iQIYI launches tech-driven immersive theme park in Yangzhou

China’s online entertainment platform iQIYI has launched iQIYI LAND, its first global offline theme park, in Yangzhou, a city in central Jiangsu Province in eastern China.  

Marking the first indoor immersive theme park created by a streaming platform in China, the launch represents a key step in iQIYI’s strategy to blend technology with creativity, extend the value of its intellectual property beyond the screen, and bring its content ecosystem to life through tangible, interactive experiences.

iQIYI executives, local partners, industry leaders, celebrities, and member representatives attended the opening ceremony. Stars from popular iQIYI dramas made surprise appearances in their respective themed zones, stepping directly from screen to reality. In the “Strange Tales of Tang Dynasty” zone, main cast members mingled with visitors; in “The Knockout” zone, an actor returned to the faithfully recreated “Old Factory Street”; and in the “Mysterious Lotus Casebook” area, a performer took the stage in an immersive live show. Their presence highlighted the transformation of beloved stories into participatory adventures, welcoming the park’s first visitors from across the country.

“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 metres, iQIYI LAND Yangzhou 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, including immersive theaters featuring a flagship immersive ride combining VR, motion systems, scent, wind, sound and real actors. Visitors can enter story worlds such as “Strange tales of Tang Dynasty”, participating directly in plotlines through interactive missions. Fans of “Strange tales of Tang Dynasty” 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) 

Other features include 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."

Immersive stage performances include 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. 

iQIYI LAND aims to extend IP lifecycles and deepen fan engagement through immersive experiences and consumer products, supporting future content releases. New parks in Kaifeng, a city in eastern Henan Province in central China, and in Beijing, China’s capital in the north,  are in development, blending local culture with storytelling. By merging digital innovation with Chinese narratives, iQIYI is creating destinations that attract audiences beyond the screen and fuel growth in China’s cultural tourism sector. 

MARKETING-INTERACTIVE has reached out to iQIYI for more information. 

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