A complex in the heart of Shanghai that combines an e-sports arena with six nightclubs, several restaurants and a comedy club is attracting hordes of young locals and tourists thanks to its “for all” attitude and reasonable all-inclusive prices – despite a general slump in consumer spending.
The 20,000 square meter INS (“Into Nothing Serious”) complex is intended to offer an experience like an international music festival, according to founder and chairman Dino Ying Shu-ling, who is also the founder of one of China’s most successful gaming companies, Hero Games, and the e-sports group VSPO.
“Shanghai is relatively developed, and many young people here have traveled widely and attended various music festivals abroad,” Ying told the Post. “I wanted to create a place like this in Shanghai, where you can get one ticket and experience everything. A place where everyone feels equal.”
The largest space in the complex, which opened in June 2023, is an e-sports arena that hosts a series of competitions every month. At nightfall, when the competitions are over, the stage disappears and within minutes the space turns into a live music bar.
Founded in 2016 by Ying and his partners, VSPO now organizes more than 4,000 esports competitions per year. Its major shareholders include Savvy Games Group, a unit of Saudi Arabia’s Public Investment Fund, following a $265 million investment in February 2023.
Due to the success of his esports companies, Ying wanted to bring something new to the market and came up with the idea of bringing together esports and his love for music culture.
The project took seven years to complete and, in addition to the cost of the land, involved an investment of over $100 million in renovations, some of which were paid for personally by Ying.
Ying compares INS to Hong Kong’s LKF, referring to the central party district of Lan Kwai Fong. Like that famous district, partygoers at INS can enjoy live music, rock the rooftops at a hip-hop bar, dance at a techno club, or grab a late-night meal.
The difference between INS and LKF lies in the cost of one evening.
Ying and his partners have deliberately sought to retain a majority stake in INS, allowing them to operate the individual clubs jointly and offer a single entrance fee system of 288 yuan (US$40), allowing visitors to enter all six clubs and enjoy included drinks at each venue.
As the name suggests, Ying wanted INS to be a carefree place that welcomes everyone.
“Young people and tourists are often very stressed about going out these days,” Ying said. “They don’t know how much a night costs, but this makes it easier.”
The affordable prices are a key selling point that allows the INS to attract thousands of young people every night, at a time when retail consumption in Shanghai is at an all-time low.
Chinese consumers are disappointed by the gloomy economic outlook and income losses and have become more cautious in spending their money.
This dilemma also applies to tourists who may only be visiting for a few days but want to experience the city’s nightlife. Ying believes the simplicity of the concept makes INS attractive. Visitors can pay and enter upon arrival without booking in advance, and the simple one-time entry fee allows them to plan their budget carefully.
“Tourists love it, young people love it and even wealthy customers can enjoy the experience by reserving a table,” Ying said. “Everyone is very equal.”
Rent accounts for less than 10 percent of INS’s revenue, with the rest coming from operating income from drinks and tickets.
Ying is convinced of the model and plans to open another complex in Chengdu that combines a hotel, an e-sports arena and nightclubs. The opening is planned for the end of 2025.
“People want to have fun when they go out, but sometimes they need to know the local people to have fun,” he said. “But at INS, you don’t have to know anyone. You don’t necessarily have to spend a lot of money. You buy a ticket and have fun.”
