Universal Beijing Resort unveils 'Genshin Impact,' 'Chang An' tie-ins

Universal Beijing Resort kicked off a spring campaign Friday featuring tie-ins with video game "Genshin Impact" and animated film "Chang An," as the theme park looks to draw visitors with limited-time experiences through May 31.

Performers entertain diners at "Chang'an Grand Feast: An Interactive Dining Experience" at Universal Beijing Resort in Beijing, March 18, 2026. [Photo courtesy of Universal Beijing Resort]

The two main highlights of "Universal Infinite Spring," announced at a March 18 event, are a themed restaurant inspired by "Chang An" and an immersive zone based on "Genshin Impact."

The restaurant, "Chang'an Grand Feast: An Interactive Dining Experience," marks the resort's first collaboration with a Chinese animated film, bringing the movie's Tang dynasty aesthetic to life through cuisine, thematic decor and live performances.

Reflecting on this collaboration, Song Yiyi, producer of Light Chaser Animation's "Chang An," said the partnership was a natural fit.

"We've always been thinking about how to bring an IP beyond the screen and let it take root," she said. "Theme parks offer the ideal conditions for visitors to participate deeply and transform from audience members into protagonists."

She noted that Universal Beijing Resort's track record of bringing beloved entertainment IPs into physical experiences — along with its world-class production capabilities — made it the natural choice to bring "Chang An" to life in a theme park setting.

John Rowe, associate creative director of entertainment at Universal Beijing Resort, explained that the team worked closely with Light Chaser to transform the Tang dynasty's splendor into what he called a "five-sense experience," integrating performances, interactions and themed cuisine.

Hu Yizhong, associate show director of entertainment at Universal Beijing Resort, noted that the film's precise portrayal of Tang dynasty culture guided every aspect — from design and costumes to dance movements and gestures.

"On this foundation, we present these cultural elements in a way that is both entertaining and artistically compelling, allowing audiences to naturally experience the beauty of Tang style through immersive engagement," he said.

Wang Haisong, director and executive chef of the resort, said the menu draws on Wuhan cuisine, home to the iconic Yellow Crane Tower, while tableware incorporating Tang dynasty court aesthetics doubles as props to help guests follow the story.

A performer poses at "Operation Bang Bang! A Festive Celebration - Genshin Impact Ludi Harpastum Interactive Zone" at Universal Beijing Resort in Beijing, March 18, 2026. [Photo courtesy of Universal Beijing Resort]

The "Genshin Impact" zone, "Operation Bang Bang! A Festive Celebration," builds on last year's popular "Genshin Impact" interactive restaurant. Visitors step into Mondstadt, a fictional city from the game, as "travelers" and interact with iconic characters. Mondstadt-themed cuisine, exclusive merchandise and themed face painting are also on offer.

The resort is also bringing back the Infinite Spring Dance Party, featuring Universal characters leading guests in a synchronized celebration. New seasonal offerings include Butterbeer Season in The Wizarding World of Harry Potter and Universal Pop performances with updated music and choreography.

Woody Woodpecker greets guests during the Infinite Spring Dance Party at Universal Beijing Resort in Beijing, March 18, 2026. [Photo courtesy of Universal Beijing Resort]

The resort said it will continue to offer innovative seasonal experiences and diverse IP content throughout the year. This year also marks Universal Beijing Resort's fifth anniversary, featuring nine major themed activities and a variety of exclusive experiences.