(Yicai) March 19 -- The Universal Beijing Resort, operated by US entertainment giant Universal, is showcasing a lineup of popular Chinese intellectual properties as part of its “Universal Infinite Spring” event that kicks off tomorrow, including its first immersive interactive restaurant, “Chang’an Banquet,” based on the animated hit movie Chang’an.

For the first time, the Universal Beijing Resort is teaming up a Chinese animated film, drawing on the rich traditional culture in the film Chang’an, produced by Light Chaser Animation Studios, to create an immersive offline experience inspired by the grandeur of the Tang Dynasty.

The “Universal Infinite Spring” event, which runs until May 31, highlights a number of Chinese IP including Chang'an and miHoYo's open-world game Genshin Impact, as the resort looks to boost its appeal to local visitors.

“Chang’an Banquet” features famous Tang poets such as Li Bai, Du Fu and Gao Shi. The dining experience blends dialogue from the film, poetry recitations, live music, singing and dancing, as well as martial arts performances to create a mixed business format that combines film IP, dining and live entertainment.

“We’ve been in touch with Universal for a while,” Song Yiyi, producer at Beijing-based Light Chaser, told Yicai. “The key to this collaboration was identifying the right project. We also hope that our local works and IP can expand their reach and influence through such projects.”

From a business perspective, Universal, which is an American brand, has long been pursuing localization strategies. Starting with earlier introductions of local heroes in Tencent Holding's epic battle arena game Honor of Kings, the Universal Beijing Resort has been relying on local IPs to attract more visitors.

“I don’t speak Chinese, but many of our cast and crew members are Chinese with professional training. We also spent a lot of time studying Tang Dynasty history and analyzing the film’s storyline to recreate the scenes in an authentic and faithful way,” said John Rowe, deputy director of entertainment creativity at the Universal Beijing Resort.

For Light Chaser, a film’s success is not just about box office results, it is also about unlocking more commercial value from the IP, such as offline experiences and merchandise. At the same time, the studio is also exploring opportunities to expand overseas.

“Works like Chang’an, which are deeply rooted in traditional culture, may face some barriers with overseas audiences. But we do have stable international partners. As for offline experiences, we’re open-minded. The key lies in finding the right format and fit, while taking into account the target audience in each market,” Song said, adding that the collaboration with Universal Beijing Resort is just the beginning.

Editor: Kim Taylor