Every girl has a little princess living in her heart, and she aspires to the fairy tale world, and Hello Kitty Land is the place to realize the girl's princess dream.

Hello Kitty was born in 1974, is a star cartoon image produced by Sanrio. At the beginning of HelloKitty is just a brand logo, although there is no vigorous publicity, but the fire. However, along with the constant changes in the market environment, HelloKitty is also facing the problem of life cycle, so in the 1990s launched a series of animated shorts, so that HelloKitty has become a world-famous IP.

Now Hello Kitty has more than 40 years old, but is still loved by people all over the world, no matter adults or children. According to the relevant data, in 2019, HelloKitty's total income is about 80 billion dollars, which is listed in the second place of the "world's 50 most profitable IP". In this huge industry chain, the most noteworthy is the parks around the world built on the theme of Hello Kitty.

This article analyzes the comparison of Hello Kitty parks in Japan, South Korea, and China to see how IP theme parks can give full play to the value of IP and enhance their own vitality!

Sanrio Rainbow Land, located in Tama City, Tokyo, is an indoor theme park that combines the lovely Sanrio cartoon stars, especially the famous Hello Kitty. The theme of rainbows and girly girls is carried out inside and out, and even the parking lot is covered with colorful mosaic tiles!

The entrance to the park is a small castle gate, through which you'll find a variety of Sanrio star family cartoon sets, cartoon entertainment devices, and family dolls everywhere, which visitors can take photos with and interact with.

There are also a lot of entertainment facilities in the park, the most popular of which is the Sanrio star family floating boat and Melody train. The floating boat is fantastic, and along the way, you will meet every character of the Sanrio family, and visitors can take pictures with them, and the park provides photography services, which visitors can purchase as a souvenir at the end of the ride.

Hellokitty's home is the classic furnishings of the park, which features a rose garden, dress tower, bedroom, and tea room. In addition to taking photos, these scenes can be experienced in person, such as lying on Katie's bed to feel the princess treatment, or sitting in front of the dresser to draw a makeup just like Katie.

Below the lighted Hello Kitty dresses in various shapes and sizes is a magical fitting mirror that can be experienced interactively. It's a fun dress-up game where kids choose a dress and then stand in front of the mirror, which reveals a fun look in a 3D dress. When you leave the hut, you will also see Lady Kitty, who changes into a new set of clothes every day, taking pictures with you.

Recently, the park has also added MR experience game devices, Kitty Space Shooter and Cinna Morol Decoration Cafe. Visitors can put on the MR equipment and immerse themselves in another world to experience shooting games or decorate their own cafe.

In addition to the various rides, the park's biggest attractions are the shows and events that take place in the various theaters. There are Kabuki shows, float parades, a 3D light show featuring Kitty and Daniel, and a HelloKitty "concert".

Among them, HelloKitty's "concert" is a fan favorite. Concert, Kitty will be suspended in mid-air, all the lights and music with the exquisite modeling, moving performance, so that the surrounding audience can not help but shout and cheer together. The park also has a heart-shaped "Dream Light" glow sticks for sale, glow sticks will change with the music and lights.

The park's Sanrio-themed restaurant and dessert cafe are also highlights. The restaurant is divided according to the different animation characters of Sanrio, there are unique to the animation characters of the decoration and color scheme, meal variety is very much, the children's set lunch box can be taken away after eating. Hello Kitty's elements are also reflected in the many themed coffee bars. The coffee cups, crepes and so on.

Each floor of the park has a shopping area, selling different goods, the largest shopping area in the hall on the first floor, the park will also be launched from time to time a lot of limited or cooperation models peripheral, such as Sanrio elements of the cooperation models Barbie.

HELLO KITTY ISLAND in Jeju is a Hellokitty-themed museum with the theme of "The World's Happiest Day Out", which opened in December 2013 in Seogwipo and consists of a 3-story pink building.

The large 3-story exhibition space is divided into three main themes by floor: Happy Time for dreaming about the future, Magic Time for realizing dreams, and Healing Time for sharing dreams.

On the first floor, there is the Kitty History Pavilion, Kitty's House and Kitty's School. On this level visitors can see all the photos of Kitty since her birth, buy various gifts of Kitty's cute characters, experience Kitty's life in Kitty's House which is built 1:1 according to the original work, and experience various courses with Kitty in Kitty's School. It is worth mentioning that the bed in the bedroom of Katie's House can be experienced by lying on it.

Every weekend, the Central Plaza also hosts the Katie Family Ball, which is attended by Katie in her little dress, and children can also participate in it.

On the 2nd floor is Katie's Magical World. On this floor, there is the Miracle Road, which is themed on the starry sky, the sea and the woods, the Rainbow Road, which is painted in a variety of colors, and the Kitty Café, where you can enjoy a variety of Kitty desserts and delicacies.

On the Miracle Mile, Kitty takes on different roles, such as an astrologer, an adventurer, and 27 "world-ethnic" Kitties dressed in traditional costumes from different countries, each of which is accompanied by interactive installations, such as the Miracle Cave, where visitors can stick their heads through a transparent hole to get a peek at the wonders of the universe.

In the Rainbow Road you can see the Katie Gallery, Katie and Daniel's wedding auditorium, Katie's life in a small room and other scenes, and these scenes within the jumping bed, rock climbing and other children's entertainment facilities can be experienced.

On the third floor is Kitty's Healing Space, which consists of a 3D theater and an outdoor "rooftop garden", where you can enjoy movies such as Hello Kitty's Big Adventure. Hello Kitty's Big Adventure" and other movies can be enjoyed in the 3D theater. The rooftop garden with a green lawn has various sculptures of the Kitty family, and visitors can take photos to commemorate the event.

HELLO KITTY ISLAND showcases the unique and colorful culture of Kitty through original experience activities, a series of rare kitty dolls, and dreamy scenic settings to satisfy the longing of girls of all ages for kitty.

On March 29, 2019, the first domestic Hello Kitty Shanghai Tang Time Journey indoor theme hall was officially opened in Shanghai. The theme pavilion is divided into three floors with the theme of "Shanghai Tang", integrating the Shanghai Tang culture in the context of three different eras, namely the modernization, the 80s and the 30s, with elements of the Sanrio cartoon star family, such as Hello Kitty, to create an indoor immersive experience pavilion that is characterized by the charm of the urban culture of Shanghai Tang.

On the first floor is the Magic City of the Modern Era, with cartoon scenes such as fashionable suitcases, Kitty taking selfies in her school uniform, bus stops, buses waiting to depart, and carousels depicting Kitty's life in modern Shanghai.

There's also a performance area on this floor that puts on an extremely Shanghai-inspired song-and-dance show, which is said to happen every day, and different celebrity personalities come in to take photos with everyone.

From the first to the second floor, you'll pass through a dreamy time tunnel that takes you back to old Shanghai in the 80s. It's set up around a day in the life of Katie.

In 1986 kitty's home you can see the old electric switch, sewing machine, enamel bowl, hot water kettle of the 80s, and in Melody's home, you can see the small Shanghai double-storey attic and the bamboo drying poles set up outside the windows.

On the way to school, you can see old grandpas playing chess, old-fashioned breakfast stores, grain and oil stores.

When you arrive at Katie's school, there is a janitor, a playground, a physical education building, and all kinds of classrooms. The playground has an interactive electronic screen, you can follow Melody to do radio gymnastics, the classroom also has some interactive small games for visitors to experience.

There is also a kiosk in the park, selling toys and snacks from the old Shanghai days. And in addition to learning, the development of hobbies and interests of the Children's Palace is also presented here, in which the Star Museum is the main event, yurt-like room, overhead is a huge ball screen shadow screen, visitors can lie on a chaise longue to see the starry sky show!

The third floor is the 30's old Shanghai retro style, along a road past, the post office, cheongsam line, watch line, eyeglasses, pawnshops, teahouses, photo studio ...... the bustling scene of the streets of that era are reflected! There is also a 360 light shadow ding car, tourists can ride in it in 4D effect tour of old Shanghai!

In addition, the park also built a 14-meter-high Time City Castle, which runs through the three floors of the theme hall. This is a 14 meter high castle that runs through the 3 floors of the Theme Pavilion. It is usually illuminated with changing lights, and a Hello Kitty Castle light show is also staged at certain times.

At the exit is a peripheral store with a variety of Kitty-based peripheral knickknacks, as well as some limited Shanghai customized peripherals to collect as souvenirs.

Unfortunately, the park's experiential facilities were barely open, the Ding Ding car on the third floor was nowhere to be seen, and there were many empty counters that hadn't been set up, perhaps due to the outbreak of the epidemic or because the day of our visit was a weekday, and we didn't get to feel the immersive experience.

There are two HELLO KITTY parks in Japan, Sanrio Rainbow Land in Tokyo and Harmonyland in Oita Prefecture, Kyushu. Rainbow Land is an indoor park with various shows, while Harmonyland is an outdoor park with rides and shooters.

The architecture of the park is 1:1 from the picture book to build out, in which Hello Kitty's castle is naturally the protagonist, beautiful hall, colorful crystal lamps, piano lacquer Hellokitty statue, everywhere you can see the Kitty family photos, fashion change room, Kitty's pink boudoir and so on dreamy to the extreme.

Castle Kitty's chairs, beds can also be experienced, not just ornaments. Kitty's kitchen dining room, there are Kitty cat computers, TV for children to play.

The main park is located on the hill, there is a Hello Kitty themed bus, responsible for transportation and sightseeing in the park, the bus station is also a castle shape, and from the square below the hill to the park on the hill, along the way you will also see a lot of Kitty modeling things.

There are many rides in the park, such as the Sanrio cartoon image of the theme of electric go-karts, strawberry turn cups, containing cute cartoon image of the Ferris wheel, kitty train, Dumbo and so on, but most of them are suitable for children about 3 years old to play.

The park also has 4 or 5 game pavilions, all of which are Kitty-themed and suitable for older children and adults to experience. Such as save Kitty big battle escape room pavilion, visitors can be based on the clues on the pavilion kitty sculpture, in a limited time to find a way to rescue kitty, and finally you can pay and Kitty photo, very memorable value.

Another example of diy exclusive Kitty's game pavilion, from the baby state, visitors can help kitty grow according to their own wishes under the interpretation of Dr. Pavilion has a barber store, cooking workshop, university, etc., each scene is a game, the growth path will be in accordance with their own choices to give hints, and finally, Dr. Pavilion will give you the exclusive kitty suitable for career paths and will be The results will be printed, and you can take the results to the photo studio to scan and take a picture with your hand-built kitty.

In addition to the rides, the park has a dress-up parade every day, concerts, HelloKitty laser light show show and other performances, greatly enriching the play experience. Of course, the sale of limited Hello Kitty merchandise and limited lunches are also essential.

In addition, the plaza at the bottom of the hill is also a key play space. There are a lot of games and equipment for children to play in the plaza below the mountain, and the most worthwhile experience is the Hello Kitty boat ride, which goes through a cave to see all the members of the Sanrio family. The dolls are very exquisite work, allowing visitors to really walk into the Sanrio family reality, the last section is Hello Kitty, but also the climax of the whole process, a variety of Hello Kitty dolls and figurines will appear, as well as the entire Sanrio family collection.

Anji HelloKitty Land is the world's largest Hello Kitty-themed land, which is officially branded by Japan's Sanrio Co.

There are six themed play areas in the park, namely Friendship Square, Happy Harbor, Sonic Village, Elfin Forest, Steam Kingdom, and Kitty's Little Yard, each with a themed character counterpart.In the summer of 2017, the park launched its Summer Vacation Night Park, which runs from 16:00 p.m. to 21:00 p.m. in the evening.

In these six areas, there are more than twenty rides, the most noteworthy of which is the Colorful Ferris Wheel in Friendship Square, which is the third in the world and the first slide Ferris Wheel in Asia. In addition to a circle of fixed cockpits around the periphery, there are also sliding capsules in the inner circle, which is a unique experience for little ones who like excitement.

HelloKitty House is the most attractive building in the park besides the Ferris wheel, it is Katie's castle, which restores every scene of Katie's life, with HelloKitty's schoolbag, bed, dresser and so on, which is very cute.

In addition to the rich amusement facilities, the park also has a lot of theaters, in the Angel Theater, with Hellokitty together to explore the world; star meet and greet, and cartoon images close contact; parade Avenue, in the float parade procession to release the childlike happiness; summer party, into the cheerful music and dance. In addition, the park also has a dazzling dance contest, colorful acrobatics, warrior battle, water carnival party and other programs and performances.

Each area of the park has neighborhood stores and theme restaurants, and the neighborhood stores have a lot of limited Japanese goods. There are also restaurants with different styles of dining, offering both eastern and western style meals, with HelloKitty elements in the restaurant style and on the food plates.

There are two hotels around the park, Silver Run Jinjiang Castle Hotel and Silver Run Town Hotel. Among them, the castle hotel architectural style for the European style castle, there is a layer of guest rooms for Hellokitty theme area, the entire floor decoration style and guest room layout, each object contains elements of hellokitty, the room is from the bedding, slippers, toiletries, hanging paintings, and even to the bottled water, coffee cups, paper towel bucket, etc. are used to embellish the Hello kitty pattern.

The same is to Hellokitty as the theme, but from the introduction of each park can be clearly seen, Japan and South Korea's park in the experience, the details are better, although China's theme parks have been rid of the crude original development stage, but in the operation of the details there is still a lot of room for improvement.

1. Optimize the transportation experience

Whether or not the transportation to the scenic spot is convenient is a key factor affecting people's travel, and the park should optimize the transportation continuously, so that tourists can have the same good experience on the way to the scenic spot. Japan Sanrio Rainbow Paradise in the airport set up a hellokitty theme bus, easy to take the plane to come to the tourists, the park will also be the parking lot, the train station is arranged into a girl dream look, not only that, get off the road to the park is also full of kitty sculpture and photographic devices, so that tourists get off the car will be able to feel the atmosphere of hellokitty. Compared to Anji's hellokitty paradise, the location is remote without direct trains and buses, the traffic is very inconvenient, and the park in the traffic did not make optimization to improve, resulting in now still can see a lot of spit traffic inconvenience comments.

Left: Sanrio Rainbow Paradise train station, right: Anji hellokitty paradise traffic map

2, to meet the needs of all kinds of people

Obviously, the main groups of customers in hellokitty theme parks are parents and children's families, female fans or couples, and set up a scene suitable for children to experience. The main reason for this is the fact that it is so important to have a scene that is suitable for children's experience, but it is also important to have the experience of parents and adults. In Japan, Harmony Land has outdoor amusement facilities for children, game pavilions for older children or adults, and a wealth of specialty performances to meet the needs of all types of people.

3, focusing on the creation of play experience

Tourism industry has long ended the era of sightseeing, people are more in pursuit of travel in the process of the sense of experience. Japan's Sanrio Rainbow Paradise has been pushing the boundaries of the park experience, such as the recent addition of MR experience facilities, Jeju Island's hellokitty is known for its original experience, each exhibition scene in the sightseeing at the same time in the interactive experience up and down the efforts of the 2013 operation so far is still very much sought after by fans.

4, to create the ultimate details and services

IP theme parks are supposed to bring their own traffic, but if you ignore the details it will only make fans more disappointed. To the park's theme of food and beverage, for example, Japan, South Korea's hellokitty park restaurant from the table, dining chairs, restaurant layout to the meal modeling, meal packaging, etc. are around the elements of hellokitty to start, and each has its own unique features, rainbow paradise lunch box can be taken away, Harmony Paradise meals and DIY games Pavilion in the kitchen room model corresponds to, HELLO KITTY ISLAND coffee and desserts. HELLO KITTY ISLAND's coffee and desserts are like works of art. And Angel hellokitty paradise restaurant table is just paste the kitty drawing paper, meals are just rice made into a kitty shape, there are just ordinary lunch, really rough some.

5, into the regional culture, according to local conditions to create differentiation