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The Universal Beijing Resort, operated by a major American entertainment company, is highlighting a selection of beloved Chinese intellectual properties as part of its upcoming “Universal Infinite Spring” event, launching tomorrow. Among the featured attractions is its first immersive and interactive restaurant, “Chang’an Banquet,” inspired by the popular animated film Chang’an.
This marks the first collaboration between the resort and a Chinese animated film, drawing on the rich cultural heritage depicted in Chang’an, produced by a well-known animation studio. The immersive experience is designed to transport visitors to the grandeur of the Tang Dynasty through detailed offline recreations.
Running until May 31, the event spotlights significant Chinese IPs, including the historic city of Chang’an and the popular open-world game Genshin Impact by a notable game developer, as part of an effort to attract more local visitors.
The “Chang’an Banquet” experience features renowned Tang poets like Li Bai, Du Fu, and Gao Shi. The dining event combines film dialogue, poetry recitations, live music, singing, dance, and martial arts performances, offering an engaging mix of entertainment, cuisine, and live storytelling.
A producer from a leading Chinese animation studio said, “We’ve been collaborating with Universal for some time. The key was choosing the right project, and we hope that our local works and IP can extend their influence and reach even further through these kinds of collaborations.”
From a business standpoint, the American brand has long focused on localization strategies. Starting with popular local heroes in Tencent’s renowned battle arena game, the resort has increasingly relied on domestic IPs to attract visitors.
A representative from the resort shared, “While I don’t speak Chinese, many of our team members are Chinese and trained professionally. We spent considerable time studying Tang Dynasty history and analyzing the storyline to ensure our recreations are authentic and true to the period.”
For the animation studio, success isn’t solely about box office figures but also about leveraging intellectual property to unlock additional commercial opportunities such as offline experiences and merchandise. The studio is also exploring international expansion.
“Works like Chang’an, which are deeply rooted in traditional culture, can face challenges overseas. However, we have reliable international partners. When creating offline experiences, it’s important to find the right format that resonates with local audiences,” the producer explained, emphasizing that this partnership with the resort is just the beginning of broader efforts.
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