Online entertainment platform iQIYI announced on March 28 that it will develop a new theme park, iQIYI LAND, in Wuhan, its fourth theme park nationwide, as part of its broader expansion into Central China.

The park will be located in the Hanyangzao Cultural and Creative Industry Park and forms part of a broader urban renewal initiative. The project is expected to integrate the company's intellectual property (IP) resources with technology-driven immersive experiences, aiming to establish a new cultural and tourism landmark in the city.

Scheduled to open in 2027, the project is being developed in partnership with Wuhan Urban Construction Group. According to the company, the park will feature immersive theaters, stage performances, film- and television-themed photo spots, live character interactions, and social games, alongside cultural tourism offerings based on Wuhan's local heritage.

The development reflects a broader trend in China's cultural tourism sector where content-driven experiences and emotional engagement are gaining prominence.

"IP and technology are the accelerators of this transition," Gong Yu, founder and CEO of iQIYI, said. "Powered by technology, we will use IP as our core thread, delivering emotional value through dramas, animation, and variety shows online, and through theme parks and IP-based consumer products offline."

The Wuhan project builds on the company's earlier development in Yangzhou, East China's Jiangsu province, where iQIYI LAND opened in February this year. The Yangzhou park has received high user ratings on major Chinese review platforms, supported by offerings such as costume exhibitions and IP-themed events linked to popular dramas.

Additional iQIYI LAND projects are currently under construction in Beijing and Kaifeng of Henan province, and are expected to open later this year.