The report of the 19th National Congress of the Communist Party of China pointed out that the principal contradiction in Chinese society has evolved into one between unbalanced and inadequate development and the people's ever-growing needs for a better life. As the foremost of the five happiness industries, the cultural tourism sector will be a key focus for future societal development. This launch fully reflected Blu-ray’s corporate wisdom in closely integrating the era’s developmental challenges with long-term strategic thinking.
On-site at the Blu-ray Culture Tourism Fruit Hero Theme World Product Launch
An Experience- and Interaction-Driven Launch Announces the Birth of a New Cultural Tourism Species
A series of cartoonish fruit characters such as the Ice Queen and the Durian King stole the spotlight at the Blu-ray “Fruit Hero Theme World” launch. Beneath these entirely original IP images lie children’s amusement parks filled with storylines and highly interactive features—such as the Rainforest Climbing Kingdom, Blizzard Bay Water World, Magic Flora & Fauna Forest, and Ice Age theme parks. By integrating rich educational content including physical training, survival skills, teamwork, and career role-play, these parks have become destinations where modern families can enjoy group entertainment and offer their children experiential learning across all age groups.
This product launch announced the arrival of a “new species” in the cultural tourism park industry—Blu-ray Culture Tourism. Dubbed a new species because it presents a disruptive innovation to the design, development, and operation models of traditional cultural tourism parks: it employs a fully original set of IP designs and a modular “assembly” product combination mechanism adaptable to regional characteristics, urban culture, and park size, specifically crafting family-friendly travel solutions for China’s second- and third-tier cities, breaking through the various limitations of past cultural tourism park development and operations.
The Blu-ray Culture Tourism Fruit Hero Theme World Officially Launched
Compared to other park brands, the Blu-ray Fruit Hero Theme World project features short development cycles, flexible site selection, low investment with fast returns, strong autonomy without reliance on foreign park brands, deep focus on the domestic market, and an extensive reach targeting second- and third-tier cities. It demonstrates clear brand value uniqueness within China’s cultural tourism industry.
These values have already been fully demonstrated in the operational Dujiangyan Fruit Hero Theme World project. On April 28, 2017, the first Fruit Hero Theme World under Blu-ray Culture Tourism officially opened in Dujiangyan. After eight months of preparation and just six months in operation, it attracted over 2 million visitors, more than 80% of whom were family consumer groups. Such highly efficient and precise audience attraction in a short period stands out in the current cultural tourism market.
Zhang Qiaolong, Vice Chairman and President of Blu-ray Development, Delivered a Speech
In addition to its unique brand value, the Blu-ray Fruit Hero Theme World also boasts distinct advantages. For instance, the products emphasize experience and interaction, cater to all age groups, and offer a wide range of entertainment. They cover the interactive needs of children aged 3, teenagers, young adults, and middle-aged individuals, with diverse and rich gameplay. For example, the Rainforest Climbing Kingdom is China’s most comprehensive parent-child climbing theme park; Blizzard Bay Water World is the country’s first indoor-outdoor combined snow-themed water park; the Magic Flora & Fauna Forest is an original Chinese magical animal and plant theme park; Volcano Adventure is China’s first volcano-themed exploration park; additionally, the Youth Corps is China’s first base for quality education, resilience training, and science education practical training, allowing children to learn through play in various scenarios, making it a favorite among consumer groups.
These few clusters are just the tip of the iceberg. In the Blu-ray Fruit Hero product library, there are a total of 18 major clusters, comprising 108 product modules, including the Whimsical Manor, Fantasy Oceanarium, AI Future World, and Tomb Raider Theme Park. In future Fruit Hero Theme World projects, even more product combinations will be introduced. That is to say, under the overarching “Fruit Hero” IP theme, the Fruit Hero Theme World developed by Blu-ray Culture Tourism will feature completely different product combinations across the country, no longer a one-size-fits-all children’s park.
Original IP, Education, Modularization: The “Blu-ray Culture Tourism Model” Behind the Fruit Hero Theme World
According to the development plan revealed at the launch, in 2018, Blu-ray Culture Tourism’s Fruit Hero Theme World plans to open multiple projects, achieving nationwide deployment. Behind this rapid expansion strategy is the well-considered “Blu-ray Culture Tourism Model,” with “Original IP, Education, and Modularization” as its three key pillars.
Original IP is a critical commercial value point of the “Blu-ray Culture Tourism Model.” Globally renowned and classic theme park projects are all built around distinctive IP images as their spiritual core, whereas the domestic field is still in its infancy. Based on this, Blu-ray Culture Tourism has created the beloved “Fruit Hero” IP image for children, endowing it with traits such as standing up for justice, saving the world, daring to be the first, and being positive and ambitious. This image is deeply integrated into every detail of the product, forming a uniquely national park brand. Zhang Qiang, President of Blu-ray Culture Tourism Group, stated at the launch: “Our original IP inspiration comes from refining and summarizing national and regional cultures. Since different regions across the country have their own signature fruits, the IP image is not fixed but is newly created under a unified theme according to the cultural characteristics and specialties of each city.” Such an IP system is both unified, ensuring recognition, and continuously enriched and developed as the Fruit Hero Theme World expands nationwide.
Zhang Qiang, President of Blu-ray Culture Tourism Group, Unveils the Fruit Hero Products
In the future, additional multi-industry chain values such as IP + Education and IP + Entertainment will also be extended from the original IP.
Education is the value point of the “Blu-ray Culture Tourism Model” that most directly resonates with parents. All entertainment and play activities in the Blu-ray Fruit Hero Theme World carry varying degrees of educational significance. The product design follows principles of physical fitness and intellectual stimulation, while the storyline settings aim to foster parent-child relationships and enhance a spirit of adventure and striving. This allows children to achieve dual improvement in physical and psychological qualities while enjoying the theme park, truly realizing the goal of learning through play.
Modularization is the core innovation of the Blu-ray Fruit Hero Theme World’s products, and it is the result of thorough commercial thinking during the product R&D phase. It includes 108 major entertainment and education modules such as climbing, animals, water play, adventure, and experiences. Each module is derived from lessons learned from world-class parks and then standardized for easy assembly, offering ready-to-use components. This means that the theme park development and operation model, which often requires hundreds of millions in investment, multiple rounds of site selection, and high demands on project scale and urban influence, is completely transformed by the Fruit Hero Theme World under Blu-ray Culture Tourism. Subsequently, the Fruit Hero Theme World selects appropriate modules to combine based on the characteristics, culture, and economic disparities of each city, following the principle of adapting to local conditions. This standardized modules + localized combination approach enables the Fruit Hero Theme World to efficiently begin operations while meeting the personalized market demands of local audiences. At the same time, the modular products are also easier to adjust during operation based on accumulated user data and insights.
“Coming for a Better Urban Life”—Blu-ray’s New Urban Operation Strategy
The report of the 19th National Congress of the Communist Party of China pointed out that the principal contradiction in Chinese society has evolved into one between unbalanced and inadequate development and the people's ever-growing needs for a better life. Numerous emerging first-tier, second-tier, and third-tier cities are at the heart of this contradiction—where cultural and spiritual life is relatively monotonous, and large-scale cultural tourism hardware support is lacking. Therefore, the Blu-ray Fruit Hero Theme World has put forward a bold positioning: a theme park cluster for family happiness, coming for a better urban life.
From the main module composition of the Fruit Hero Theme World unveiled at the event and the depiction of customer usage scenarios, it is not difficult to see that by refining shared urban cultural memories to form IP images that are both unified under the overarching “Fruit Hero” IP and uniquely characteristic of regional culture and urban resonance, and by offering family-oriented vacation experiences through parent-child interaction and group participation, modern families can bid farewell to the traditional sightseeing model. This is the conceptual impact that Blu-ray’s “New Cultural Tourism” brings to the entire industry and the source of its differentiated competitive advantage.
Zhang Qiang, President of Blu-ray Culture Tourism Group, Unveils the Fruit Hero Products
The “Coming for a Better Urban Life” proposed by the Blu-ray Culture Tourism Fruit Hero Theme World carries two meanings. First, it comes for the “people” in urban life, providing and enriching cultural and entertainment content to meet people’s spiritual consumption needs; second, it comes for the “city,” improving the large-scale entertainment infrastructure of rapidly developing emerging first-tier, second-tier, and third-tier cities, enhancing the city’s visual image and cultural tourism competitiveness. Of course, the Fruit Hero Theme World is not uniform—when landing in different cities, it will adapt its configuration according to the local history, culture, and lifestyle characteristics, highlighting each city’s unique charm and appeal.
In addition to the already launched Dujiangyan project, the Kunming project broke ground last month, and cities such as Jinan, Xi'an, and Yangzhou are also expected to follow. According to the expansion plan, Blu-ray will successively open and operate multiple Fruit Hero Theme Worlds over the next 3–5 years.
At the launch, Today’s Headlines and the China Tourism Academy Released China Cultural Tourism Big Data
Targeting emerging first-tier, second-tier, and third-tier cities and entering the market with the stance of providing cultural life infrastructure for cities is precisely a reflection of Blu-ray’s new urban operation strategy. Currently, the main competition in first-tier cities revolves around various cultural consumption carriers and products. Specifically, for the introduction of cultural tourism park brands, first-tier cities tend to favor internationally renowned foreign brands, while continuously increasing the total investment in these projects in pursuit of top-tier effects such as “the largest,” “the newest,” and “the tallest.” Competing in such cities for cultural tourism industry investments would significantly affect the speed of Blu-ray Culture Tourism’s urban expansion. Emerging first-tier, second-tier, and third-tier cities, on the other hand, still have a relatively long growth cycle surpassing that of first-tier cities in the process of urbanization—a crucial period when various cultural consumption demands urgently emerge and the need to upgrade basic cultural life infrastructure begins.
The Fruit Hero Theme World is not an isolated entity but is closely aligned with the direction of urban development, maintaining a high degree of synergy with the urban industrial formats planned by local governments, creating a synergistic development effect. The park can help urban new districts form a new urban “startup zone” with a solid popularity foundation and a low-carbon, environmentally friendly profile during development. This boosts the rapid improvement of supporting facilities through increased foot traffic, promotes rapid settlement of homebuyers and employment through a low-carbon, green environment, and forms a livable, workable, and enjoyable integrated urban-industrial development zone centered around the park. Ultimately, what Blu-ray Culture Tourism brings to the city is not just a park, but a cultural tourism cluster and a new urban center.
It can be said that capturing the new first-tier and second- and third-tier cities is synonymous with seizing the investment opportunity in the cultural and tourism industry, and finding the right path to evolve from product IP to brand IP and achieve economies of scale.
Zhang Qiaolong, President of Languang Development, delivered a speech.
In 2017 and in the coming years, Languang’s new focus and key challenge will undoubtedly be to make strides in the “cultural tourism” sector.
Currently, the new urbanization strategy calls for the advancement of five major happiness industries, especially cultural tourism, which ranks first. The real estate industry has developed to a stage where traditional single-format models can no longer meet the needs of urban development. As one of the earliest real estate developers, Languang Development—driven by long-term corporate growth needs and having established a dual-wheel drive development strategy of “Residential Languang + Life Languang”—designated cultural tourism as a new business segment in 2017.
It is reported that the Languang Cultural Tourism Group has been officially established, and the group’s organizational structure as well as the handover of overlapping existing businesses have been completed. This move signals that Languang Development has made cultural tourism an essential part of its “Residential Languang” development strategy. The launch event of the Fruit Heroes Theme World product is not only the official debut of the first Languang Cultural Tourism product line that has undergone the full cycle of investment, development, and operation and is ready for industrial expansion, but also represents the group’s fresh “roadmap” in response to the era’s call of “new times, new cities, new cultural tourism.” It clearly demonstrates Languang’s long-term strategy to enter the cultural tourism field as an urban operator.
The grand launch of the Fruit Heroes Theme World marks a new practice and solemn commitment by Languang Development to build a platform for better living. It is evident that Languang Development will gradually realize this vision of ideal living within the “Residential Languang” segment: the traditional development business will fully focus on the housing demands of the improving market, offering customers more high-quality residential products. Through the “Life Home” property service 9S system, Languang Jiabao Property’s Gold Steward will provide residents with considerate, high-quality property management services. Meanwhile, the group’s ongoing efforts in education, healthcare, and cultural tourism will offer customers and residents comprehensive, high-quality life-supporting services. At that point, Languang’s image as an urban supporting service provider and urban operator will become even more multi-dimensional and well-rounded.