Hello Kitty, born in 1974, is a star cartoon image produced by Sanrio Company. HelloKitty was just a brand logo. Although it was not promoted vigorously, it became popular. However, with the constant change of the market environment, HelloKitty is also facing the problem of life cycle, so a series of animated short films were launched in the 1990s, making HelloKitty a world-famous IP.
Now Hello Kitty is over 40 years old, but she is still loved by people all over the world, both adults and children. Relevant data show that in 20 19, HelloKitty's total revenue was about 80 billion, ranking second among the "50 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.
In this paper, through the comparative analysis of Hello Kitty Paradise in Japan, South Korea and China, we can see how IP theme parks can exert their IP value and enhance their vitality!
Sanrio Rainbow Park, located in Tama-ku, Tokyo, is an indoor theme park, which combines Sanrio's lovely cartoon stars, 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 has been 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 star families. Visitors can take photos and play.
There are many recreational facilities in the park, among which the most popular are Sanrio star family floating boats and melody trains. The whole journey of the drifting boat was wonderful. You will meet every character of the Sanrio family 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 souvenirs at the end.
Hellokitty's home is a classic display of heaven. There is a rose garden, a dresser, a bedroom and a tea room. In addition to taking pictures, these scenes can be experienced by yourself, such as lying in Katie's bed and feeling the treatment of the princess, or sitting in front of the dresser and painting a makeup like Katie's.
Hello Kitty dresses with different shapes have a magical fitting mirror under the light, which has an 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 Ms. Katie wearing a new suit every day and take photos with everyone.
Recently, the park has also added MR experience game equipment, Hello Kitty space shooting and Cinna Morol decorative coffee shop. Through MR equipment, visitors can immerse themselves in another world, experience shooting games or decorate their own cafes.
In addition to various amusement facilities, the biggest attraction of the park is the performances and activities staged by various theaters. Such as kabuki performance, float parade, 3D phantom light show by 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, so that the surrounding audience can't help shouting and cheering together. There is also a loving "dream light" glow stick for sale, which will change with the music lighting.
Sanrio theme restaurants and dessert cafes 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. Like coffee cups and pancakes.
There is a shopping area 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 launch many limited or cooperative funds from time to time, such as Barbie dolls with Sanrio elements.
Hellokitty Island in Jeju Island is a HELLO KITTY theme museum with the theme of "the happiest day trip in the world". It opened in February 20 13 in Seoguipu, and consists of a three-story pink building.
The large-scale exhibition space on the third floor is divided into three themes: dreaming of the happy time in the future, realizing the magical time of dreams, and sharing the healing time of dreams.
1 Floor has Kitty History Museum, Kitty House and Kitty School. On this floor, visitors can see all the photos of Katie since she was born, buy all kinds of lovely gifts from Katie, experience Katie's life in the original 1: 1, and experience various courses with Katie at her school. It is worth mentioning that the bed in Katie's bedroom can be experienced by lying on it.
Every weekend, the central square will hold a "dance" for Katie's family. Hello Kitty in a little dress will participate, and children can also participate.
The second floor is Katie's magical world. On this floor, there is a miracle road with the theme of starry sky, ocean and forest, 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 role corresponds to a corresponding interactive device. For example, in the miracle cave, visitors can stick their heads into the transparent cave and get a glimpse of the mysteries of the universe.
On Rainbow Road, you can see Katie Gallery, Katie and Daniel's wedding auditorium, Katie's small room and other scenes, and there are children's entertainment facilities such as trampoline and rock climbing in these scenes.
On the third floor is Hello Kitty's "Healing Space" composed of 3D cinema and outdoor "Roof Garden". Movies such as Hello Kitty's Adventure can be enjoyed in 3D cinemas. There are various sculptures of Katie's family in the roof garden with green lawn, where visitors can take photos as a souvenir.
Hello Kitty Island shows Hello Kitty's unique colorful culture, a series of rare Hello Kitty dolls and dreamy scene layout through original experience activities, which satisfies girls of all ages' yearning for Hello Kitty.
On March 29th, 20 19, the first indoor theme pavilion of Hello Kitty Shanghai Time Tour officially opened in Shanghai. With the theme of "Shanghai Beach", the theme pavilion is divided into three layers, which combines Shanghai beach culture with the family elements of Sanrio cartoon stars such as Hello Kitty in the background of modernization, 1980s and 1930s to create an indoor immersive experience theme pavilion with the unique charm of Shanghai urban culture.
The first floor is a modern magic capital. Cartoon scenes such as fashionable suitcases, kitty taking selfies in school uniforms, bus stops, buses waiting for cars, carousels, etc. depict Kitty's life in modern Shanghai.
In addition, there is a performance area on this floor, where singing and dancing performances with Shanghai characteristics are staged. It is said that there will be performances every day, and different stars will come here to take photos with you.
From the first floor to the second floor, you will have a fantastic visit, and then you will return to old Shanghai in the 1980s. There are various life scenes around Katie's day.
At 1986, kitty's home can see the old-fashioned switches, sewing machines, enamel bowls and hot water kettles from the 1980s. At my melody's home, you can see the small double-decker attic outside the window and bamboo poles to dry clothes.
On the way to school, you can see grandpa playing chess, old breakfast shops and grain and oil shops.
When I arrived at Katie's school, the doorman, playground, cultural and sports building and all kinds of classrooms were readily available. There is an interactive electronic screen on the playground. You can follow my melody to do broadcast gymnastics. 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 Pavilion is the highlight. In the yurt-like room, there is a huge ball curtain overhead, and visitors can lie on the couch and watch the starry sky show!
The third floor is the retro style of old Shanghai in the 1930s. Walking along the same road, the post office, cheongsam shop, watch shop, optical shop, pawnshop, teahouse and photo studio all reflect the lively scene of the street in those days! There are also 360 cars with tinkling light and shadow, and tourists can visit old Shanghai under the function of 4D!
In addition, a time city castle with a height of 14m was built in the park, which runs through three floors in the theme pavilion. It usually changes with the lights here, and a light show of Hello Kitty Castle will be staged at a certain time.
There are surrounding shops at the exit, taking all kinds of small things around Kitty as prototypes, and you can collect some customized surrounding areas in Shanghai as souvenirs.
Unfortunately, the experience facilities in the park are hardly open, the tinkling cars on the third floor are nowhere to be seen, and many empty counters are not arranged, perhaps because of the epidemic, or because the day we visited was a working day and we didn't feel the immersive experience.
There are two HELLO KITTY parks in Japan, except Sanrio Rainbow Park in Tokyo and Harmonyland in Oita Prefecture, Kyushu. Rainbow Paradise is an indoor paradise with various performances, and Harmony Paradise is an outdoor paradise with riding and shooting amusement facilities.
The buildings in the park are all built by 1: 1 picture books, among which Hellokitty's castle is naturally the protagonist, beautiful hall, colorful crystal lights, Hello kitty statues painted on the piano, photos of the Kitty family, fashionable dressing rooms, Kitty's pink boudoir and so on.
Kitty's chairs and beds 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 park is located on the hill. The park bus with the theme of Hello Kitty is responsible for the transportation and sightseeing in the park. The park bus station is also in the shape of a castle, and you will see many Kitty shapes along the way from the mountain square to the mountain park.
There are many rides in the park, such as Sanrio cartoon theme electric go-kart, strawberry cup, Ferris wheel with cute cartoon box, kitty train, Dumbo and so on. But most of them are suitable for children around 3 years old.
There are 4 or 5 game halls in the park, all with the theme of Kitty, which are suitable for older children and adults. For example, visitors can find a way to save kitty within a limited time according to the clues on the sculpture of kitty in the museum, and finally they can pay for a photo with Kitty, which is very memorable.
Another example is diy's exclusive kitty's game hall. From the infant state, visitors can help kitty grow up according to their own wishes under the doctor's explanation. There are barbershops, cooking workshops, universities and so on. In the hall, every scene is a game, and the growth path will be given according to your own choice. Finally, the doctor will give your exclusive kitty a suitable career path and print the results. With the results, you can go to the photo studio to scan and take a photo with your own Kitty.
In addition to recreational facilities, there are parades, concerts, HelloKitty laser light shows and other performances in the park every day, which greatly enriches the play experience. Of course, we should also sell limited Hello Kitty products and limited lunches.
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 going through the cave, you will see all the members of the Sanrio family. The dolls are exquisitely made, allowing visitors to truly enter the family reality in Sanrio. 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, and there will be big parties for all members of the Sanrio family.
Anji HelloKitty Paradise is the largest paradise with the theme of Hello Kitty in the world, and 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 corresponding theme figures. In the summer of 20 17, the park starts at 16 and ends at 2 1.
In these six areas, there are more than 20 amusement facilities, the most noteworthy of which is the colorful Ferris wheel in Friendship Square, which is the third in the world and the 1 in Asia. In addition to the fixed cockpit around, there is also a sliding cockpit 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's very cute.
Besides abundant amusement facilities, there are many theaters in the park. Explore the world with Hellokitty at the Angel Theater. At the star meeting, get close to the cartoon image; On the parade avenue, children are really happy in the parade of releasing floats; In the summer party, incorporate cheerful music and dance. In addition, there are performances in the park, such as dazzling dance competition, colorful acrobatics, warrior fight, water carnival party and so on.
There are surrounding shops and theme restaurants in each area of the park, and there are also many Japanese-limited goods in the surrounding commodity shops. Different styles of restaurants offer different styles of eastern and western food, and both restaurant styles and food plates contain HelloKitty elements.
There are two hotels around the park, Yinrun Jinjiang Castle Hotel and Yinrun Town Hotel. Among them, the architectural style of the castle hotel is European castle style, and the guest room on the first floor is Hellokitty theme area. The whole floor decoration style, room layout, and various objects all contain elements of hellokitty. The room is decorated with Hello kitty patterns from bedding, slippers, toiletries, paintings, even bottled water, coffee cups and paper towel barrels.
Hellokitty is the same theme, but from the introduction of each park, it can be clearly seen that Japanese and Korean parks do better in experience and details. Although the theme parks in China have got rid of the primitive stage of development, there is still much room for improvement in operational details.
1, optimize the traffic experience
The convenience of transportation to scenic spots is a key factor affecting people's travel. The transportation of the paradise should be continuously optimized, so that visitors can have a wonderful experience on the way to the scenic spot. Sanrio Rainbow Park has set up a hellokitty theme bus at the airport for the convenience of tourists coming by plane. The park also dreamily arranged a parking lot and a train station for the girls. Not only that, there are kitty sculptures and camera devices everywhere on the way to the park after getting off the bus, so that visitors can feel the atmosphere of hellokitty as soon as they get off the bus. Compared with hellokitty Paradise in Anji, it is remote, with no direct trains and buses, and the traffic is very inconvenient. The park has not been optimized in traffic, which leads to many comments on the traffic inconvenience.
Left: Sanrio Rainbow Paradise Railway Station, right: traffic map of Anji hellokitty Paradise.
2. Meet the needs of all kinds of people.
Obviously, the main customers of hellokitty theme park are parent-child families, female fans or couples, so it is necessary to set a scene suitable for children's experience, but the experience of parents and adults is equally important. There are outdoor amusement facilities suitable for children, game halls suitable for older children or adults, and rich special performances of Japan Harmony Park to meet the needs of all kinds of people.
3. Pay attention to the creation of amusement experience.
Tourism has long since ended the era of sightseeing, and people are more interested in the experience of travel. Japan's Sanrio Rainbow Park has been innovating in the paradise experience, such as the newly added MR experience facilities. Hellokitty in Jeju Island is famous for its original experience. Every exhibition site has made great efforts in interactive experience while sightseeing. Since its operation on 20 13, it is still highly sought after by fans.
4. Create the ultimate details and services.
IP theme parks have their own traffic, and ignoring the details will only make fans more disappointed. Take Xanadu theme catering as an example. Hellokitty Paradise restaurants in Japan and South Korea are all around the elements of hellokitty from the aspects of dining table, dining chair, restaurant layout, food modeling and food packaging, and they all have their own characteristics. The lunch box in Rainbow Paradise can be taken away. The food in Harmony Paradise corresponds to the model in the cooking room in the DIY game hall. The coffee and dessert in HELLO KITTY Island are more like works of art ... The table of Anji hellokitty Paradise Restaurant is only pasted with kitty drawing paper, and the food is only kitty-shaped rice, and some are just ordinary lunches, which is really rough.
5. Integrate into regional culture and create differentiation according to local conditions.