A new VR theater based on the IP of Taiwanese picture book artist Jimmy has become a popular destination, generating significant revenue not just from admissions but from a wider ecosystem of consumer spending. The mastermind behind this venture is Li Yuanyuan, a post-90s generation entrepreneur and President of Domain Harmony Group.
The theater, officially named the Jimmy Picture Book VR Theater, is described as the world's first application of a 5G-A VR large-space immersive theater. It breaks away from traditional "one-way output" models by focusing on "physical set construction + narrative immersion," allowing consumers to transition from being "observers" to "active participants." This innovative experience has strongly resonated with young people, making it a hot spot for weekend leisure and social gatherings.
Since its opening in November 2024, the theater has proven commercially successful, with total revenue from tickets, cultural creative products, and IP licensing exceeding 15 million yuan in its first year, achieving profitability.
The inspiration for the project came from Li Yuanyuan's personal experience. At age 13, she found solace in Jimmy's picture books during a lonely time after starting boarding school. Two decades later, recognizing the enduring emotional connection many share with the IP, she secured the licensing rights to bring the artwork to life. "Jimmy's work touches the heartstrings of a generation; it represents the youth of the 80s and 90s. What we provide is not just nostalgia, but emotional resonance and a form of healing," Li explained.
The experience involves walking through physically constructed scenes from the books, such as a running subway, before entering VR areas where participants engage with stories, like bidding farewell to a beloved pet in a fantastical setting. The emotional impact is notable, with many visitors reported to be moved to tears.
Initially, the project faced challenges due to the high cost of 5G-A VR technology and its premium ticket price of 128 yuan, which contrasted with cheaper but lower-quality VR experiences elsewhere. The team leveraged the inherent popularity of the Jimmy IP to build an initial customer base, relying on word-of-mouth recommendations driven by positive user experiences. "Customers are paying for emotional value. 90% of our visitors come because a friend recommended it. While most VR offerings focus on cultural museum logic, emotionally-driven narrative VR stories are rare, which is our differentiating strength," Li said.
The business model extends far beyond the theater itself. The chosen VR story, "My World is You," which features a young girl coping with the loss of her dog, naturally attracts pet owners. This has led to the development of a surrounding pet economy, including pet cafes, grooming services, social spaces, and veterinary clinics. The area also features other consumer offerings like children's art studios, aromatherapy experiences, and vinyl record shops.
Li Yuanyuan notes the spillover effect: for every 200 people who enter the VR theater, an estimated 500 engage in peripheral消费. Many visitors, such as parents waiting for children or companions, generate消费 outside the main attraction. This has driven up rents in the vicinity and enhanced the integration of cultural, commercial, and tourism消费 scenes.
For Li Yuanyuan, the venture is a passion-driven exploration of what she terms the "youth economy"—a concept she defines not by age, but by a psychological state and the pursuit of beautiful experiences. Her journey, from a personal emotional connection to identifying and expanding upon consumer needs, illustrates the potential of cultural消费 driven by shared resonance and the universal pursuit of a better life.