iQIYI is China’s largest streamer, with millions of subscribers and a huge collection of movies, TV shows, and original content. But it’s not just sticking to regular streaming anymore—it’s finding new and creative ways to connect with its viewers.

One major step iQIYI is taking is entering the world of immersive location-based entertainment (LBE) platforms. This move aligns with a trend that global streaming giants like Netflix are also following.

Why Immersive LBE Matters for Streaming Platforms

Streaming companies are starting to realize that just having digital content isn’t enough to keep up with what fans want anymore. That’s where immersive LBE platforms come in.

These platforms combine physical and digital experiences, allowing audiences to directly engage with the stories and characters they love. This goes beyond what online platforms can offer by creating deeper connections and extending the lifespan of intellectual properties (IPs).

Here are some key reasons why immersive LBE is important for streaming platforms:

• Builds strong emotional connections through multi-sensory experiences
• Expands revenue streams beyond subscriptions and digital sales
• Creates community hubs where fans gather offline, strengthening brand loyalty
• Provides opportunities to integrate emerging technologies such as VR and AI

Both iQIYI and Netflix are placing their bets on these immersive experience zones to enhance their digital content ecosystems. By going beyond the screen, they are changing passive viewers into active participants, redefining how people enjoy entertainment in this century.

The Rise of Immersive LBE Platforms in Streaming Industry

Location-based entertainment (LBE) platforms create physical spaces where audiences engage with content through immersive, multi-sensory experiences. These environments combine technology, storytelling, and interactivity to deliver entertainment that goes beyond passive viewing. The growing popularity of LBE reflects a shift in how consumers want to experience their favorite stories—moving from screens into tangible, shared spaces.

Why LBE Platforms Matter

LBE platforms matter because they:

1. Offer offline entertainment options that complement streaming content.
2. Create immersive experiences that deepen emotional and cognitive connections.
3. Enable fans to interact directly with beloved intellectual properties (IPs).
4. Expand the content ecosystem by linking digital narratives to physical experiences.
5. Support longer IP lifecycles by continuously engaging audiences beyond initial releases.

Streaming giants see immense value in integrating their content into LBE formats. By transforming popular shows and films into themed attractions or interactive zones, they generate new revenue streams and reinforce brand loyalty. Fans gain a sense of presence within the story worlds they cherish, turning passive consumption into active participation.

Leveraging LBE for Fan Engagement and IP Longevity

Streaming platforms use immersive LBE to:

1. Extend narrative universes through live performances, VR experiences, and social games.
2. Encourage repeat visits by regularly updating attractions aligned with new releases.
3. Foster community by creating social environments where fans can share experiences.
4. Promote merchandise sales tied directly to the physical settings and storylines.

This approach prevents content from becoming stale quickly, maintaining relevance in a competitive entertainment landscape.

Netflix vs. iQIYI: Contrasting Approaches to Offline Immersion

Netflix has experimented with pop-up events, interactive exhibits, and limited-time activations around flagship series. Its initiatives often emphasize Western IPs and rely on narrative-driven installations or themed cafés. Netflix’s strategy tends to focus on short-term hype-building around new seasons or special releases without permanent venues.

iQIYI pursues a more ambitious model by developing permanent LBE venues like iQIYI LAND. This theme park embodies a comprehensive blend of technology-enhanced immersion—VR, AI, motion systems—with Chinese cultural storytelling rooted in popular domestic IPs. iQIYI integrates offline experiences deeply into its broader content ecosystem rather than treating them as isolated promotions.

This comparison highlights how both companies recognize the value of LBE platforms but tailor their strategies according to market dynamics, cultural assets, and technological capabilities.

Immersive LBE platforms are redefining how streaming services expand their influence beyond screens. These ventures enrich fan interactions while strategically extending the lifespan of valuable IPs through innovative offline entertainment offerings.

iQIYI LAND: China’s First Immersive Theme Park by a Streaming Giant

iQIYI LAND opened its doors on February 8, 2026, in Yangzhou, Jiangsu Province, marking a milestone as the very first offline theme park created by a Chinese streaming platform. This groundbreaking development reflects iQIYI’s commitment to expanding beyond digital screens and delivering immersive, tangible experiences that bring popular content to life.

Key aspects of iQIYI LAND include:

• Pioneering offline presence: As China’s largest streaming platform, iQIYI’s move into physical entertainment spaces sets a new precedent in the industry. It transforms how audiences interact with their favorite shows and movies by moving from passive viewing to active participation.
• Strategic location – Yangzhou, Jiangsu Province: Selecting Yangzhou highlights the park’s integration with local culture and tourism infrastructure. Yangzhou is rich in history and cultural heritage, making it an ideal backdrop for storytelling rooted in Chinese traditions.
• Cultural tourism as a foundation: The park leverages the growing trend of cultural tourism in China, blending entertainment with authentic local narratives. Visitors experience not only high-tech attractions but also a deep sense of place through carefully curated environments that reflect regional history and folklore.
• Chinese IP integration: Central to the park’s appeal is its strong focus on well-loved Chinese intellectual properties (IPs). These IPs serve as the creative backbone for attractions, performances, and retail offerings. By rooting experiences in familiar stories and characters, iQIYI LAND creates a powerful emotional connection with fans.

The design philosophy behind iQIYI LAND capitalizes on storytelling that resonates culturally while embracing cutting-edge technology. This balance enhances visitor engagement by offering both nostalgia and innovation. The park stands as a physical manifestation of digital content ecosystems evolving into multi-dimensional entertainment hubs where offline meets online seamlessly.

Core Experience Zones at iQIYI LAND

iQIYI, China’s largest streamer, joins Netflix in the trend towards building immersive experience LBE platforms by launching seven distinct zones within iQIYI LAND. Each zone offers unique ways for visitors to engage deeply with popular IPs through technology and storytelling.

1. Immersive Theaters

These theaters use cutting-edge VR technology paired with advanced motion systems that simulate physical sensations synchronized with cinematic narratives. Visitors don VR headsets to step inside vivid worlds inspired by hit series and films, experiencing stories from a first-person perspective. Motion seats amplify thrills—whether it’s a high-speed chase or a magical journey—making each screening a multisensory event.

2. Light-and-Shadow Spaces

Dynamic cinematic scenes come alive through sophisticated projection mapping and lighting effects in these spaces. Walls and floors transform continuously, immersing guests in environments where shadows tell stories alongside light. This zone merges art and technology to create fluid visual narratives that echo the atmosphere of beloved shows like Strange Tales of Tang Dynasty. The effect is a living painting that changes as visitors move through it.

3. Immersive Stage Performances

Actors perform live on stages enhanced by digital backdrops and augmented reality elements, blending traditional theater with modern tech. These interactive performances invite guests to become part of the story, reacting to plot twists and engaging directly with characters. Using AI-driven cues, performers adapt scenes dynamically, ensuring each show feels fresh and responsive.

4. Iconic Film-and-TV Scene Photo Spots

Visitors can pose within meticulously recreated sets from popular Chinese dramas such as The Knockout. Every detail—from architecture to props—is crafted for photo-perfect moments that transport fans into their favorite story worlds. These spots serve not only as memorable photo opportunities but also as physical extensions of digital content, reinforcing emotional connections.

5. Live Character Interactions

Professional performers embody characters from well-loved IPs like Mysterious Lotus Casebook and Love Between Fairy and Devil. Role-playing scenarios allow guests to interact deeply with these personas through scripted or improvised dialogue, enriching narrative immersion beyond passive watching. This hands-on engagement fosters lasting emotional investment in the IPs represented.

6. Social Games

Multiplayer digital competitions encourage social interaction among visitors while tying into the themes and universes of iQIYI’s content library. These games feature leaderboards, team challenges, and cooperative missions designed to build camaraderie and friendly rivalry within the park environment. Integrating social gameplay adds an interactive layer that extends visitor engagement beyond solo experiences.

7. IP-Exclusive Retail and Dining

Themed retail stores offer exclusive merchandise tied directly to the streaming platform’s catalog of hits, allowing fans to own tangible pieces of their favorite series or movies. Dining areas follow suit with menus inspired by story worlds, combining culinary creativity with thematic design to sustain immersion even during breaks from attractions.

Each zone at iQIYI LAND exemplifies how offline immersive experiences can extend IP lifecycles by creating physical touchpoints that complement digital consumption habits. The blend of advanced technologies like VR and AI with culturally resonant storytelling forms a comprehensive ecosystem designed to deepen fan loyalty while expanding entertainment possibilities beyond screens alone.

Technology Integration Driving Immersive Experiences at iQIYI LAND

iQIYI LAND stands out with its sophisticated use of VR technology in theme parks and AI in entertainment, forging an innovative blend of technology and creativity integration that transforms visitor interactions into vivid, multisensory adventures.

1. Cutting-Edge VR and AI Technologies

The park leverages advanced virtual reality systems that transport guests into fully immersive story worlds. These VR setups are paired with AI-driven interactive missions, allowing participants to engage dynamically with narratives tailored to their actions. This combination elevates the traditional passive viewing experience, inviting visitors to become active players within their favorite IP universes.

2. Digital Production Techniques

Digital production serves as a backbone for recreating cinematic scenes on demand within various attractions. Using real-time rendering and projection mapping, iQIYI LAND can dynamically alter environments to match key moments from popular films and series. This capability ensures each visit offers fresh perspectives and surprises, intensifying emotional connections to the content.

3. Motion Systems Enhancing Physical Sensations

Motion platforms integrated into theaters and rides simulate physical movements synchronized with visual and auditory stimuli. These systems amplify immersion by replicating sensations such as acceleration, turbulence, or vibrations that align with onscreen action. The result is a heightened sense of presence that deepens audience engagement beyond visual effects alone.

4. Advanced Projection Technologies for Live Actor Performances

One hallmark feature is the seamless fusion of live actors with projected virtual elements. Advanced projection technologies create dynamic backdrops that interact fluidly with performers’ movements, crafting scenes where physical and digital realities merge. This technique enriches storytelling by enabling interactive stage performances that feel both tangible and fantastical.

The strategic deployment of these technologies positions iQIYI LAND as a pioneer in marrying narrative content with immersive tech innovations. By integrating VR, AI, digital production, motion systems, and live actor projections, the park delivers layered experiences that extend storytelling boundaries while supporting deeper fan engagement.

Strategic Expansion Plans Beyond Yangzhou: Kaifeng & Beijing Parks

iQIYI is extending its immersive theme park concept beyond Yangzhou with ambitious projects planned for Kaifeng in Henan province and Beijing. These new parks are designed to deepen the integration of local culture storytelling with cutting-edge immersive technologies, creating unique entertainment destinations that resonate with regional heritage while leveraging popular Chinese IPs.

Focus on Local Culture and Storytelling

Kaifeng, Henan Province

Known for its rich historical significance as a former imperial capital and cultural hub, Kaifeng provides fertile ground for iQIYI to weave traditional narratives into immersive experiences. The park will likely highlight famous local legends, historic events, and classical literature, blending them with the streaming giant’s digital storytelling capabilities.

Beijing Immersive Theme Park

Capitalizing on Beijing’s status as China’s political and cultural center, the park aims to showcase iconic urban stories alongside modern Chinese culture. This location offers opportunities to incorporate cutting-edge technology aligned with sophisticated audience expectations in a metropolitan setting.

Both parks plan to use immersive environments that combine VR, AI, and dynamic projections to bring these stories to life. This approach strengthens the emotional connection between visitors and content by offering culturally relevant experiences that feel authentic and memorable.

Driving Cultural Tourism Development in China by Streaming Companies

These expansion plans reflect a broader trend where streaming platforms like iQIYI actively participate in cultural tourism development through innovative entertainment venues. By creating offline spaces that celebrate local traditions and heritage through immersive media, they:

1. Extend the lifecycle of their intellectual properties by transforming passive viewers into active participants.
2. Support regional economies by attracting tourists interested in cultural exploration combined with entertainment.
3. Provide new revenue streams beyond digital subscriptions through themed merchandise, dining, and interactive social games tied to regional content.

This strategy aligns well with government initiatives promoting cultural tourism as a key driver of economic growth across various provinces.

Expected Enhancements and New Features

Compared to the Yangzhou flagship park, Kaifeng and Beijing locations are expected to introduce enhancements focused on their unique cultural contexts:

• More extensive use of augmented reality overlays for outdoor historical site explorations integrated within the park.
• Increased collaboration with local artisans and performers to deliver authentic live character interactions connected to regional folklore.
• Expanded IP collaborations featuring stories deeply rooted in Henan’s and Beijing’s histories but reimagined through popular streaming dramas.
• Enhanced social gaming zones encouraging multiplayer competitions inspired by traditional games native to each area.
• Retail and dining outlets reflecting local culinary specialties paired with themed merchandise exclusive to each park.

These features aim at delivering a more localized yet technologically advanced experience that complements each city’s identity while maintaining iQIYI’s signature immersive style.

Comparing iQIYI’s LBE Strategy with Netflix’s Offline Entertainment Initiatives

iQIYI, China’s largest streamer, joins Netflix in the trend towards building immersive experience LBE platforms. Both streaming giants recognize the value of extending their digital content ecosystems into physical spaces, but their approaches reveal distinct strategies shaped by cultural context and audience expectations.

Netflix Immersive Experience Zones

Netflix has experimented with offline expansions through pop-up experiences and immersive zones that bring popular series and films to life. These ventures often feature:

• Interactive theme park rides based on blockbuster titles.
• Temporary installations tied to new releases or fan events.
• Experiential storytelling blending physical sets with augmented reality.

Netflix’s focus leans heavily on Western IPs such as Stranger Things and The Witcher, using iconic visuals and narratives familiar to global audiences. Their immersive zones emphasize spectacle and interactive engagement, often designed for major cities with high foot traffic like Los Angeles or New York.

iQIYI’s Distinctive Approach

iQIYI’s LBE strategy centers around the creation of permanent, large-scale venues like iQIYI LAND that deeply integrate Chinese cultural elements and local storytelling. Features include:

1. Seven core experience zones combining VR, AI, live performances, and social games.
2. Use of Chinese IPs such as Strange Tales of Tang Dynasty and Mysterious Lotus Casebook.
3. Emphasis on cultural tourism by situating parks in historic cities (Yangzhou, Kaifeng, Beijing).
4. Retail and dining themed around popular content to enhance fan immersion beyond attractions.

This approach reflects a holistic ecosystem where offline experiences support long-term IP lifecycles within China’s diverse market. The integration of regional heritage into immersive design distinguishes iQIYI from more globally focused expansions.

Technological Implementations & Thematic Designs

iQIYI leverages cutting-edge VR and AI technologies not only for visual immersion but also to craft interactive story missions that reflect traditional Chinese narratives. Netflix’s immersive zones prioritize high-energy engagement tied to global pop culture phenomena.

The contrast between these two streaming platforms highlights different philosophies about how offline entertainment can complement digital content. Netflix aims for flexible, event-based activations appealing to international fans; iQIYI builds expansive physical ecosystems designed to deepen emotional connection through culturally resonant experiences.

Both models showcase innovative ways streaming platforms expand offline—through immersive theaters, interactive theme park rides, and experiential retail—each tailored to their unique content libraries and audience expectations.

Impact on Cultural Tourism & Fan Engagement in China

Immersive LBE platforms such as iQIYI LAND play a crucial role in revitalizing the cultural tourism sector in China, especially in Jiangsu province and its surrounding areas. By turning popular Chinese film and TV intellectual properties (IPs) into physical, interactive spaces, these platforms use the power of cultural storytelling to attract visitors beyond traditional tourist routes.

Boosting Cultural Tourism through Immersive Storytelling

• Localized Cultural Appeal: iQIYI LAND integrates local narratives and historical elements from well-known IPs, encouraging tourists to explore regional heritage framed through modern entertainment technology.
• Tourism Spillover Effect: Visitors drawn to immersive experiences often extend their trips to nearby cultural sites, museums, and local businesses, creating broader economic benefits for the region.
• Novelty in Tourism Offerings: Immersive LBE parks introduce fresh, technology-driven attractions that diversify China’s tourism portfolio, appealing to younger demographics seeking experiential travel.

Deepening Emotional Connections with Fans

• Physical manifestations of beloved stories help fans move beyond passive viewing to active participation. When audiences encounter familiar characters and scenes in real-world settings, it strengthens their emotional investment.
• Interactive zones like live character interactions and immersive stage performances create personalized experiences. Fans can engage directly with narrative worlds, enhancing their sense of belonging within fan communities.
• The presence of detailed recreations from popular titles such as Strange Tales of Tang Dynasty fosters nostalgia while inviting new fans to discover classic Chinese storytelling.

Extending Chinese IP Lifecycles through Experiential Marketing

• Repurposing digital content into physical experiences helps sustain long-term interest by refreshing audience engagement outside screens.
• Experiential marketing via LBE encourages repeated visits as new storylines or seasonal events unfold, helping IPs maintain relevance over time.
• Retail and dining areas themed around specific content provide additional touchpoints for fan interaction while generating revenue streams linked directly to the IPs.

iQIYI’s strategy demonstrates how immersive entertainment can become a catalyst for both cultural preservation and innovative fan engagement. By connecting digital IPs with real-world environments, platforms like iQIYI LAND contribute significantly to expanding China’s cultural tourism landscape while nurturing passionate fanbases through rich, multi-sensory experiences.

Conclusion

iQIYI, China’s largest streamer, is making a decisive move by expanding its streaming platform offline through iQIYI LAND. This immersive location-based entertainment (LBE) platform complements its dominant digital business by transforming popular IPs into tangible, interactive experiences. The integration of VR, AI, and motion technologies creates a new dimension for fan engagement that extends beyond screens into real-world environments.

Anticipated growth in technology-driven entertainment venues shows how immersive experience future trends are reshaping the industry globally. Parks like iQIYI LAND and Netflix’s experimental ventures indicate a clear shift toward blending digital content ecosystems with offline experiences. This approach not only revitalizes intellectual properties but also opens fresh revenue streams through merchandise, themed dining, and social gaming.

The synergy between cutting-edge technology and creative storytelling is crafting next-generation entertainment ecosystems that promise deeper emotional connections and sustained audience interest. Streaming platforms leveraging immersive LBE models set the stage for a dynamic future where interactive experiences become as vital as traditional content consumption.

Key takeaways:

• Streaming platform expansion offline enhances IP lifecycle and fan engagement.
• VR/AI integration drives seamless immersive environments.
• Local culture combined with popular IPs enriches storytelling authenticity.
• Technology-driven entertainment venues represent the future landscape of experiential marketing.

iQIYI’s bold embrace of immersive LBE confirms this trend, positioning itself alongside global leaders like Netflix in pioneering innovative entertainment experiences that captivate audiences both online and offline.

FAQs (Frequently Asked Questions)

What is iQIYI LAND and why is it significant in China’s entertainment industry?

iQIYI LAND is China’s first immersive theme park launched by iQIYI, the country’s largest streaming platform, located in Yangzhou, Jiangsu Province. It marks a pioneering step for Chinese streaming companies into offline location-based entertainment (LBE), blending popular Chinese IPs with cultural tourism and immersive technologies to expand fan engagement beyond digital platforms.

How does iQIYI’s approach to immersive LBE platforms compare with Netflix’s initiatives?

Both iQIYI and Netflix are expanding their streaming content into immersive offline experiences, but while Netflix focuses on Western IPs and interactive theme park rides, iQIYI emphasizes Chinese cultural storytelling integrated with advanced VR, AI, and motion systems. This strategic differentiation leverages unique regional assets to deepen fan interaction and extend IP lifecycles.

What core experience zones can visitors expect at iQIYI LAND?

Visitors to iQIYI LAND can explore seven core zones including Immersive Theaters with VR technology and motion systems, Light-and-Shadow Spaces featuring dynamic projections, Immersive Stage Performances combining live actors with technology, film and TV scene recreations from popular Chinese shows, live character interactions based on beloved IPs, social multiplayer games enhancing engagement, and IP-exclusive retail and dining experiences that immerse fans fully into the content ecosystem.

What technologies drive the immersive experiences at iQIYI LAND?

iQIYI LAND integrates cutting-edge VR technology, AI-driven interactive story missions, advanced digital production techniques for dynamic scene recreations, motion systems enhancing physical sensations during rides and theaters, and sophisticated projection technologies that blend live actor performances with virtual elements to create seamless immersive environments.

What are the future expansion plans for iQIYI’s immersive theme parks?

Following the successful launch in Yangzhou, iQIYI plans to open new immersive theme parks in Kaifeng (Henan province) and Beijing. These expansions aim to blend local culture with innovative storytelling techniques using popular Chinese IPs to promote cultural tourism and offer enhanced region-specific features that deepen fan engagement through experiential entertainment.

How do immersive LBE platforms like iQIYI LAND impact cultural tourism and fan engagement in China?

Immersive LBE platforms such as iQIYI LAND significantly boost cultural tourism by integrating beloved Chinese film and TV intellectual properties into physical spaces that offer emotional connections beyond traditional viewing. They extend IP lifecycles through experiential marketing strategies that sustain long-term interest in digital content while promoting regional heritage and innovative entertainment ecosystems.