Chinese streaming service iQIYI has started building its second theme park in China. iQIYI Land is under construction in Kaifeng, Henan province.
The new park has been announced after iQIYI began work on its first theme park, located in Yangzhou, Jiangsu province, last month.
Both parks are part of iQIYI’s plans to expand its portfolio of TV and film brands into location-based entertainment (LBE) experiences.
Growth of China’s theme park sector
iQIYI’s LBE strategy aligns with a burgeoning theme park sector in China. According to data from China Insights Consultancy, the industry reached $8.2 billion in 2023 and is projected to exceed $15bn by 2028.
“Through online-offline integration, viewers engage more deeply with the content, transforming from ‘audience’ to ‘experiencer’ and even ‘co-creator’,” said Yu Gong, founder and CEO of iQIYI.
“iQIYI is developing a comprehensive digital entertainment solution that encompasses everything from online content to offline experiences and from virtual interactions to real-life engagement.
“These technological advancements and innovations will lay a strong foundation for the Kaifeng project.”
The new iQIYI Land in Kaifeng will feature immersive theatres, holographic light spaces, interactive performance theatres, film set interaction areas, non-player character experiences, mixed reality (MR) attractions, and IP-themed exhibits.
Unlike traditional theme parks, which require expensive infrastructure and upfront investment, iQIYI’s locations will provide a technology-driven experience.
This includes the use of proprietary game engines, virtual reality (VR) and artificial intelligence (AI).
“Since 2017, we’ve been exploring immersive offline storytelling experiences while building a strong portfolio of sustainable, original Chinese IPs,” said Hang Zhang, senior vice president of iQIYI.
iQIYI expanding LBE experiences
“We’re committed to driving content innovation and improving operational efficiency to create long-term value for both users and the industry.”
iQIYI already operates VR immersive theatres in more than 20 cities in China. Last year, the company revealed plans to expand in the country and globally.
Images courtesy of iQIYI
