Headline launch and project scale
On July 1, 2025, Suzhou Huayi Brothers Movie World officially opened the Nai Long (奶龙) full-scene immersive themed area - China's first large-scale theme zone built entirely around the Nai Long IP. The multi-phase project represents a near-RMB 100 million investment, covers roughly 30,000 m², and is being released in staged phases (Phase 1 debuted at May Day with the remainder opening this summer). The zone is designed specifically for family audiences and blends narrative sets, interactive play and light attractions across three main sub-areas.
Storyline, design and visitor experience
The Nai Long experience centers on a whimsical story: guests discover a mysterious dragon egg beneath Yangcheng Lake and join Nai Long, Xiao Qi, and Yangcheng's lake-spirits to protect magical energy. That narrative is woven into scenic walkthroughs, character meet-and-greets, hands-on creative workshops and gentle family attractions. The park emphasizes "play-to-learn" and "create-for-fun" activities - children can take part in art stations, small-stage performances, and maker-style crafts that produce physical keepsakes.
Design highlights include large, photogenic scenic sets, immersive audio-visual moments, and age-graded play nodes that permit multi-generation participation. By integrating the existing Movie Academy, Yangcheng Baby area and selective sections of the park's previous programming, Nai Long creates a continuous guest journey suited to families with toddlers through pre-teens.
Visitors can expect a mix of interactive installations, hands-on creative activities and gentle family attractions that emphasize participation: the park positions the Nai Long area as "play-to-learn, create-for-fun," letting children and parents both take part in storytelling and make keepsake creations during their visit. The project also integrates existing park zones (movie academy, Yangcheng baby area) to build an all-age guest journey.
Why the Nai Long model matters for the attractions industry
Nai Long is an instructive case for several trends shaping modern parks:
- Homegrown IP scale: Investing in local IP that resonates culturally reduces licensing costs and builds long-term merchandising value.
- Multi-phase rollout: Phased openings extend marketing momentum and allow operations to refine guest flow and staffing.
- Experience + education: "Play-to-learn" mechanics boost dwell time and encourage repeat visits from families seeking meaningful activities.
- Cross-sell & retention: Integrated creative workshops and collectible merchandise create multiple touchpoints for incremental revenue.
For park operators, Nai Long shows how a single strong IP can be used to restructure the guest itinerary - from arrival and daytime play to evening events and souvenir purchases.
Supplier opportunities - where vendors can add value
The Nai Long zone creates practical procurement and integration opportunities across hardware, merchandise and digital services. Key product fits include:
- Themed claw / prize machines (Nai Long editions). Branded excavator and giant crane units stocked with exclusive Nai Long plush and collectibles convert waiting time into revenue and reinforce IP recognition. (Placement: retail promenade, exit corridors.)
- Interactive photo booths & AR kiosks. Photo stations with Nai Long overlays, instant prints and social-share functions turn guest moments into organic marketing content and support digital loyalty programs.
- Gentle family rides & activity modules. Low-footprint kiddie rides and immersive motion-free pods keep the family loop moving without large capex.
- Merch and POS systems. Limited-edition collectibles, creator-workshop kits, and smart POS with inventory telemetry help manage high-volume souvenir sales.
