On May 5, 2025, the 137th China Import and Export Commodities Fair (Canton Fair) concluded successfully in Guangzhou. As a crucial platform for global trade, the third phase (May 1 - 5) of this year's Canton Fair was themed "A Better Life," focusing on consumer goods sectors such as toys, maternal and child products. Among the exhibits, the "Journey to the West Mythology"-themed combined slide presented by Huadong Amusement Equipment stood out as a benchmark product for "immersive amusement" at the fair, thanks to its cultural empowerment and technological innovation. It attracted in-depth negotiations with over 300 groups of international buyers.
I. Cultural Empowerment: Cross-border Integration of the Journey to the West IP and Amusement Equipment
The "Journey to the West Mythology"-themed combined slide showcased by Huadong Amusement Equipment this time takes inspiration from the Chinese classical masterpiece Journey to the West, integrating iconic scenes such as "Flower and Fruit Mountain," "Water Curtain Cave," and "Spider Web Cave" into the slide's design. The main structure of the slide is crafted from eco-friendly, high-strength fiberglass-reinforced plastic, with its surface adorned in 3D stereoscopic painted graphics that vividly depict characters like "the Great Sage Equaling Heaven (Sun Wukong)" and "Zhu Bajie." Paired with LED light strips and a mist-spraying system, it creates a fantastical effect of "soaring through clouds and mists."
"We've customized an 'Arabian Nights'-themed slide for Middle Eastern clients and designed a 'Tropical Rainforest' version for Southeast Asian customers, but the 'Journey to the West Mythology' series represents a universally recognized cultural symbol," stated the overseas market director of Huadong Amusement Equipment. He further mentioned that the product has passed the EU's CE certification and ASTM standard testing in the United States. Its modular design allows for free combination, making it suitable for a variety of settings, including community parks, shopping malls, kindergartens, and more."
II. Market Response: Orders from the Middle East and Southeast Asia Account for Over 60%
Huadong Amusement Equipment's booth, located in the third phase of the Canton Fair, was designed with the theme of "Fairyland of Journey to the West." It integrated technologies such as holographic projection and AR try-out to create an immersive "play-and-buy" experience scene. According to statistics, the "Journey to the West Mythology" slide received over 200 groups of international buyers during the exhibition period. "We plan to set up experience centers in Dubai and Kuala Lumpur to allow customers to directly experience the commercial value of 'Journey to the West Mythology'," revealed the person in charge of Huadong Amusement Equipment. The company has already reached cooperation agreements with several clients for their "family entertainment center" upgrade projects.
III. Industry Significance: The Transition from "Made in China" to "Cultural Export"
At this year's Canton Fair, the immense popularity of the "Journey to the West Mythology" slide reflects three major trends in China's amusement industry:
IP-based Operation: Empowering traditional amusement equipment with cultural IPs to enhance product added value and market recognition.
Scenario-driven Innovation: Transitioning from single equipment to "theme park solutions" to meet customers' one-stop procurement needs.
Global Adaptability: Balancing international standards and local demands in terms of safety and design style to lower the barriers for overseas promotion.
"The Canton Fair serves as a 'barometer' for the global amusement industry. The case of 'Journey to the West Mythology' demonstrates that 'Made in China' is upgrading to 'Created in China'," an expert from the China Toy & Juvenile Products Association pointed out. This product combines cultural export with commercial value, offering an "Oriental solution" to the global amusement market.
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