iQIYI, China’s top online entertainment platform, revealed plans to build iQIYI LAND in Wuhan, Hubei province, Central China. Located in the Hanyangzao Cultural and Creative Industry Park, this is the company’s inaugural project within an urban renewal effort, establishing iQIYI LAND as the city’s latest cultural and tourism landmark by blending proprietary IP with tech-enhanced immersive experiences. Scheduled for a 2027 opening, it marks iQIYI’s fourth theme park and the first in Central China, developed in collaboration with Wuhan Urban Construction Group. It will bring iQIYI’s most popular Chinese IPs to life via immersive theaters, immersive experiences, immersive stage shows, photo spots recreating iconic film-and-TV scenes, live character interactions, and social games, complemented by cultural tourism experiences centered on Wuhan’s local heritage. The outcome is a destination crafted not only to entertain but also to strengthen the emotional bonds that audiences already share with iQIYI’s content. This announcement signals a larger transformation in China’s cultural tourism sector, where content and emotional appeal are eclipsing traditional scenery and ticket revenue as the main attractions. “IP and technology are the drivers accelerating this transition,” said Gong YU, founder and CEO of iQIYI. Leveraging technology, we will harness IP as our central focus, providing emotional value online via dramas, animation, and variety shows, and offline through theme parks and IP-driven consumer products. Leveraging the Established Success of iQIYI LAND Yangzhou. Wuhan’s new iQIYI LAND builds upon the successful launch of iQIYI LAND Yangzhou, which debuted on February 8, 2026, and has garnered ratings exceeding 4.9 out of 5 on Dianping, Meituan, and Ctrip, thanks to its fusion of drama IP attractions and tech-driven immersive experiences.
