Chinese videostreaming company iQiyi made a big announcement on March 13, 2025, revealing its plans to open a theme park later in the year in Yangzhou, Jiangsu province. The upcoming “iQiyi Land” will be the company’s first full-fledged theme park in China, featuring attractions based on characters from its popular films and television dramas.
Located in Yangzhou, Jiangsu province, just a short high-speed train ride away from Shanghai, iQiyi Land will offer visitors a unique and immersive experience. The theme park will include seven different types of attractions, such as immersive theaters, interactive film sets, and virtual reality experiences, all centered around iQiyi’s beloved characters.
This move by iQiyi is part of a trend where companies are investing in experiences to attract consumers, even amidst sluggish retail sales. Other notable projects in the works include Legoland’s first China resort opening in Shanghai this summer, as well as Warner Bros. Discovery’s “Harry Potter Studio Tour” set to debut in 2027 in the same city. Additionally, Chinese toy company Pop Mart opened the popular “Pop Land” in Beijing in late 2023.
iQiyi’s foray into the theme park industry builds on its success with VR-specific attractions. The company has developed innovative technology that combines VR headsets with moving platforms, allowing visitors to feel like they are part of the action. Since launching its first dedicated VR experience in Shanghai two years ago, iQiyi has expanded to over 40 locations in 20 Chinese cities, with one experience attracting over 100,000 visitors in its first year.
The rise of VR, gaming, and artificial intelligence has paved the way for “distributed” theme parks that are more compact, interactive, and adaptable. Hang Zhang, senior vice president at iQiyi, highlighted that some of the VR-based experiences will debut at iQiyi Land before expanding to other venues.
In a post-Covid world, mainland China’s theme park industry is projected to surpass 480 billion yuan ($67 billion) in revenue this year, with over 500 million visitors. Parks are increasingly incorporating VR and AI technologies to enhance guest experiences, blending global franchises with local narratives to appeal to Chinese audiences.
Despite the positive outlook for the theme park industry, challenges remain. China’s consumer market has been lackluster, with minimal growth in the consumer price index. IQiyi’s revenue dropped by 8% in 2024, signaling intense competition in the content space. Theme park projects, such as the Legoland in Sichuan province, can also face delays, underscoring the complexities of bringing such ventures to life.
Overall, iQiyi’s venture into the theme park sector signifies a bold step towards engaging consumers in new and innovative ways. As the company prepares to unveil iQiyi Land later this year, all eyes will be on how this immersive experience will captivate audiences and drive growth for the brand.
