iQIYI expands beyond streaming with iQIYI LAND, its first immersive theme park in Yangzhou

iQIYI, China‘s leading online entertainment platform, is making a major leap into offline entertainment experiences with the development of its first immersive theme park, iQIYI LAND. Situated in Yangzhou, Jiangsu Province, the new attraction is designed to extend the company’s intellectual property (IP) ecosystem beyond streaming, transforming its popular film and drama franchises into interactive real-world experiences.

The move signals iQIYI’s strategic push to diversify revenue streams amid intensifying competition in China’s digital entertainment market. By integrating cutting-edge technologies such as mixed reality (MR), holographic projections, and interactive NPC experiences, the company aims to redefine theme park entertainment in China while solidifying its position in the rapidly evolving IP-driven tourism sector.

Why Is iQIYI Investing in Offline Entertainment?

As the streaming industry faces saturation, major platforms like iQIYI are seeking new avenues for growth and audience engagement. While its core business remains subscription-based video-on-demand (SVOD) and advertising-supported streaming, iQIYI LAND represents a calculated expansion into location-based entertainment, a sector that has seen increasing investment from media companies worldwide.

This move mirrors a broader industry trend where leading entertainment giants—such as Walt Disney Company and Universal Studios—have successfully leveraged their IPs to drive revenues beyond digital content. By monetizing beloved franchises through theme parks, live experiences, and merchandise, these companies have demonstrated the long-term value of transmedia storytelling.

For iQIYI, offline entertainment experiences present an opportunity to extend the lifecycle of its IPs, strengthen fan engagement, and tap into China’s booming tourism industry. The success of previous initiatives, including iQIYI’s immersive theater experiences and parent-child theme parks, has validated the market potential for IP-driven attractions.

What Can Visitors Expect at iQIYI LAND?

Scheduled to open later this year, iQIYI LAND is designed to offer a fully immersive, technology-enhanced entertainment experience. The park will be divided into seven distinct zones, each inspired by popular iQIYI film and drama franchises. Attractions will include interactive theater experiences, holographic light installations, mixed reality party games, and film set recreations that allow visitors to step into the worlds of their favorite shows.

One of the park’s standout features will be its NPC-driven experiences, where visitors can interact with live performers playing characters from iQIYI’s drama universes. This concept builds on the popularity of role-playing interactive entertainment, a growing trend in the theme park industry that has gained traction in both China and international markets.

The park will also include themed dining options and exclusive IP merchandise, ensuring visitors can fully immerse themselves in iQIYI’s expanding entertainment universe. The initiative is expected to boost local tourism and economic development, aligning with Yangzhou’s broader cultural revitalization efforts.

Why Was Yangzhou Chosen for iQIYI LAND?

The selection of Yangzhou as the site for iQIYI LAND is both a strategic and cultural decision. With its historical significance and strong tourism industry, Yangzhou provides an ideal backdrop for an entertainment destination that blends traditional heritage with modern innovation.

The theme park will be located within the “Ten Miles of the Grand Canal” demonstration zone, a key component of the Chinese government’s efforts to revitalize the Grand Canal Cultural Belt. This initiative aims to integrate cultural tourism, urban development, and commercial expansion, making Yangzhou a prime location for projects that drive domestic and international tourism growth.

Moreover, the city’s proximity to major metropolitan hubs such as Shanghai, Nanjing, and Suzhou ensures accessibility for a large visitor base. With well-developed high-speed rail and road connections, iQIYI LAND is positioned to attract both local visitors and travelers from across China.

How Has iQIYI Previously Experimented With Offline Experiences?

While iQIYI LAND marks iQIYI’s most ambitious offline entertainment venture to date, the company has already established a strong foundation in immersive experiences. Over the past few years, iQIYI has launched a network of immersive theaters in more than 20 cities across China, integrating virtual reality (VR), live performance, and interactive storytelling.

One of its most successful projects has been the immersive adaptation of “Strange Tales of the Tang Dynasty: To the West,” which debuted as a location-based experience and attracted over 100,000 visitors in its first year. The strong audience response has encouraged iQIYI to continue expanding its immersive entertainment offerings, with additional venues set to open in 2025.

Additionally, in 2023, iQIYI introduced its QiBubble Space theme park, a family-oriented attraction designed around the company’s original animation IPs. This initiative demonstrated iQIYI’s ability to successfully translate animated content into real-world experiences, further reinforcing the company’s long-term IP monetization strategy.

What Does This Mean for iQIYI’s Business and Investors?

For investors, the launch of iQIYI LAND represents a strategic shift that could significantly impact the company’s revenue model. As China’s streaming market becomes increasingly competitive, iQIYI’s expansion into offline entertainment allows it to diversify revenue streams while reducing reliance on subscription and advertising-based income.

The global success of theme park operators such as Disney and Universal Studios has demonstrated the potential for IP-driven attractions to generate long-term revenue through ticket sales, merchandise, and ancillary experiences. If iQIYI can replicate this model within China’s fast-growing theme park industry, iQIYI LAND could serve as the foundation for future expansion into additional locations.

Moreover, iQIYI’s integration of streaming data with offline engagement metrics presents unique opportunities to optimize content strategies. Recent statistics from iQIYI indicate that following the Chinese New Year holiday, visitor numbers for immersive experiences based on “Strange Tales of the Tang Dynasty: To the West” surged by 206%, while viewership for the corresponding streaming series increased by 15%. This interplay between digital and physical engagement highlights the potential for iQIYI LAND to drive cross-platform content consumption.

Will iQIYI LAND Reshape China’s Entertainment Landscape?

As iQIYI LAND progresses toward its grand opening, the park’s ability to deliver compelling, technology-enhanced experiences will determine its impact on the future of entertainment in China. If successful, the park could become a model for future IP-based attractions, reinforcing iQIYI’s role as an industry innovator.

With a growing demand for experiential entertainment and an evolving approach to IP monetization, iQIYI’s move into offline entertainment experiences reflects a broader transformation within China’s media and tourism industries. As audiences seek more immersive ways to engage with content, iQIYI LAND may mark the beginning of a new chapter in China’s entertainment landscape—one where streaming and real-world experiences seamlessly converge.