In the run-up to Chinese New Year, Universal Beijing Resort officially kicked off its "Universal's Chinese New Year" seasonal event, inviting visitors to explore a fusion of international entertainment and traditional festivities from Jan 23 to March 3.

Under the theme "New Year, New You", the resort has transformed into a vibrant hub of celebration. The event encourages visitors to step out of their daily routines and immerse themselves in a "limitless world" where they can express themselves freely. Whether making wishes under "Universal's Wish Tree" or engaging with characters, the resort aims to offer a fresh perspective on how to celebrate the traditional holiday.

A centerpiece of the season is the upgraded "Universal's Chinese New Year Special Performance: Reunion!", a show that masterfully blends international intellectual property icons with local heritage. Beloved characters, including Po from Kung Fu Panda, the Minions, and King Julien from Madagascar, share the stage with traditional Chinese art forms.

Elements such as Sichuan opera face-changing, drum acrobatics, and Dao Ma Dan (female warriors in Peking Opera) are woven into modern choreography. Set against a backdrop of Chinese pavilions and lanterns, the performance creates a unique cultural dialogue that resonates with the festive spirit of family reunion.

Beyond the visual spectacle, the resort offers a culinary and retail journey. Universal New Year Plaza features traditional snacks like sugar-coated haws and mung bean cakes, evoking nostalgic flavors. Meanwhile, the new Kung Fu Panda merchandise collection, featuring horse-head hats and firecracker bubble machines, allows visitors to "wear" the festival.

The resort's success in blending culture and entertainment is part of a broader strategy to convert digital communities into park visitors. In addition to the festive events, the resort has been exploring cross-over collaborations with trendy IPs. Following a preliminary exploration with Honor of Kings in 2022, the resort teamed up with the phenomenon-level game Genshin Impact in 2025 to create a limited-time interactive themed restaurant.

By highly restoring the game world — from live performances and cuisine to puzzle-solving games — the collaboration accumulated over 45 million views on social media within three months. Data show that 89 percent of participants were Genshin Impact players, with a satisfaction rate of 98 percent.

Huang Huang, a researcher at the China Tourism Academy, noted that successful theme parks are shifting from venue operation to crowd operation. "By cultivating high-stickiness 'interest tribes' visitors gain a sense of identity. When fan communities with strong belonging participate together, the resort experience is elevated, forming a deeper cultural resonance," Huang said.

This immersive quality and attention to detail have also impressed international residents, offering them a window into the quality of modern Chinese consumption.

Danial Untevskiy, a Russian vlogger living in China, described his first visit to the resort during the festival as surreal. "It feels like stepping into a movie. The attention to detail — from the music and architecture to the quality of merchandise — is incredible," he said.

Untevskiy noted that this craftsmanship reflects his broader experience with "Made in China" products. "I use a Chinese phone and drive a Chinese car. You really have to experience and buy these products yourself to understand their quality," he added.

Fingal Grunbauer, a Dutch student in Shanghai, echoed this enthusiasm for China's unique shopping culture, highlighting the joy of purchasing manghe (blind boxes). "I relish the excitement of guessing the contents before opening them. This process brings the shared pleasure of the unknown to both myself and others," Grunbauer said.

With the resort also kicking off its fifth anniversary campaign, this year's Spring Festival celebration marks the beginning of a year filled with continuous surprises and cultural integration.