iQIYI leads agile, IP-and tech-powered offline experience with plan for second theme park in China
iQIYI has announced the groundbreaking of its second comprehensive theme park, iQIYI LAND, in Kaifeng, Henan Province, following its first park planned in Yangzhou. The park will feature seven core entertainment sectors including immersive theater, holographic spaces, and MR experiences.
Unlike traditional theme parks, iQIYI's model leverages proprietary game engines, VR, and AI technology for frequent content updates and immersive engagement, reducing capital-intensive infrastructure needs. The company's immersive theater experiences are already present in over 20 cities across 40 locations.
The theme park sector in China reached RMB 60 billion in 2023 and is projected to exceed RMB 110 billion by 2028. The Kaifeng location, situated near Longting Lake Park, benefits from strong transportation connectivity to major population centers like Zhengzhou and Luoyang.
iQIYI ha annunciato l'inizio dei lavori per il suo secondo parco a tema completo, iQIYI LAND, a Kaifeng, nella provincia di Henan, dopo il primo parco previsto a Yangzhou. Il parco includerà sette aree di intrattenimento principali, tra cui teatro immersivo, spazi olografici e esperienze MR.
A differenza dei parchi a tema tradizionali, il modello di iQIYI sfrutta motori di gioco proprietari, VR e tecnologia AI per aggiornamenti frequenti dei contenuti e un coinvolgimento immersivo, riducendo la necessità di infrastrutture ad alto investimento. Le esperienze di teatro immersivo dell’azienda sono già presenti in oltre 20 città, distribuite in 40 sedi.
Il settore dei parchi a tema in Cina ha raggiunto un valore di 60 miliardi di RMB nel 2023 e si prevede che supererà i 110 miliardi di RMB entro il 2028. La sede di Kaifeng, situata vicino al parco Longting Lake, gode di un’ottima connettività con i principali centri abitati come Zhengzhou e Luoyang.
iQIYI ha anunciado el inicio de la construcción de su segundo parque temático integral, iQIYI LAND, en Kaifeng, provincia de Henan, tras su primer parque planeado en Yangzhou. El parque contará con siete sectores principales de entretenimiento, incluyendo teatro inmersivo, espacios holográficos y experiencias MR.
A diferencia de los parques temáticos tradicionales, el modelo de iQIYI aprovecha motores de juego propios, VR y tecnología de IA para actualizaciones frecuentes de contenido y una experiencia inmersiva, reduciendo la necesidad de infraestructuras de capital intensivo. Las experiencias de teatro inmersivo de la compañía ya están presentes en más de 20 ciudades, en 40 ubicaciones.
El sector de parques temáticos en China alcanzó los 60 mil millones de RMB en 2023 y se proyecta que superará los 110 mil millones de RMB para 2028. La ubicación de Kaifeng, situada cerca del parque Longting Lake, se beneficia de una fuerte conectividad de transporte con centros poblacionales importantes como Zhengzhou y Luoyang.
iQIYI는 첫 번째 공원이 계획된 양저우에 이어 허난성 카이펑에 두 번째 종합 테마파크 iQIYI LAND 착공을 발표했습니다. 이 공원은 몰입형 극장, 홀로그램 공간, MR 체험 등 7개의 핵심 엔터테인먼트 섹터를 갖출 예정입니다.
전통적인 테마파크와 달리 iQIYI의 모델은 독자적인 게임 엔진, VR, AI 기술을 활용해 콘텐츠를 자주 업데이트하고 몰입감을 높이며, 자본 집약적인 인프라 필요성을 줄입니다. 회사의 몰입형 극장 체험은 이미 20개 이상의 도시, 40개 장소에서 운영 중입니다.
중국의 테마파크 시장은 2023년에 600억 RMB에 달했으며 2028년까지 1100억 RMB 이상으로 성장할 것으로 예상됩니다. 카이펑 위치는 롱팅 호수 공원 인근에 자리해 정저우와 뤄양 같은 주요 인구 중심지와의 교통 연결성이 뛰어납니다.
iQIYI a annoncé le lancement des travaux de son deuxième parc à thème complet, iQIYI LAND, à Kaifeng, dans la province du Henan, après son premier parc prévu à Yangzhou. Le parc comprendra sept secteurs principaux de divertissement, dont un théâtre immersif, des espaces holographiques et des expériences MR.
Contrairement aux parcs à thème traditionnels, le modèle d’iQIYI utilise des moteurs de jeu propriétaires, la VR et l’IA pour des mises à jour fréquentes du contenu et une immersion renforcée, réduisant ainsi les besoins en infrastructures à fort investissement. Les expériences de théâtre immersif de la société sont déjà présentes dans plus de 20 villes et 40 sites.
Le secteur des parcs à thème en Chine a atteint 60 milliards de RMB en 2023 et devrait dépasser 110 milliards de RMB d’ici 2028. Le site de Kaifeng, situé près du parc du lac Longting, bénéficie d’une excellente connectivité avec les principaux centres urbains comme Zhengzhou et Luoyang.
iQIYI hat den Baubeginn seines zweiten umfassenden Themenparks, iQIYI LAND, in Kaifeng, Provinz Henan, bekannt gegeben, nachdem der erste Park in Yangzhou geplant wurde. Der Park wird sieben zentrale Unterhaltungsbereiche bieten, darunter immersives Theater, holografische Räume und MR-Erlebnisse.
Im Gegensatz zu traditionellen Themenparks nutzt iQIYI ein eigenes Spiel-Engine-System, VR- und KI-Technologie für häufige Inhaltsaktualisierungen und ein intensives Eintauchen, wodurch kapitalintensive Infrastruktur reduziert wird. Die immersiven Theatererlebnisse des Unternehmens sind bereits in über 20 Städten an 40 Standorten vertreten.
Der Themenpark-Sektor in China erreichte 2023 einen Wert von 60 Milliarden RMB und wird voraussichtlich bis 2028 110 Milliarden RMB übersteigen. Der Standort Kaifeng, nahe dem Longting-See-Park, profitiert von einer guten Verkehrsanbindung zu wichtigen Bevölkerungszentren wie Zhengzhou und Luoyang.
- Expansion into physical entertainment with second theme park announcement shows growth strategy
- Technology-driven model reduces capital expenditure and operational costs compared to traditional theme parks
- Existing presence in 20 cities with 40 locations demonstrates proven market acceptance
- Strategic location in Kaifeng provides access to large population centers (20M+ combined)
- Operating in growing market projected to reach RMB 110 billion by 2028
- Significant competition in China's theme park sector may impact profitability
- Success depends on continuous technology investment and content updates
- Risk of IP depreciation could affect long-term park value
Insights
iQIYI's theme park expansion represents a strategic pivot to monetize IP through asset-light physical experiences, diversifying revenue but adding execution risk.
iQIYI's announcement of a second theme park signals an accelerated offline expansion strategy that differentiates itself from capital-intensive traditional parks. Rather than competing with Disney's infrastructure-heavy model, iQIYI is pioneering a technology-driven approach that potentially offers faster ROI cycles and greater content flexibility.
The company's strategy addresses three critical industry pain points: high capital requirements, slow returns, and IP depreciation. By leveraging proprietary game engines, VR and AI technologies, iQIYI can refresh attractions more frequently without the massive infrastructure costs that plague traditional operators.
This expansion taps into China's growing theme park market, projected to reach
What's particularly notable is iQIYI's validation of this model through their existing immersive theater operations across 40 locations in 20 cities. This suggests they've refined their approach before scaling to comprehensive theme parks, reducing execution risk.
For iQIYI, this represents a critical evolution from a pure streaming platform to an integrated entertainment ecosystem where digital content drives physical experiences and vice versa. While carrying execution risks, this IP monetization strategy creates potential for higher-margin revenue streams beyond subscription and advertising, diversifying the company's business model in an increasingly competitive streaming landscape.
"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, at the launch ceremony. He added, "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 upcoming iQIYI LAND in Kaifeng will feature seven core entertainment sectors introduced in the Yangzhou project, including immersive theater, holographic light spaces, interactive performance theaters, film set interaction areas, NPC (non-player character) experiences, MR (mixed reality) experiences, and other offline activities. The new park will also introduce IP-themed exhibition areas designed to deepen audience engagement and enrich the visitor experience.
Unlike traditional theme parks that require capital-intensive infrastructure, heavy upfront investment, and extended return cycles, iQIYI is pioneering a more agile and technology-driven model. By leveraging proprietary game engines, virtual reality (VR), and artificial intelligence (AI), the company delivers frequent content updates and more immersive engagement. This approach also addresses common industry challenges such as IP depreciation, high costs associated with live performers and limited interactive content capabilities.
"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. "We're committed to driving content innovation and improving operational efficiency to create long-term value for both users and the industry." He added that bringing popular IPs into the physical world helps deepen fans' emotional connections with the content.
Currently, the immersive theater experiences have been rolled out across more than 20 cities and 40 locations nationwide and will become a core attraction at iQIYI LAND in the future.
This strategic direction aligns with the growing demand in
As with the earlier Yangzhou project, iQIYI continues to prioritize culturally rich cities with strong accessibility and market potential. Located in
The 960 Cultural and Creative Park, the future site of the theme park, is located near Longting Lake Park, a well-known cultural and leisure destination.
CONTACT: iQIYI Press, press@qiyi.com
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SOURCE iQIYI
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