China’s streaming giant iQIYI has officially launched iQIYI LAND, its first-ever super interactive theme park in Yangzhou, a city in central Jiangsu Province in eastern China. As China’s first next-gen indoor entertainment park developed by a streaming platform, the launch marks a significant milestone in iQIYI’s strategy to integrate technology with creativity, expand the value of its IP beyond streaming, and bring its content ecosystem to life through physical, immersive experiences.
Think of it as a physical extension of your favourite Chinese dramas, films and variety shows – a place where IP doesn’t just live on-screen, but surrounds you in real life. It blends cutting-edge technology with iconic Chinese stories, inviting visitors to step straight into the action.
“At iQIYI, we have spent 15 years forging emotional bonds online,” said Yu Gong, Founder and CEO of iQIYI. “With iQIYI LAND, we’re bringing that connection into the real world. By blending original Chinese IP with immersive technologies such as VR and AI, we are pioneering a next-generation, interactive theme park deeply tied to our content. As demand for offline entertainment surges, we see iQIYI LAND as a new driver for our long-term growth”.
Covering approximately 10,000 square meters, the entertainment park features a compact, high-efficiency indoor design for year-round operation and rapid IP cycles. Unlike traditional outdoor theme parks, it leverages digital production and immersive engineering to enable fast iteration and seamless content integration.
The park features seven core experience zones:
Immersive Theaters
A flagship immersive ride combining VR, motion systems, scent, wind, sound, and real actors. Visitors enter story worlds such as “Strange Tales of Tang Dynasty”, participating directly in plotlines through interactive missions. Fans of the series relive climactic moments through original voice acting synced with motion platforms, scents, and touch effects (walking treacherous cliffs, soaring through skies, battling mythical human-faced eagle monsters)
Light-and-Shadow Spaces
A digital technology to recreate cinematic scenes such as the grasslands of “To the Wonder” or fantasy cloud worlds from “Love Between Fairy and Devil”. Visitors walk inside dynamic visual environments and trigger story elements through movement.
Immersive Stage Performances
Live theatrical productions integrating LED screens, rotating stages, projections, and real actors. For example, “Mysterious Lotus Casebook” features martial arts choreography and cinematic effects, blending drama and technology.
Iconic Film-and-TV Scene Photo Spots
Highly recognisable drama locations reconstructed for visitors, such as Gao Qiqiang’s house from “The Knockout”, Zhang Fengxia’s grocery store from “To the Wonder” and Canal teahouse scenes from “Northward”.
Live Character Interactions
Professional performers act as IP characters, creating surprise storylines and role-play interactions. Visitors can unlock hidden plots and experience “being inside the drama”.
Social Games
Multiplayer interactive game zones and competitions projected onto LED screens creating social entertainment and spectator engagement.
IP-Exclusive Retail and Dining
Themed restaurants and merchandise shops with IP-inspired menus and limited-edition collectibles. Dining is designed as part of storytelling rather than simple food service.
