The 'play's the thing' in rise of immersive theater

Immersive theater is quickly becoming the new frontier for entertainment in China — especially among young people — with ancient guild halls, shopping malls and industrial warehouses transformed to transport audiences to "other worlds".

Unlike traditional performances, in which theatergoers are passive observers, the audience is an integral part of an immersive show, and everyone has a role to play.

In the summer of 2025 (from July to August), there were 126,300 commercial performances — including immersive ones — nationwide, a 4.18 percent increase compared with the summer of 2024, according to the China Association of Performing Arts. Box office revenue reached about 15 billion yuan ($2.11 billion), a year-on-year rise of 3.9 percent. Audience attendance hit 42.2 million, marking a 5.17 percent increase from the previous year.

The Hangover, an immersive stage production by Mahua FunAge, a leading Chinese comedy production company, sold out every performance this summer.

From the moment the audience members enter the venue named Hua Hua Land, in Beijing's Wangjing area, they become part of the action. There are no fixed seats and the audience members are free to roam, interact, and investigate the unfolding mystery from anywhere they like.

Actors move through the crowd, engaging with theatergoers in closeup exchanges. Every corner of the venue holds a clue, and every twist leads you deeper into the narrative.

"Stepping into the world of this immersive performance felt like being pulled into a thrilling escape room. The actors didn't just perform — they brought the story to life around us, making us part of the mystery," said one review by an audience member.

"With every clue we uncovered and every interaction with the cast, the line between audience and participant blurred, and I was completely immersed in the experience. It wasn't just a show — it was a journey I got to shape with my own hands."

Another audience member wrote: "From the moment we selected our teams to explore different paths, I knew this would be an extraordinary theater experience. The Hangover etched an unforgettable mark in my mind with its unique narrative charm and immersive stage design."

The reviewer added that "different rooms are not only pivotal scene transitions but also external expressions of the characters' psychological states".