On March 13, iQIYI announced plans to develop its first theme park, iQIYI LAND, in Yangzhou, Jiangsu Province. This entertainment destination will focus on iQIYI’s film and drama IPs, utilizing technology to provide immersive experiences. This venture reflects iQIYI’s commitment to enhancing the long-term value of its IPs and exploring offline experiences as a growth opportunity.
Aimed to be open later this year, iQIYI LAND will feature seven unique entertainment sectors, including immersive theater, holographic light space, interactive performance theater, film set interaction area, NPC (non-player character) experiences, MR (mixed reality) party games, and other offline activities. The park will also offer themed dining options, IP merchandise, and other attractions tailored to diverse visitors, all designed to boost local tourism and energize the surrounding.
“iQIYI LAND marks a significant milestone in our offline experience business strategy. By integrating cutting-edge technology with our extensive portfolio of IPs, we aim to create immersive entertainment experiences that transport visitors into a dream world of film and TV,” said Yu GONG, founder and CEO of iQIYI.
“Yangzhou’s rich heritage, vibrant cultural tourism, and innovative spirit make it the ideal location for this venture, perfectly aligned with our mission to reimagine Chinese storytelling through technology and offer a new cultural landmark in the city’s Grand Canal area,” added GONG.
Located in Yangzhou, the park will be just a few hours’ drive or a quick high-speed train ride from major cities like Shanghai, Nanjing, and Suzhou, making it easy for both local and international visitors to reach.
This great location will also be part of the city’s “Ten Miles of the Grand Canal” project, which is an important part of a larger plan to improve the Grand Canal Cultural Belt. This plan aims to combine cultural tourism, relaxation, and business growth, ultimately creating a popular urban area that boosts the charm of the neighborhood.
IP beyond screens
This development builds on iQIYI’s strong performance in offline entertainment. The company has effectively utilized its IP assets, operating immersive theaters with VR technology at over 40 venues across 20 cities in China. Notable adaptations like Strange Tales of the Tang Dynasty II To the West attracted over 100,000 visitors in their first year, with more theaters opening in 2025.
In 2023, iQIYI launched its first parent-child theme park, iQIYI QiBubbleSpace, bringing its original animation IPs to life and enhancing family engagement. Following the Chinese New Year, visitor numbers for the immersive theater experience of Strange Tales of Tang Dynasty II To the West increased by 206%, while related viewing time rose by 15%.