Three-Body Universe, the intellectual property holder and operator of China's hit sci-fi franchise "The Three-Body Problem," unveiled its latest entertainment innovations and expansion plans at the 2025 China Science Fiction Convention (CSFC 2025) in Beijing on March 30.

Liu Chun, vice president of Three-Body Universe, outlined a three-phase plan for "The Three-Body Problem" experiences at a sci-fi industry investment and financing event on March 30.

The first phase, he explained, involved licensing and self-produced content. The current second phase employs a hybrid approach that combines licensing with self-operation, promoting ecosystem co-creation through immersive experiences that evoke fan engagement and empathy.

China's immersive entertainment market has expanded rapidly since 2018. By 2023, the sector had grown to include about 32,000 projects nationwide, creating nearly 928,000 jobs. The market size reached about 92.7 billion yuan ($13 billion), with a total output of around 193.3 billion yuan, marking a 31% annual growth rate. Liu projects that output for 2024 will surpass 240 billion yuan.

Today, consumers prefer to "live" stories instead of just watching them, Liu noted. This shift has fueled demand for experiences like murder mystery games, escape rooms, immersive theater, and virtual reality and augmented reality technologies.

"Sci-fi, with its limitless imaginative potential in depicting future worlds, time, dimensions, technology and philosophy, aligns perfectly with user demands and market expectations," he said.

Liu Cixin's Hugo Award-winning novel trilogy, "The Three-Body Problem," is China's bestselling sci-fi work, with about 40 million copies sold worldwide. The trilogy's success has spawned numerous adaptations across multiple industries and inspired a wide range of merchandise.

In recent years, Three-Body Universe has leveraged the "Three-Body" IP to collaborate with the live entertainment, cultural and tourism sectors. It has launched several high-quality projects, including the Chinese stage drama "The Three-Body Problem," which has had over 100 performances in 25 cities, drawing 200,000 attendees and earning 100 million yuan in ticket sales. Another project is the immersive sci-fi experience "The Three-Body Problem: Beyond Gravity," which has a rating of 9.3 out of 10 on major domestic ticketing platforms. Additionally, "Exploring the Three-Body Problem" at Shanghai's Madame Tussauds has attracted 150,000 visitors since its opening in June 2024.

As the company expanded its offerings, it began developing original content. In 2024, it introduced "Three-Body: Expedition," a virtual reality interactive story that attracted over 40,000 users in its first month and maintained a 90% approval rating.

With advancements in cutting-edge interactive technologies such as VR and AI, Liu noted that sci-fi experiences now focus on emotional resonance, deep engagement, and social value rather than just visual spectacle. This shift transforms users from passive consumers into active co-creators, raising industry standards and expectations for developers and operators. In response, the company moved into Phase 2.0 and developed an integrated business model.

Last year, the first integrated sci-fi destination, the Three-Body: Four-Dimensional Space Sci-Fi Experience Center, was launched in Chengdu, Sichuan province. This center combines immersive exhibits, themed dining, VR experiences and retail, becoming both a hub for fans and a cultural landmark.

Another immersive sci-fi experience venue, "Three-Body: Space-Time Wander," opened in Suzhou, Jiangsu province, on March 25, just before CSFC 2025. The facility boasts 20 cutting-edge attractions, including shooting games and motion simulators, along with a futuristic merchandise store, space-themed café and bookstore to complete the immersive experience. As of now, ticket sales have already exceeded 3 million yuan.

Liu also announced plans to co-create a Three-Body themed entertainment center in Shanghai's Fengxian district this year. The company will also open another Three-Body themed center in Beijing, expanding on the "Three-Body: Expedition" experience with cutting-edge technologies such as real-time rendering, immersive VR, motion capture, and ultra-HD wireless transmission to bring the Three-Body world to life.

He revealed that the experience center will continually update its offerings, using digital technologies to elevate cultural tourism experiences and advance digital visual arts and science popularization. Liu emphasized that Three-Body Universe remains committed to promoting Chinese sci-fi globally. "With Chinese IP and cutting-edge technology, we share China's vision with the world," he said.

Liu expressed enthusiasm about future plans, which will include proposals for a Three-Body theme park. "With support from expanded film and TV productions, publishing, offline entertainment experiences, and merchandise, our ultimate goal is to enter Phase 3.0 — elevating China's sci-fi content and entertainment integration to new heights," he said.

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