As the central area of Shanghai’s international financial hub, Pudong New Area has followed a strategy characterized by "one core and two key points" in recent years. The area seeks to improve the environment for finance development and believes that a better environment will attract financial institutions and talent, which will bring financial innovation and services, and support economic development and society.

The district has become an influential international financial hub with a relatively complete financial market system through 20 years of development. However, it currently faces fierce competition from other financial centers. Lujiazui has made great efforts to build its brand and image and improve its international reputation to become a first-class international financial hub.

Numerous high-level office buildings and commercial facilities have been erected and put into operation in the district. The floor area totals 10.15 million square meters. There are 10 key projects, spanning 3.5 million sq m and including Shanghai Tower, that are under construction and will be completed during the 12th Five-Year Period (2011-2015). The newly-built Shanghai International Financial Center offers better service for high-end consumers. Its turnover reached 3.7 billion yuan ($616 million) last year.

At the same time, Lujiazui has made great efforts to publicize its brand image and inject cultural elements into its development. The district launched the LED project by installing eye-catching LED screens that display financial market quotes and life service information. It also implemented the “five ones” brand image building project -- including one magazine, one English website, one promotional video, one micro-blog platform and one almanac -- to exploit the district’s specific culture, foster its own brand and expand its reputation.

In addition, Lujiazui has promoted cultural facility construction. It has opened galleries and museums, such as the Nanbinjiang British Halcyon Gallery, Aurora Art Museum, Bank of Communications Museum and Lidao Museum of Securities. The area also holds cultural festivals, such as the Lujiazui Forum and Lujiazui Financial Culture Festival. These efforts have greatly improved the district’s image in the international arena.