Theme parks add immersive features to draw young visitors

Dressed as the protagonist Jia Baoyu from the classic Chinese novel A Dream of Red Mansions, performer Jiao Yang strolls through Beijing Happy Valley, greeting visitors with warm smiles, interacting with passersby, and pausing for selfies with park-goers.

Later, she changes into another costume to take on the role of the Chinese mythological Peach Blossom Fairy. Alongside other costumed dancers, she performs elegant dances to traditional music, drawing large crowds.

Formerly a professional dancer in Beijing Happy Valley's dance drama, she now works as an NPC (nonplayer character) performer.

In recent years, NPCs have become an increasingly popular feature in China's theme parks, attracting repeat visitors. They are often actors or performers who portray specific characters, converse with visitors, and deliver interactive experiences.

"Many young visitors don't come for the rides these days. Instead, they seek out interactions with NPCs and view us as emotional companions. The emotional bond is what truly matters," Jiao, 36, says.

"This job is never dull, and the atmosphere is relaxed. Emotional value goes both ways. I bring joy to visitors, and they give me positive energy in return," she says.

She recalls that when she performed onstage in the past, she was distant from the audience and had barely any interactions. "Now, I must talk and engage with visitors face-to-face. The shift has been enormous, and I've become more outgoing," she says.

Like her, many other NPCs take on various story-driven roles at the theme park, with diverse talents ranging from singing and dancing to magic acts. In daytime and nighttime parades, they board elaborately decorated floats and greet visitors who line up to shake hands and take selfies with them.

Visitors earn virtual currency by interacting with NPCs and can redeem the credits for gifts or discounts to the theme park's attractions.

Over the past two decades, Beijing Happy Valley has gradually evolved from a traditional theme park into an urban lifestyle destination with cultural experiences, leisure, entertainment, and premium consumption, meeting the diverse demands of local residents.

To mark its 20th-anniversary celebration at the end of July, the theme park launched the 99-meter-tall EyeJing Ferris Wheel in late June, which offers a 22-minute cloud-top viewing experience of the city's landmarks, including the CBD area. Among the 46 panoramic gondolas, 10 are specially themed, ideal for occasions such as birthday celebrations and romantic moments.

The Ferris wheel's lights come on gradually, painting a dazzling night skyline over Beijing along with the lighting at the newly opened Galaxy Plaza, where live bands perform throughout the summer music season.

"The wheel is driving the theme park to foster a new integrated model of performances, amusement and commerce. It has attracted more visitors to stay longer and experience more, while also injecting new growth momentum into Beijing's night economy. Meanwhile, consumption in catering, retail, performances, and other sectors in the theme park has increased simultaneously," says Dai A'yong, marketing manager of Beijing Happy Valley.

"We aim to create unique nighttime offerings, with our new landmarks serving as must-visit spots and NPCs putting on various performances. Leveraging light-and-shadow atmospheres and immersive experiences, we seek to retain visitors through emotional value, rather than relying purely on amusement rides," he says.

He adds that while families account for 65 percent of park-goers in summer and younger crowds 35 percent, nighttime sessions draw mostly young visitors.

To prolong visitors' nighttime stays, the theme park keeps amusement rides running after dark and has extended its hours to 10 pm. It stages multiple time-staggered performances to enrich nocturnal experiences, disperse crowds, and fill out the evening schedule.

"Besides our regular annual festivals, we refresh our performance lineup every two weeks to sustain audience appeal and deliver greater guest immersion. Rather than keeping visitors as passive onlookers, we want to place them in the role of protagonists to have fun and ensure a distinct experience at every visit," Dai says.

xulin@chinadaily.com.cn