Universal Beijing Resort has launched its 2026 “Universal’s Chinese New Year” celebration, blending traditional culture with global entertainment. The seasonal event began in late January and will run until March 3, inviting visitors to experience a vibrant and immersive Spring Festival atmosphere.
Under the theme “New Year, New You,” the resort has transformed into a colorful celebration space. Red lanterns, festive decorations, and themed installations fill the park. Visitors can make wishes at the “Universal’s Wish Tree” and interact with popular characters. The event encourages guests to step away from daily routines and enjoy a creative and joyful holiday experience.
A highlight of the celebration is the upgraded “Universal’s Chinese New Year Special Performance: Reunion!” The show combines international entertainment icons with traditional Chinese art. Beloved characters such as Po from Kung Fu Panda, the Minions, and King Julien from Madagascar appear alongside performers showcasing Sichuan opera face-changing and drum acrobatics. In addition, Dao Ma Dan, the female warrior role in Peking Opera, adds a strong cultural touch. Together, these elements create a dynamic stage performance that reflects the spirit of family reunion.
Beyond performances, the resort offers festive food and shopping experiences. At Universal New Year Plaza, visitors can enjoy classic snacks such as sugar-coated haws and mung bean cakes. Meanwhile, themed merchandise inspired by Kung Fu Panda allows guests to take the celebration home.
The resort has also expanded cross-industry collaborations. After earlier partnerships with the game Honor of Kings, it teamed up with Genshin Impact in 2025 to launch a limited-time themed restaurant. The project recreated the game’s world through performances, cuisine, and interactive puzzles. Within three months, the collaboration attracted over 45 million social media views.
According to experts, theme parks are shifting from venue management to audience engagement. By building strong fan communities, parks enhance visitor loyalty and cultural identity.As the resort celebrates its fifth anniversary, this year’s Spring Festival events mark the start of continued innovation. The fusion of culture and entertainment highlights the growing confidence of China’s modern consumer market.
