Navigating the Virtual Tang Realm: Development Trends of Strange Tales of the Tang Dynasty VR Large-Space Experience

Abstract
As the digital cultural tourism and immersive experience industry continues to expand, Location-Based Entertainment (LBE) VR large-space solutions have become a vital channel to convert online traffic of film and television IPs into offline consumption. Strange Tales of the Tang Dynasty: Westward Journey, an immersive VR large-space theater launched by iQIYI, draws on the massive fan base of the original drama series. Integrating live NPC performances, free-roaming large-space VR technology and multi-sensory environmental simulation, it delivers an immersive “live guide + virtual mystery investigation” experience. The project has been launched in shopping malls and cultural tourist attractions in Xi’an, Beijing, Zhangjiagang, Guang’an and other cities, emerging as a benchmark case for transforming domestic film and television IPs into offline VR offerings.
The industry is shifting from hardware competition to content competition, and from isolated store operations to systematic IP management. Based on the current operational status of the project, this paper analyzes its medium and long-term development trends from six dimensions: technological iteration, narrative design, business models, scenario expansion, cultural value and existing challenges. It also provides references for the digital immersive development of Chinese historical drama IPs. The full text contains approximately 3,000 Chinese characters.
I. Industry Background: VR Large-Space Entertainment Enters an Era of In-Depth IP Development, with a Window of Opportunity for Chinese-Style Themed Tracks
In recent years, consumption in immersive cultural tourism across China has kept growing. Tourists are no longer satisfied with superficial sightseeing and passive video viewing. Instead, they seek participatory, interactive and emotionally engaging on-site experiences. Growth of traditional escape rooms and live-action murder mystery games has gradually slowed down, constrained by homogenized themes and limited space renovation potential. Boasting free roaming, multiplayer collaboration, expansive virtual environments and unique virtual-physical integration capabilities, VR large-space entertainment has evolved into a core new format in cultural tourism.
In the early stage, most domestic VR large-space projects prioritized hardware over content. Many reused generic shooting and adventure templates lacking cohesive storylines, resulting in low customer retention and repurchase willingness. After the introduction of overseas models such as The Lost Pharaoh, the domestic market has recognized that well-known IPs with complete worldviews and established audiences are key to tackling homogenization and extending project lifecycles. Against this backdrop, major streaming platforms have accelerated the layout of offline IP derivatives. Drama series including A Record of a Mortal’s Journey to Immortality, Love Between Fairy and Devil and Strange Tales of the Tang Dynasty have successively launched immersive VR theaters.
With its mystery-investigation narratives, distinctive Tang Dynasty aesthetics and independent case storylines, Strange Tales of the Tang Dynasty has built a highly recognizable Chinese-style IP matrix. Sequels to the drama continue to enrich its worldview, providing constant story materials for offline VR experiences. Unlike horror escape rooms and sci-fi competitive VR projects, the series combines historical research, reasoning suspense and traditional Chinese legends, naturally appealing to cross-group audiences including family tourists, Chinese culture enthusiasts and mystery fans. The VR large-space adaptation breaks away from simple “viewing-only” modes, allowing visitors to participate in case investigations and solve mysteries alongside Su Wuming and Lu Lingfeng. It transforms audiences from onlookers into protagonists, opening a new path for revenue generation of film and television IPs.
Currently, VR hardware is becoming increasingly lightweight, while cloud rendering and spatial tracking technologies keep maturing. Supported by local cultural tourism policies encouraging immersive digital venues, favorable external conditions are created for the nationwide expansion and content iteration of the Strange Tales of the Tang Dynasty VR large-space project. Nevertheless, the project also faces common industry challenges including high investment costs, limited turnover rates, VR motion sickness and cyclical fluctuations of IP popularity. Sustainable breakthroughs in the future rely on multi-level innovations.
II. Technological Trends: Lightweight Hardware, Virtual-Physical Integration and AI Reshape the Foundation of Experiences
Technology serves as the underlying carrier of immersive experiences. Hardware and algorithm upgrades will continuously transform the form of the Strange Tales of the Tang Dynasty VR large-space experience over the coming years, demonstrating three clear directions.
First, VR headsets will become fully lightweight to greatly improve comfort during extended sessions. VR equipment used in current operations carries relatively heavy weight, causing head pressure after 30 minutes of continuous wear, and triggering motion sickness among sensitive users. With iterative upgrades of consumer-grade XR devices, lightweight headsets will gain wide adoption. Supported by improved foveated rendering, dynamic frame rate optimization and motion compensation algorithms, VR motion sickness will be effectively mitigated. Projects can further extend single-session durations and develop longer narrative chains, breaking the restriction of the current standard 30-minute gameplay. Meanwhile, mature wireless solutions will eliminate backpack-mounted hosts, enabling players to walk, run and interact freely within physical venues and enhancing the expressiveness of chase scenes and fantasy escape sequences.
Second, experiences will evolve from pure VR to MR mixed reality, erasing boundaries between virtual and physical worlds. The existing Strange Tales of the Tang Dynasty: Westward Journey adopts a segmented model: live NPC performances in pre-show areas are separated from independent VR spaces. The future upgrade direction lies in MR mixed reality. Physical ancient-style post stations and street props can be overlaid in real time with virtual monsters and fantasy illusions. Players no longer need to switch venues; virtual Chang’an anomalies and mythical creatures appear directly within real environments to achieve seamless virtual-physical transitions. Pilot MR derivative content has been tested at stores in Guangzhou, and this model is expected to be promoted nationwide to form a dual-content system: main VR investigation storylines paired with side MR puzzle-solving quests. It caters to visitors with different budgets and acceptance thresholds and lowers psychological barriers for first-time VR users.
Third, artificial intelligence will be deeply integrated into interactive narratives to replace fixed scripts. At present, gameplay, clue trigger sequences and processes remain largely linear for all visitors, forming predetermined storylines. Long-term operation reduces novelty for returning players and weakens repurchase motivation. Future AI-driven dynamic narrative systems will be introduced: players’ choices, order of inquiries and clue collection behaviors can influence branch plots, NPC dialogue and the appearance of fantasy scenes. Different visitors will uncover varied foreshadowing and hidden easter eggs in the same case. AI-powered virtual Su Wuming and Lu Lingfeng can respond to player inquiries in real time, breaking limits of pre-set lines. Dynamic narrative systems address the repurchase weakness of linear scripts and convert the project from a one-time check-in attraction into a repeatable investigation venue.
In addition, multi-sensory feedback systems will continue to advance. Existing wind effects, vibration and environmental audio will be expanded with olfactory simulation, recreating aromas of Tang Dynasty spices, damp ancient alleys and incense. Motion platforms and ground vibration devices will be linked to strengthen immersive sensations including river cruises, earthquake illusions and bird’s-eye views of Chang’an, building a fully sensory experience covering sight, sound, touch and smell.
III. Narrative Trends: IP Universe Construction, Modular Content Iteration and Exploration of Chinese Cultural Connotations
Content vitality determines the operational lifespan of VR large-space projects. Most offline IP projects rely on a single version of content for long-term operation, facing rapid passenger decline once popularity fades. For long-term development of the Strange Tales of the Tang Dynasty VR sector, the core strategy is to build continuously updated content ecosystems based on the original drama IP.
First, develop modular independent case stories to construct the Tang mystery universe. Current VR content centers on a primary mystery plot. In the future, standalone modular story packages can be developed based on classic unit cases from the drama, including Sweetberry Station, Yellow Plum Murder and Flower-Faced Demon. Operating venues do not require large-scale site renovations; they can launch brand-new cases simply by updating virtual scenes, interaction logic and physical clues. Operators can adopt a model of “core main storyline + paid side cases”. Returning visitors can unlock new investigation plots to generate secondary revenue. Modular content significantly reduces long-term R&D costs and resolves the pain point of traditional VR projects that “develop once and rely on outdated content permanently”.
Second, adopt layered narrative design to expand audience coverage. Current experiences lean toward suspense and thriller styles, targeting younger groups. Future content will launch multi-difficulty editions: the standard version retains supernatural suspense elements; family-friendly versions weaken frightening illusions and highlight Tang Dynasty folk customs and historical knowledge for family study tour groups; hardcore reasoning editions feature complex clues and multi-ending puzzles to attract murder mystery and reasoning enthusiasts. Layered narrative strategies adapt to diverse visitor groups including young shoppers in commercial complexes, family tourists at scenic spots and youth study tour groups, broadening profit channels.
On a deeper level, content creation will further balance entertainment value and cultural expression. Rooted in Tang Dynasty history, folk customs and traditional legends, Strange Tales of the Tang Dynasty VR experience pursues more than visual stimulation. It can embed knowledge clues about Tang official systems, urban life and traditional folklore. While solving cases, visitors subtly absorb Tang historical culture. The project holds potential to transform into a carrier for study tours and cultural popularization. Distinct from purely thrill-focused immersive attractions on the market, profound cultural connotations will create differentiated competitive advantages and facilitate cooperation with cultural tourist attractions and cultural venues across regions.
IV. Business Model Trends: Diversified Site Deployment, Integrated Formats and Building a Closed-Loop Full-Channel IP Consumption Ecosystem
Sustainable business models determine the scalability of the project. At present, Strange Tales of the Tang Dynasty VR stores are mainly located in shopping malls and cultural blocks, relying solely on ticket sales with relatively single revenue sources. In the future, business models will evolve toward diversified venue layouts and multi-stream income structures.
First, establish a three-tier deployment model: standard commercial stores, customized scenic spot stores and compact pop-up stores. Standard flagship stores covering 200–400 square meters are equipped with complete pre-show live areas, VR large-space zones and check-in lounges, deployed in core shopping malls of tier-1 and tier-2 cities. Customized scenic spot stores integrate local cultural features; for instance, Xi’an venues incorporate Chang’an historical elements while Luoyang locations adopt Heluo cultural adaptations with minor localized plot revisions to suit long-stay scenic tourists. Compact pop-up stores within 100 square meters simplify physical set designs for city exhibitions, cultural festivals and short-term mall activities. They rapidly expand brand exposure and lower site trial costs. The three-tier model balances stable profitability and market expansion speed, enabling penetration in tier-1/tier-2 cities and coverage of tier-3/tier-4 regions.
Second, revenue streams will expand from single admission tickets to diversified monetization. Tickets serve as basic short-term revenue. In the medium and long run, a complete derivative consumption chain will be developed: Hanfu rental and themed drinks before experiences, digital collectibles, physical merchandise and limited posters after sessions. Custom group packages for corporate team-building and mystery-themed events will be launched, alongside group pricing for school study tours. Meanwhile, online-offline linkage will be established: players completing VR investigations can unlock exclusive behind-the-scenes footage and virtual wallpapers of the original drama; fans of the series can obtain offline experience vouchers via online campaigns to drive sustained offline traffic.
Third, integrate cross-border formats to build composite cultural spaces. Some existing stores operate alongside bookstores and cultural and creative blocks, and this model will be further deepened. VR theaters will no longer function as independent entertainment facilities, but as components of comprehensive Chinese-style cultural complexes coexisting with ancient-style markets, intangible cultural heritage exhibitions, murder mystery games and themed displays. For example, in historical cultural districts, the Strange Tales of the Tang Dynasty VR large-space venue acts as a traffic hub that drives consumption of cultural merchandise and catering along the block. Site investors, IP holders and operators will adopt new revenue-sharing models to reduce rental pressure on single venues.
V. Scenario Expansion Trends: Breaking Pure Entertainment Boundaries and Entering Study Tours, Cultural Museums and Urban Public Cultural Venues
In the long run, the Strange Tales of the Tang Dynasty VR large-space project will not be confined to commercial entertainment. Its application boundaries will keep expanding to realize multi-scenario deployment integrating “entertainment, culture and education”.
First, normalized deployment in study tour and cultural tourism sectors. As demand grows for immersive youth study tours across China, VR projects with historical and cultural attributes gain favor. After content optimization and removal of frightening elements, a youth study tour edition can be developed, combining investigation tasks with Tang historical knowledge. It can serve as supporting facilities for museums and ancient city scenic spots. Compared with conventional sightseeing tours, VR experiences intuitively reconstruct Tang streets, government offices and urban life, creating digital history classrooms.
Second, in-depth cooperation with museums and historical cultural venues. Numerous Tang-themed museums and heritage parks in China lack modern interactive experiences. Custom lightweight VR versions exclusive to museums can be launched in the future. Based on authentic museum cultural relics, customized storylines enable visitors to explore legendary Tang tales behind artifacts after viewing physical exhibits. Static cultural relic displays will complement dynamic digital experiences, forming a digital upgrading solution for cultural venues.
Third, layout in new urban cultural spaces. Beyond shopping malls and scenic spots, libraries, cultural centers and cultural zones within urban complexes will become new destinations. Successful cases such as Xinhua Reading Pavilion at Xi’an Datang Everbright City prove that pairing Chinese-style VR experiences with cultural spaces attracts young audiences to public cultural venues. This aligns with local government initiatives to build landmark urban cultural sites and facilitates access to cultural industry support resources.
VI. Core Challenges and Sustainable Development Strategies
Beyond opportunities, the project faces multiple challenges that define its long-term growth ceiling.
First, cyclical risks of IP popularity. IP influence heavily depends on release cycles of new drama content. Without continuous sequels and derivative updates, passenger flow for offline experiences will gradually decline. Countermeasures include consistent development of the IP universe, sustained output of short-video derivatives, comics and offline events to maintain IP exposure and extend its lifecycle through continuous content supply.
Second, pressure of operating costs. Large-space VR projects bear high expenses including venue rent, equipment procurement and maintenance, and NPC labor. Single-session capacity is limited, creating a ceiling for turnover rates. Future solutions involve lowering R&D costs through modular content, cutting labor expenditure via standardized operation manuals and sharing venue costs with diversified revenue sources to improve space efficiency.
Third, intensifying market competition. A growing number of immersive Chinese-style projects lead to homogenized competition. Unique advantages including “authentic drama worldview + VR virtual-physical mystery investigation” must be continuously strengthened to build authorized IP barriers hard for competitors to replicate.
Fourth, user experience thresholds. Concerns about VR equipment and susceptibility to motion sickness limit audience scale. Lightweight MR experiences, progressive guidance processes and multi-tiered content design will lower barriers for mass audiences.
VII. Conclusion
The VR large-space adaptation of Strange Tales of the Tang Dynasty represents a vital direction for the digital transformation of Chinese film and television IPs. It is more than an offline entertainment product; it serves as a medium for traditional culture to spread innovatively via XR technology. Looking ahead, technological upgrades will realize lightweight hardware, MR virtual-physical integration and AI-powered dynamic narratives. Content teams will continuously launch modular case updates and delve deeper into Tang cultural connotations. Business models will establish multi-level store systems and build diversified revenue streams covering tickets, derivatives and group bookings. Application scenarios will expand beyond commercial entertainment to study tours, museums and public cultural spaces.
The immersive industry is exiting the phase of extensive expansion and entering an era of competition centered on content value. To achieve stable long-term development, the Strange Tales of the Tang Dynasty VR large-space project cannot merely rely on short-term IP popularity dividends. It must prioritize technology serving narrative design and entertainment carrying cultural value. Sustained experience iteration and refined commercial models are required to build a long-term operable offline IP ecosystem. Using Tang supernatural legends as the medium and VR large-space technology as the bridge, the project enables audiences to travel across millennia and participate in Tang mystery investigations. Within intertwined virtual and physical worlds, visitors experience the unique aesthetic charm of traditional Chinese culture, setting a sustainable industry benchmark for immersive digital development of Chinese-style IPs.