China’s entertainment landscape is undergoing a radical transformation, and leading the charge is iQIYI, a streaming powerhouse known for captivating millions, especially Gen Z, with its original C-dramas and engaging variety shows like Become a Farmer. Now, the platform is taking its narrative off-screen and into the physical realm with its first-ever theme park, iQIYI LAND, set to open in Yangzhou on February 8, 2026.

This “next-generation indoor theme park” will be offering more of an immersive experience than just rides. Featuring seven themed zones, iQIYI LAND brings popular IPs to life through interactive light-and-shadow installations, live performances, and meticulously recreated sets. Visitors can expect personalized adventures, interacting with live characters, and uncovering branching storylines. Appointing the boy group Shigeqintian (十个勤天) from Become a Farmer as global ambassadors underscores the park’s deep connection to iQIYI’s content.

iQIYI‘s pivot to physical entertainment reflects a broader trend: the surging demand for experience-based tourism in China, with the theme park sector projected to hit RMB 110 billion by 2028. This move is a shrewd IP monetization strategy, blurring the lines between media, technology, and tourism. With Yangzhou as the first of three planned iQIYI LANDs, the company demonstrates strong confidence in expanding this innovative entertainment model, shaping the future of how Chinese audiences engage with their favorite stories.

So, the question remains: would you go to a theme park created by a popular streaming platform that lets you experience your favorite TV shows IRL?

Our answer: yes.

Cover image via Blooloop.