Songcheng Performance Development Co. Ltd.

Overview:

Songcheng Performance (Songcheng) is a leading cultural show-based theme park developer in China that has a strong emphasis on live shows and performances.

The shows are focused on local folklore and cultural narrative through music, dance, and choreographed visuals.

The group has developed and is operating 10+ show-based theme parks in major tourism markets in China. Those parks feature anchor show venues, attractions, themed streets, and shopping areas with cultural characteristics of the Song Dynasty. Beyond the show-based parks, Songcheng operates an amusement park , an indoor children’s park, a water park, and a scenic resort in Zhejiang Province.

Since 2016, Songcheng has been exploring opportunities to become consultant and operators for park projects funded and built by other developers. Additionally, Songcheng has been shifting its strategy from developing stand-alone theme parks to building larger-scale, comprehensive cultural tourism resorts in tourism cities, scenic sights and urban locations.

In 2020, Songcheng started the testing to rebrand its park into “Songcheng Shows Kingdom” by adding different types of shows (immersive interactive shows, ballet, musical, drama, etc.) and nighttime activities, and offering different pricing options. The goal is to diversify its offerings and cater to a younger generation. The first few Songcheng parks transforming into Shows Kingdom are Xi’an, Hangzhou, and Shanghai parks. The group had also introduced a budget offering in 2020 by adding “Love-in” Series of shows with lower prices in its several markets including Sanya, Zhangjiajie and Lijiang to attract budget-sensitive customers and fit into tour groups’ schedules and budgets.

Key facts:

  • 10
    theme parks owned
  • 13
    theme parks operated

Market Locations

Multiple cities in China

Product Type

Show-based Theme Parks

Estimated Park Investment

USD 100 to 200+ million

Strategy

  • Develop comprehensive tourism resorts that integrate show venues, theme parks, water town, RDE and expo
  • Shifting to asset-light strategy focused on brand licensing and operating and management support, but without significant capital investments
  • Create additional shows and other original content to diversify its offerings and cater to a larger customer group

Theme Park Locations

Existing locations

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Existing Theme Parks

Green marker

Licensed Theme Parks

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Pipeline Projects

Current Theme Parks

Hangzhou Songcheng Shows Kingdom

  • Location

    Hangzhou, Zhejiang, China

  • Opening Year

    1996

  • Peak Price

    CNY 320

Sanya Romance Park

  • Location

    Sanya, Hainan, China

  • Opening Year

    2013

  • Peak Price

    CNY 300

Lijiang Romance Park

  • Location

    Lijiang, Yunan, China

  • Opening Year

    2014

  • Peak Price

    CNY 300

Jiuzhai Romance Park

  • Location

    Jiuzhaigou, Sichuan, China

  • Opening Year

    2014

  • Peak Price

    CNY 280

Tanhe Ancient City

  • Location

    Changsha, Hunan, China

  • Opening Year

    2017

  • Peak Price

    CNY 200

Guilin Romance Park

  • Location

    Guilin, Guangxi, China

  • Opening Year

    2018

  • Peak Price

    CNY 300

Mingyue Romance Park

  • Location

    Yichun, Jiangxi, China

  • Opening Year

    2018

  • Peak Price

    CNY 180

Hangzhou Paradise

  • Location

    Hangzhou, Zhejiang, China

  • Opening Year

    2008

  • Peak Price

    CNY 190

Crazy Appleland

  • Location

    Hangzhou, Zhejiang, China

  • Opening Year

    2012

  • Peak Price

    CNY 160

Zhangjiajie Romance Park

  • Location

    Zhangjiajie, Hunan, China

  • Opening Year

    2019

  • Peak Price

    CNY 280

Xi’an Songcheng Shows Kingdom

  • Location

    Xi’an, Shaanxi, China

  • Opening Year

    2019

  • Peak Price

    CNY 300

Huangdi Romance Park

  • Location

    Zhengzhou, Henan, China

  • Opening Year

    2020

  • Peak Price

    CNY 220

Shanghai Songcheng

  • Location

    Shanghai, China

  • Opening Year

    2021

  • Peak Price

    CNY 399

Notable Intellectual Property

New and pipeline projects