Beijing, February 3 2021 - Universal Beijing Resort today announced the signing of an LOI partnership agreement with Tencent Interactive Entertainment Group (IEG). According to the agreement, the two parties will initiate a long-term partnership. Tencent’s gaming intellectual property (IP) beloved by younger generations, will be integrated into the new and exciting entertainment experience offered by Universal Beijing Resort. Both parties aim to explore presenting Chinese culture to younger generations in a vivid way.
With this partnership, Universal Beijing Resort will introduce Tencent Game’s most popular IP in future seasonal events, marking the first-ever integration of high-quality Chinese IP with world renowned theme park creativity. The IP, popular among new generation of Chinese consumers will make its debut in the seasonal activities of Universal Beijing Resort in 2022, to bring a comprehensive and immersive entertainment experience to all guests. In subsequent stages of the plan, the two parties will continue to select IP cooperation for additional seasonal events, and to jointly explore the possibility of launching offline E-sports activities, providing more exciting experiences to guests.
A seasonal event refers to a popular program conducted by Universal Parks & Resorts worldwide. In addition to the existing attractions and facilities in the park, Universal Beijing Resort seasonal activities will present refreshing “limited-time offer" experiences through digital interaction, stage performances, and themed food, beverage and retail options.
Wang Tayi, General Manager of Beijing International Resort Co., Ltd., said: “We are looking forward to seeing this cooperation set a new benchmark for the innovative development of the cultural tourism industry. Universal Beijing Resort and Tencent IEG will feature multi-dimensional, cross-sector integration in gaming, E-sports, entertainment, technology and other fields, exploring new possibilities, while continuously expanding industry boundaries. Through creating new vacation experiences and developing a new landmark for Beijing’s cultural tourism industry, we can promote the upgrading of cultural consumption, and inject new vitality and momentum into overall economic growth.”
Tom Mehrmann, General Manager of Beijing International Resort Co., Ltd. Theme Park and Resort Management Branch, said: “We are very happy to join hands with Tencent IEG in introducing popular IP among Chinese consumers into Universal Beijing Resort’s seasonal events in the future, and that will add to the entertainment experience we are offering to our guests. We are committed to continuously expanding our partnership across industries in China, creating innovative theme park experiences for more Chinese guests and supporting the high-quality development of China’s cultural tourism industry. By introducing popular, high-quality Chinese IP, backed by Universal Beijing Resort’s leading creative and operation experience, we will continue to bring incredible guest experience that keep pace with the times.”
Ma Xiaoyi, Tencent Senior Vice President is full of expectations for the innovation on user experience and cultural tourism industry brought by the cooperation between the two parties, he said: “Universal Beijing Resort features outstanding IP development and operation capabilities, and has already gathered a large number of excellent world-famous IPs. Tencent’s gaming IP will be officially integrated into the seasonal events of Universal Beijing Resort. And in the near future, we will see cultural elements of E-sports in the diverse entertainment scenarios of the resort. We believe that this collaboration can create emotion that extends from online to offline, and a richer and more immersive customer experience. Special thanks to the Beijing municipal government for the strong support of this cooperation. The innovative cooperation between the two parties will not only contribute to the development of Universal Beijing Resort as a new cultural tourism landmark of Beijing, but also allow for the exploration of more possibilities from “digital IP + cultural tourism” perspective!”
Universal Beijing Resort is a widely anticipated theme park destination that will feature the Universal Studios Beijing theme park, the Universal CityWalk Beijing retail, dining and entertainment complex and two hotels. The hotels include The Universal Studios Grand Hotel, the first-ever Universal-themed resort hotel, and the first NUO-branded resort hotel from Beijing Tourism Group. The Universal Studios Beijing theme park will feature seven highly themed and immersive lands that include several all-new attractions along with the selected Universal rides, shows and attractions from around the world – plus specially created experiences designed to reflect China's cultural heritage.
About Universal Beijing Resort
Universal Beijing Resort is a widely anticipated theme park destination that will feature the Universal Studios Beijing theme park, the Universal CityWalk Beijing retail, dining and entertainment complex and two hotels. The hotels include The Universal Studios Grand Hotel, the first-ever Universal-themed resort hotel, and the first NUO-branded resort hotel from Beijing Tourism Group. The Universal Studios Beijing theme park will feature seven highly themed and immersive lands that include several all-new attractions along with the selected Universal rides, shows and attractions from around the world – plus specially created experiences designed to reflect China's cultural heritage.
Universal Beijing Resort is developed, constructed and operated by Beijing International Resort Co., Ltd., a joint venture that is 70 percent owned by Beijing Shouhuan Cultural Tourism Investment Co., Ltd., and 30 percent owned by Universal Parks & Resorts, a business unit of Comcast NBCUniversal.
Beijing Shouhuan Cultural Tourism Investment Company, Ltd. (BSH Investment) was founded to support the investment of Universal Beijing Resort. Under the guideline to, “drive the development of an industry and a region with a project,” BSH Investment and Universal Parks & Resorts will jointly invest in Universal Beijing Resort with extraordinary design, technology, creativity and environmental protection. Beijing Tourism Group was founded in 1998 and has become a top tourism services company. It is among China’s top 500 companies and among China’s top ten tourism groups. Headquartered in Beijing, the Group’s six
sectors include catering, staying, transporting, traveling, shopping, recreating – with businesses including catering, hotels, transportation, travel agency services, retail and more. Beijing Shouhuan Cultural Tourism Investment Company is a holding company of Beijing Tourism Group.
