Play at the Peach Banquet in "Havoc in Heaven", explore the wonders of the Dragon Palace in "Nezha Conquers the Dragon King", use technology and wisdom to help the Monkey King obtain the golden hoop, and walk into "The Story of Avant-garde" to help Master Bayi pan for gold... The first immersive children's educational park in China with Shanghai Animation Film Studio's classic animation IP as its core - Shanghai Animation Film Studio's Bubble Rice Educational Park (hereinafter referred to as "the Park") officially opened on June 1, Children's Day, at Shanghai Global Harbor.
At the entrance of the Children's Day Shanghai Film Studio Bubble Rice Educational Park
The park is jointly produced by Shanghai Film Yuan Culture and Poppy. It covers an area of nearly 3,000 square meters and a play area of nearly 6,000 square meters. It integrates the character stories and aesthetic styles of Chinese classic animations such as Sun Wukong, Nezha, Black Cat Sheriff, Calabash Brothers, and Avanti into ten theme areas and more than 40 play scenes. Through the cross-border integration of classic animation IPs and technological and immersive consumption scenes, it continues to explore innovative paths for the integration of culture, tourism, commerce, sports and exhibitions.
Children interact deeply with classic IPs to discover their talents through fun and educational activities
"We hope that children can really walk into the park and play with their favorite IPs, rather than just watching." Hu Jiajing, founder of Popomi and general manager of Shanghai Yingmi Culture, introduced the features of this park.
Interaction is a concept that Shanghai Animation Film Studio's Bubble Rice Educational Park pays great attention to in its design. Through "IP scene activation + interactive narrative", the organic integration of IP and interactive space is achieved, making classic animation no longer just stories and characters on the screen, but an immersive play experience that can be participated in, perceived, and consumed.
The scene where Sun Wukong borrows the golden hoop from the East Sea
Entering the park, visitors seem to be in a fantasy animation world: a giant "golden hoop" stands in the center of the park, the clever and cute Monkey King is looking out in the clouds, and above the layers of auspicious clouds, the Lingxiao Palace, Nantianmen, alchemy furnace and other imaginative Chinese mythological wonders from "Havoc in Heaven" unfold in front of the children. As the exploration deepens, the children seem to be transformed into characters in the animation, and "fight" the four sea dragon kings on the water with Nezha.
In addition, in the "Havoc in Heaven" theme area, children can also find the golden hoop with the Monkey King through treasure hunting and creative handicrafts, and pick peaches in the "Peach Garden"; in the "Snow Child" theme area, they can "check up" the animated characters in the colorful cottage of the same style as the animation; they can also solve problems through unity, wisdom and courage like the "Calabash Brothers"; help Sheriff Black Cat clean the police car, and dig for technological treasures with Avanti, and enter the magnificent Dunhuang aesthetic world in "The Nine-Colored Deer"... In addition, the park uses theme performances, light and shadow shows and other forms to bring the story characters to the children, making the park an immersive animation world that integrates aesthetic experience, performance interaction, and emotional resonance.
Black Cat Sheriff theme area, children can help Black Cat Sheriff clean the police car
The "Three Monks" area provides fresh ingredients for parents and children. Under the guidance of the staff, the children become little chefs, do it themselves and have enough food and clothing; the "Magic Book" reading area provides many classic animation theme picture books for reading and rest, and listen to more childhood memories from parents one by one; the "Avanti" theme area uses "AI animation manufacturing" technology to turn children's wonderful ideas into animated videos instantly, realizing a closed loop of aesthetic education that combines education with entertainment.
Children transformed into "little fairies" are busy picking peaches for the "Peach Banquet"
Although the games are based on the plot, some of the games focus on physical fitness, some focus on logical thinking, thrilling projects require courage, teamwork requires coordination and cooperation, and little girls who love beauty can even spend a whole day in the doll clothing area dressing up their dolls. "Each child actually has his or her own talents. We hope that through our scene design, we can help parents discover what each child is good at in an entertaining and educational way." The park staff told the reporter from The Paper.
Inheriting the classics of Chinese comics and expanding new scenarios of integrated consumption
In the park, there are not only amusement projects, but also carefully rehearsed light shows and performances waiting for the audience to enjoy at night. "When parents bring their children to the park, these classic animations also become a bridge for memory and cultural communication between the older and younger generations," said Hu Jiajing.
The "East China Sea Dragon Palace" on the opening day
When parents born in the 1980s and 1990s share their familiar Chinese animation stories with their children and relive their childhood memories, these classic Chinese animation contents become the bond of parent-child emotional connection. Focusing on this market demand, Shanghai Animation Film Studio's Bubble Rice Educational Park adopts the integration model of "content + consumption + technology".
Li Zao, deputy general manager of Shanghai Film Group, general manager of Shanghai Film Yuan, and chairman of Shanghai Yingmi Culture, said: "We hope to use classic IP as a link to provide a rich scene experience for current parent-child communication, and promote the intergenerational inheritance of Chinese cultural genes in the works with the new temperament of the 'Chinese animation school'."
In the theme area of "Nezha Conquers the Dragon King", children can put on swimsuits and play in the water
"These IPs have always been my heroes in my heart. We have a sense of mission to have this opportunity to meet our classic Chinese IPs and contribute to their inheritance." Hu Jiajing said, "Through these classic animation characters that have accompanied Chinese children in their growth, Shanghai Animation Film Studio's Bubble Rice Educational Park is committed to creating a national-level animation IP park, allowing children to feel the charm of traditional culture while playing, and cultivate innovative thinking and a spirit of collaboration through interaction. This is not only about building an amusement park, but also about building a cultural bridge that connects the memories of generations."
The cute new form of Shanghai Animation Film Studio IP
It is reported that in the future, Shanghai Film and Popo Mi will further strengthen resource complementarity and collaborative innovation, and jointly explore new possibilities for Chinese classic animation IP in the fields of cultural tourism, commerce and sports exhibitions. Through Shanghai Film's IP full-link development and operation capabilities, we will deeply explore the cultural value of classic animations, and rely on Popo Mi's mature park operation experience to work together to create more innovative immersive experience scenes, transform more classic animation IPs into educational and entertaining experience projects, and let traditional culture enter the lives of contemporary children in a more vivid way.
