To create a pilgrimage destination for domestic IP brands, Bubble Mart City Park opens in Beijing today
The first immersive IP theme park in the trendy entertainment industry in China - Bubble Mart City Park officially opened in Chaoyang Park, Beijing today.
Check in and interact with celebrity IPs, snap up limited edition trendy toys, and experience special delicacies in a fairy tale atmosphere... On the first day of the park's opening, tourists who came specially to enter the park flocked to it, setting off a craze for fun.
Bubble Mart City Park is jointly built by Chaoyang Park, a subsidiary of Chaoyang Cultural Tourism Group, and Bubble Mart. As one of the Chaoyang Park urban renewal projects, the park covers an area of about 40,000 square meters, and its four core areas provide one-stop shopping needs for food, drink, entertainment and shopping.
At the entrance of the city park is the fantasy and colorful Bubble Street, which has many unique IP store interactive devices. You can see classic IP figures such as MOLLY, LABUBU, DIMOO, SKULLPANDA and PUCKY.
At the end of Bubble Street is the LABUBU Adventure Forest, where the THEMONSTERS family lives. The forest area inherits the original natural landscape of Chaoyang Park, and uses the story background of the IP image as the starting point to create many unique scenes such as the mysterious fishing village, the elf tree house, and the warrior tribe. Non-powered devices such as sand, bouncing clouds, slide combinations, forest play and small mazes allow visitors to enjoy a happy time.
To the east of the park is MOLLY's castle. The first floor of the castle is a collection of trendy toys and a MOLLY dollhouse, while the second and third floors are themed restaurants. On the basement floor of the castle, an immersive experience venue "Wish Journey" has been created around MOLLY's wishes, allowing the audience to experience the entire process of fashionable production up close.
To the south of the castle is the lakeside area. An elegant yacht, the Delicious Discovery, is moored on the lake. Visitors can enjoy exquisite desserts on the yacht.
Bubble Mart is a "small but sophisticated" light park, with a maximum daily passenger flow of about 2,500 people. According to reports, it is not a benchmark for large-scale parks such as Disney and Universal Studios, but a reference to Japan's Shiroi Koibito Chocolate Factory and Mitaka no Mori Ghibli Museum. Its unique style, rich shapes and relatively small investment may make it a model. It will become a good example for domestic content IP to create theme parks.
Hu Jian, general manager of Bubble Mart City Park, said, "Making the IP deeper and thicker and providing consumers with more opportunities to interact with the IP offline is the core purpose of Bubble Mart as a park."
After more than ten years of development, Bubble Mart has covered the entire industry chain of trendy toys and is building a comprehensive business framework including trendy toys, specialty stores, parks, games, film and television and other business forms. Integrating brand IP into the park, and through innovation and moderate extension of the IP image, brings richer cultural added value to the original IP.
“Every scene and every arrangement is full of fun, and it’s really surprising to have close contact with your favorite bubble star friends,” said a tourist.
