On September 24, at the "Cultural Industry Investor Conference" of the 2025 Beijing Culture Forum, iQiyi Inc. announced the signing of a cooperation agreement with Wangfujing Joy Shopping Center, marking the entry of iQiyi Park into Beijing's Wangfujing Joy Shopping Center. This represents the third iQiyi park officially announced this year, following locations in Yangzhou and Kaifeng.
According to the planning, the project will include multiple core modules such as immersive theaters, holographic light and shadow spaces, film and TV interactive scenes, NPC interactive experiences, and MR party experiences, covering more than ten entertainment experience projects. The Beijing Wangfujing project will also specially feature dedicated celebrity activity venues and other business formats, creating a new entertainment consumption scenario that integrates immersive experiences, IP consumption, and content distribution.
Distinguished from traditional theme parks, iQiyi Park is a new type of theme park that is more compact, highly interactive, and rapidly iterative. "Mainly through cutting-edge technologies such as virtual reality and artificial intelligence, combined with content IP and creativity, we reduce the physical space and capital investment needed to deliver emotional value, allowing for faster project update cycles," said Gong Yu, founder and CEO of iQiyi Inc. He stated that the development of the film and television industry is closely related to technological innovation, and artificial intelligence is undoubtedly the greatest driving force for the future and the industry's biggest variable.
It was introduced that before the park's implementation, iQiyi Inc. had continuously explored providing users with "technology + IP" immersive entertainment experiences through immersive theater projects, and expanded to combine "technology + local cultural IP" in 2024. To date, iQiyi Inc. has developed and launched immersive theater projects including "The Wind Blows from Luoyang," "Love Between Fairy and Devil," "Strange Tales of Tang Dynasty: Journey to the West," "Long March: Four Crossings of Chishui River," and "The Great Wall," which have received favorable market reviews. Currently, there are nearly 60 operating stores covering more than 30 cities nationwide.
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