Every girl has a small public deed in her heart, and they all yearn for the fairy tale world, and Hello Kitty Paradise is the place to realize the girl's princess dream.

Hello Kitty, born in 1974, is a star cartoon image produced by Sanrio Company. At the beginning, HelloKitty was just a brand logo. Although it was not vigorously promoted, it became popular. However, with the constant change of market environment, HelloKitty is also facing the problem of life cycle, so in the 199s, a series of animated short films were launched, which made HelloKitty a world-famous IP.

Hello Kitty is over 4 years old now, but she is still loved by people all over the world, both adults and children. According to relevant data, in 219, HelloKitty's total revenue was about 8 billion, ranking second among the "5 most profitable IPs in the world". In this huge industrial chain, the most noteworthy is the paradise built around the world with the theme of Hello Kitty.

through the comparative analysis of Hello Kitty Paradise in Japan, South Korea and China, this paper looks at how IP theme parks can give full play to IP value and enhance their vitality!

Sanrio Rainbow Park, located in Tama, Tokyo, is an indoor theme park integrating lovely cartoon stars from Sanrio, especially the famous Hello Kitty. The whole park has completely implemented the theme of rainbow and girl from the inside out, and even the parking lot is covered with colorful mosaic tiles!

The entrance to the park is a small castle gate. After passing through it, you will see various cartoon sets, cartoon entertainment devices and family dolls of Sanrio stars, and visitors can take photos and play with them.

There are many recreational facilities in the park, among which the most popular ones are the Sanrio Star Family Floating Boat and Melody Train. The whole journey of the drifting boat is fantastic. Every character of the Sanrio family will be met along the way. Visitors can punch in and take photos with them. Photography services are provided in the park, and visitors can buy them as a souvenir at the end.

Hellokitty's home is the classic furnishings of the paradise. There is a rose garden, a dress tower, a bedroom and a tea room. Besides taking pictures, these scenes can be experienced by yourself, such as lying on Katie's bed and feeling the treatment of the princess, or sitting in front of the dresser and painting a makeup like Katie's.

under the Hello Kitty dress lighting with different shapes is a magical fitting mirror with interactive experience. This is an interesting dressing game. After the children choose their dresses, they stand in front of the mirror, and the mirror will show the shape of wearing a 3D dress, which is very interesting. When you leave the cabin, you will also see Lady Kitty, who wears a new suit every day, taking photos with everyone.

Recently, the park has also added MR experience game devices, Hello Kitty space shooting and Cinna Morol to decorate the coffee shop. With MR equipment, visitors can immerse themselves in another world to experience shooting games or decorate their own cafes.

apart from all kinds of amusement facilities, the biggest attraction of the park is the performances and activities staged in various theaters. Such as kabuki performance, float parade, 3D phantom light show with Kitty and Daniel, HelloKitty's "concert" and so on.

among them, HelloKitty's "concert" is the favorite of fans. At the concert, Kitty will stand in mid-air, with all the lights and music, exquisite modeling and touching performances, making the surrounding audience involuntarily shout and cheer together. There is also a loving "dream light" glow stick for sale, which will change with the music lighting.

The theme restaurant and dessert cafe in Sanrio are also highlights. According to different cartoon characters in Sanrio, the restaurant has its own decoration and color matching. There are many kinds of meals, and the lunch box of the children's set meal can be taken away after eating. Many themed coffee bars also embody the elements of Hello Kitty everywhere. Such as coffee cups and crepes.

There are shopping areas on each floor of the park, and the goods sold are different. The largest shopping area is in the lobby on the first floor, and the park will occasionally launch many limited or cooperative funds around, such as Barbie dolls with Sanrio elements.

HELLO KITTY ISLAND in Jeju Island is a Hellokitty theme museum with the theme of "the happiest day trip in the world". It opened in Seoguipu in December 213 and consists of a three-story pink building.

There are three major themes in the three-story large-scale exhibition space: dreaming of a happy time in the future, magical time to realize dreams, and healing time to share dreams.

There are Kitty History Museum, Kitty House and Kitty School on the first floor. On this floor, visitors can see all the photos of Katie since she was born, buy all kinds of cute gifts from Katie, experience Katie's life in the 1:1 original Katie House, and experience various courses with Katie at Katie School. It is worth mentioning that the bed in Katie's bedroom can be experienced by lying on it.

Every weekend, there will be a "dance" for Katie's family in the central square. Hello Kitty in a little dress will attend, and children can also participate.

the second floor is Katie's magical world. This floor has a miracle road with the theme of starry sky, sea and Woods, a rainbow road painted in various colors and a Hello Kitty Cafe where you can taste all kinds of Katie desserts and delicious food.

On the miracle road, Hello Kitty will be transformed into different characters, such as a constellation expert, an adventurer and 27 "world folk customs" Katie wearing traditional costumes from different countries. Each character corresponds to a corresponding interactive device. For example, in the miracle cave, visitors can put their heads into a transparent hole to get a glimpse of the mystery of the universe.

On Rainbow Road, you can see scenes such as Katie Gallery, Katie and Daniel's wedding auditorium, and Katie's small room, and there are children's entertainment facilities such as jumping on the bed and rock climbing in these scenes.

The third floor is a Hello Kitty "healing space" consisting of a 3D cinema and an outdoor "roof garden". Movies such as "Hello Kitty's Adventure" can be enjoyed in the 3D cinema. There are all kinds of sculptures of Katie's family in the roof garden with green lawn, where visitors can take pictures as a souvenir.

HELLO KITTY ISLAND shows Hello kitty's unique colorful culture, a series of rare kitty dolls and dreamy scene layout through original experience activities, which satisfies girls of all ages' longing for Kitty.

On March 29th, 219, the first indoor theme pavilion of Hello Kitty's time trip to Shanghai officially opened in Shanghai. With the theme of "Shanghai Beach", the theme pavilion is divided into three floors, which combines the Shanghai Beach culture with Sanrio cartoon star family elements such as Hello Kitty under the background of modernization, 198s and 193s, and creates an indoor immersive experience theme pavilion with unique charm of Shanghai urban culture.

The first floor is the magic capital of Modern Times. Cartoon scenes such as fashionable suitcases, kitty taking selfies in school uniforms, bus stops, buses waiting for a bus, merry-go-round and so on depict Kitty's life in modern Shanghai.

In addition, there is a performance area on this floor, where a song and dance show with Shanghai characteristics is staged. It is said that there will be performances every day, and different celebrities will come here to take photos with you.

From the first floor to the second floor, you will pass a dreamy just visiting, and then you will return to the old Shanghai in the 198s. There are various life scenes around Katie's day.

In kitty's home in 1986, you can see the old-fashioned switch, sewing machine, enamel bowl and hot water kettle in the 198s. In my melody's home, you can see a small double-decker attic and bamboo clothes drying poles outside the windows.

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

When we arrive at Katie's school, we have a guard, a playground, a cultural and sports building and all kinds of classrooms. There are interactive electronic screens on the playground, and you can do broadcast gymnastics with my melody. There are also some interactive games in the classroom for visitors to experience.

There are also small shops selling childhood toys and snacks in old Shanghai. In addition to studying, the Children's Palace, which cultivates hobbies, is also presented here. Among them, the Astrology Hall is the highlight. In the yurt-like room, there is a huge ball screen overhead, and visitors can lie on the lounge chair and watch the starry sky show!

The third floor is the retro style of old Shanghai in 193s. Walking along a road, the post office, cheongsam shop, watch shop, glasses shop, pawn shop, tea house, photo studio ... all the lively scenes in the streets in those days are reflected! There are also 36 light and shadow tinkling cars, in which tourists can take a tour of old Shanghai under the effect of 4D!

in addition, a 14-meter-high castle of Time City has been built in the park, which runs through three floors in the theme pavilion. It usually changes with the lights, and a light show of Hello Kitty Castle will be staged at a specific time.

At the exit, there are peripheral shops, with all kinds of small peripheral objects based on Kitty, and some limited customized peripheral areas in Shanghai that can be collected as souvenirs.

unfortunately, the experience facilities in the park are hardly open, the tinkling car on the third floor is not seen, and many empty counters are not arranged, perhaps because of the epidemic situation, or because the day of our visit is a working day, and we did not feel the immersive experience.

There are two HELLO KITTY Paradise in Japan, besides Sanrio Rainbow Paradise in Tokyo, and the other is Harmonyland in Oita Prefecture, Kyushu. Rainbow Paradise is an indoor paradise with various performances, while Harmony is an outdoor paradise with riding and shooting amusement facilities.

The buildings in the paradise are all built in the picture book at a scale of 1: 1, in which Hellokitty's castle is naturally the protagonist, the beautiful hall, colorful crystal lamps, the Hello Kitty statue painted on the piano, the photos of the Kitty family everywhere, the fashionable dressing room, Kitty's pink boudoir and so on are extremely dreamy.

Kitty's chair and bed in the castle can also be experienced, not just decorations. Kitty's kitchen and dining room also have Kitty's computer and TV for children to play with.

The main park of the amusement park is located on the mountain, and there is a Hello Kitty-themed park bus, which is responsible for the pick-up and sightseeing in the park. The park bus station is also castle-shaped, and you will see many Kitty-shaped objects along the way from the Yamashita Square to the mountain park.

There are many riding entertainment facilities in the park, such as electric go-kart with Sanrio cartoon theme, strawberry revolving cup, Ferris wheel with cute cartoon box, kitty train, Dumbo, etc., but most of them are suitable for children around 3 years old.

There are 4 or 5 game halls in the park, all with Kitty as the theme, which are suitable for older children and adults. For example, visitors can find a way to save kitty in a limited time according to the clues on kitty's sculpture in the museum, and finally they can pay for a photo with Kitty, which is very memorable.

For example, in the game hall dedicated to diy kitty, visitors can help kitty grow up according to their own wishes under the doctor's explanation. There are barbershops, cooking workshops, universities, etc. Every scene is a game, and the growth path will be given according to their own choice. Finally, the doctor will give you a suitable career path for your exclusive kitty, print the results, and take photos with the results in the photo studio for scanning and taking photos with Kitty made by themselves.

in addition to amusement facilities, there are various performances such as parades in costumes, concerts, HelloKitty laser lighting shows, etc. every day, which greatly enriches the play experience. Of course, it is also necessary to sell a limited number of Hello Kitty products and a limited lunch.

In addition, the square at the foot of Paradise Mountain is also a key amusement space. There are many game equipment for children to play in Yamashita Square, and the most worthwhile project is Hello Kitty cruise. After passing through the cave, you will see all the family members of the Sanrio family. The dolls are all exquisitely made, which allows visitors to truly enter the Sanrio family reality. The last paragraph is Hello Kitty, which is also the climax of the whole process. All kinds of Hello Kitty dolls and dolls will appear, as well as a large gathering of all members of the Sanrio family.

Anji HelloKitty Paradise is the world's largest paradise with the theme of Hello Kitty, which has been officially authorized by Sanrio Co., Ltd..

There are six theme amusement areas in the park, namely Friendship Square, Happy Harbor, Yinzhi Village, Elf Forest, Steam Kingdom and Hello Kitty Courtyard, and each area has a corresponding theme figure. In the summer of 217, the park started the summer night park from 16: pm to 21: pm.

There are more than 2 amusement facilities in these six areas, the most noteworthy of which is the colorful Ferris wheel in Friendship Square, which is the third slide ferris wheel in the world and the first in Asia. In addition to a fixed cockpit around it, there is a sliding cabin in the inner ring, which is a unique experience for friends who like excitement.

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