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Universal Lessons for Theme Parks

Caijing Magazine October 30, 2021

By NewsChina Updated Jan.1

Universal Beijing Resort, the largest theme park in the world, opened to the public in late September 2021 after seven years of construction, becoming the most popular attraction in Beijing during the Mid-Autumn Festival holiday in late September. The 35 billion yuan (US$5.4b) project, first proposed 20 years ago, is expected to attract about 12 million visitors annually, overshadowing that of most competing Chinese theme parks. The park features cultural icons such as Harry Potter, Transformers, Hello Kitty, and uses high-end digital technology to draw the crowds to Universal Beijing Resort. Chinese theme parks are galvanising efforts to effectively compete in the international arena, attracting sales by combining business with cultural icons to create memorable experiences and products that especially appeal to younger consumers.