can be seamlessly integrated into young people's lives and concerns while breaking down stigma.