As a core part of the 2026 “Summer in Shanghai” International Consumption Season sports carnival, Bright Dairy’s limited-time volleyball-themed exhibition officially opens at Shanghai Jing’an Zhang Garden on July 7, offering free immersive experiences for all citizens and tourists. Rooted in the brand’s sports gene as the official partner of the Chinese Women’s Volleyball Team and the sponsor of Shanghai Youbei Women’s Volleyball Team, the project integrates Shanghai’s iconic plane tree urban imagery with vibrant volleyball sports culture. Adopting fresh green as the main tone, the space is equipped with giant inflatable plane tree leaves, oversized volleyball installations, themed wall paintings and ground slogans, creating a photogenic and relaxing Shanghai-style sports scene. Divided into multiple functional areas, the venue features mini volleyball interactive games with limited peripheral rewards, a mobile fresh milk dining car and a drink experience bar. It launches exclusive co-branded fresh milk and special milk-based beverages, with limited-packaging dairy products on display. Combining urban leisure, national fitness and tasting experience, the project integrates culture, sports and business scenarios. It enriches the city’s summer consumption atmosphere, conveys the brand’s healthy and vibrant image, and realizes effective value empowerment between urban summer tourism and brand youthful positioning.