China's leading online entertainment platform iQIYI has opened its first offline theme park, iQIYI LAND, in Yangzhou, East China's Jiangsu province.
The indoor venue represents the company's ambitious entry into China's booming cultural tourism sector, with the aim of bringing its hit streaming content into a new realm.
Launched on Sunday, iQIYI LAND represents a milestone in the company's plan to integrate technology with creativity and expand the value of its content ecosystem.
"With iQIYI LAND, we're bringing that connection into the real world," said Gong Yu, founder and CEO of iQIYI.
Gong added the park's role as a new growth driver, blending original Chinese Intellectual Property with immersive technologies like VR and AI to meet surging demand for offline entertainment.
Spanning approximately 10,000 square meters, the park is designed for year-round operation and rapid IP integration. Its launch event featured appearances by cast members from popular dramas like Strange Tales of Tang Dynasty, The Knockout, and Mysterious Lotus Casebook, in what might be a hint of future activities at the park.
The park is structured around seven core experience zones, each leveraging digital production to foster immersion. These include Immersive Theaters, which combine VR and motion systems for interactive story missions; Light-and-Shadow Spaces that place visitors inside dynamic cinematic scenes; and Immersive Stage Performances that blend live actors with advanced projections.
Further enhancing fan engagement are Iconic Film-and-TV Scene Photo Spots, reconstructing famous locations from hit shows. Live Character Interactions see professional performers creating spontaneous role-play plots, while Social Games offer multiplayer digital competitions. Finally, IP-Exclusive Retail and Dining integrate themed merchandise and food into the overall narrative.
By extending IP lifecycles through physical experiences, iQIYI aims to deepen audience connection and support future content. With additional parks already in development for Kaifeng of Henan province and Beijing, iQIYI is positioning itself at the intersection of digital innovation and cultural tourism, creating destinations designed to attract audiences beyond the screen.
