A new retail experience has arrived in Belgrade, with the opening of the Eurasia Chinese shopping mall. This vast complex, built to serve both locals and the Chinese community in Serbia, promises to become one of the city’s commercial hubs.
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Location: Novi Beograd, Mileve Marić Ajnštajn Street
The Euroasia shopping mall is situated at No. 114, Mileve Marić Ajnštajn Street, in Novi Beograd. While the location might seem distant at first, it is positioned in what is expected to be a major hub of future city developments. The mall is near the site of Belgrade’s planned National Stadium and the EXPO area, ensuring its importance as a point for both shopping and city events in the years to come.
Shopping Experience: Origanized & Vibrant
I visited the mall just days after its grand opening. While not all shops were fully operational yet, with many vendors still unpacking and setting up, the space was already buzzing with activity. Crowds of curious shoppers wandered through the large, neatly organized space, eager to explore Belgrade’s newest shopping destination.
The layout is easy to navigate, with clear signage and numbered stores making it simple to find your way around. For the opening, many of the shops were adorned with red, silver and gold balloons, and the entrances were decorated with both Chinese and Serbian flags.
The assortment of goods is typical of Chinese shopping malls, offering an impressive variety of products that cater to a wide range of needs and preferences. You can find clothing for both casual wear and special occasions, along with a broad range of kitchen utensils, beauty products, and home decor items. In addition, the mall offers electronics, gadgets, toys, souvenirs, gifts, and school supplies, making it a convenient one-stop destination for almost anything you might need.
The stores are neat, well-organized, and I appreciate that they are specialized. Each shop focuses on a specific niche, offering a wide range of items dedicated to that particular category. This layout makes shopping more enjoyable and efficient, as you don’t feel overwhelmed or lost in a store filled with unrelated products.
Amenities: 450+ Shops, Restaurants, and Convenient Parking
Once the second phase of the project is complete, the mall will cover 24,000 square meters and host approximately 460 stores, making it the largest and most modern center for Chinese trade in Europe. The shopping center has been built to the highest standards of safety and comfort for both retailers and shoppers.
By the end of the year, a smaller adjacent building is expected to be completed, which will house a hotel, adding further convenience and expanding the mall’s appeal for both tourists and business travelers. Outside, the spacious parking area ensures that visitors can find a spot without much hassle.
In addition to retail, the mall offers several food options for a quick bite or a relaxed meal. Visitors can enjoy lunch at one of the restaurants on the first floor, offering a perfect spot to recharge during their shopping spree. The building also houses a supermarket stocked with unique Chinese products that are difficult to find elsewhere in the city.
Building Bridges Between China and Serbia
The new shopping mall is the result of a joint effort by Chinese entrepreneurs, with the support of the Serbian government.
“The future has already arrived. This is a golden opportunity for Serbia, and also for all of us Chinese who live in Serbia. I look forward to witnessing the future of Serbia together with all of you,” said Junwei Zou, Executive Director of the Eurasia Trade Center.
“The Free Trade Agreement between China and Serbia is moving in the right direction. Trade exchange is growing, but there is potential for even better results. This center is an incentive for further practical cooperation and strengthening the ironclad friendship between the two countries,” said H.E. Li Ming, Ambassador of the People’s Republic of China in Belgrade. (sources: RTS, Beograd uživo)
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