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On May 5, 2025, the 137th China Import and Export Fair (Canton Fair) came to a successful conclusion in Guangzhou. As a vital platform for global trade, Phase 3 of this year’s fair (May 1–5) was themed “A Better Life”, focusing on consumer goods including toys, maternity, infant and child products.
Among the highlights, the “Journey to the West Myth” themed combination slide launched by East China Amusement stood out as a benchmark product for immersive amusement at the exhibition. Enabled by cultural integration 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 with Amusement Equipment
The "Journey to the West Myth" themed combination slide presented by East China Amusement draws inspiration from the classic Chinese literary masterpiece Journey to the West. It integrates iconic scenes such as Flower Fruit Mountain, Water Curtain Cave and Pan Silk Cave into the slide design.
The main structure of the slide is made of eco-friendly high-strength fiberglass, with 3D stereoscopic painting on the surface to vividly reproduce classic characters including the Monkey King and Zhu Bajie. Equipped with LED light strips and a fog forest system, it creates a fantastic "flying among clouds and mist" immersive experience.
“We have customized an Arabian Nights themed slide for Middle Eastern clients and designed a Tropical Rainforest version for Southeast Asian customers. Yet the Journey to the West Myth series stands as a universally recognizable cultural symbol across the globe,” noted the Overseas Marketing Director of Huadong Entertainment Equipment CO., LTD.
The product has obtained EU CE certification and passed U.S. ASTM safety standard tests. Its modular design allows flexible assembly, making it suitable for community parks, shopping malls, kindergartens, and a wide range of other venues.
II. Market Response: Orders from the Middle East & Southeast Asia Account for Over 60%
Featuring a design themed “Journey to the West Fairyland”, East China Amusement’s exhibits integrate holographic projection, AR interactive trials, and other technologies to create an immersive “play-and-buy” experience.
Statistics show that the Journey to the West Myth slide received more than 200 groups of international buyers during the fair.
“We plan to set up experience centers in Dubai and Kuala Lumpur, allowing clients to experience the commercial value of Journey to the West Myth firsthand,” revealed a company representative. East China Amusement has already reached cooperation agreements with multiple clients for their family entertainment center (FEC) upgrading projects.
III. Industrial Significance: A Leap from "Made in China" to "Cultural Export"
The huge success of the Journey to the West Myth slide at this Canton Fair reflects three major trends in China’s amusement industry:
- IP-based operation: Empowering traditional amusement equipment with cultural IP to enhance product added value and market recognition.
- Scenario-based innovation: Shifting from single equipment supply to "theme park solutions" to meet clients’ one-stop procurement needs.
- Global adaptability: Balancing international safety standards and localized design preferences to lower barriers for overseas promotion.
"The Canton Fair serves as a bellwether for the global amusement industry. The success of Journey to the West Myth demonstrates that Made in China is upgrading to Created in China," noted an expert from the China Toy and Juvenile Products Association.
By integrating cultural export with commercial value, this product offers an "Oriental Solution" for the global amusement market.
四、未来布局：广交会平台助力“文化出海”
据广交会组委会数据，本届展会玩具及孕婴童展区累计达成意向成交额超12亿美元，同比增长18%。华东游乐计划依托广交会线上平台，推出“西游神话”系列数字孪生模型，支持客户通过VR技术远程定制场景。同时，企业将联合敦煌研究院、故宫博物院等机构，开发“山海经”“三国”等主题游乐设备，力争在2026年实现文化主题产品出口额占比超50%。
“广交会不仅是订单平台，更是文化交流的桥梁。”华东游乐负责人表示，企业将持续深耕“文化+科技”赛道，推动中国游乐设备从“功能导向”向“价值导向”转型，为全球儿童打造“有故事、有温度”的成长空间。
随着第137届广交会的落幕，华东游乐的“西游神话”滑梯正以文化为翼，助力中国游乐行业飞向更广阔的国际市场。
IV. Future Strategy: Canton Fair Platform Empowers "Culture Going Global"
According to statistics from the Canton Fair Organizing Committee, the intended transaction volume of the Toys & Nursery Products Zone at this fair exceeded $1.2 billion, representing a year-on-year increase of 18%.
East China Amusement plans to leverage the Canton Fair online platform to launch digital twin models of the Journey to the West Myth series, enabling clients to customize scenes remotely via VR technology. Meanwhile, the company will cooperate with institutions such as the Dunhuang Academy and the Palace Museum to develop themed amusement equipment based on Shan Hai Jing (Classic of Mountains and Seas), Romance of the Three Kingdoms and other classic Chinese cultural works. It aims to raise the export share of cultural-themed products to over 50% by 2026.
“The Canton Fair is not only an order platform but also a bridge for cultural exchange,” said a representative of East China Amusement. The company will continue to focus on the Culture + Technology track, driving the transformation of Chinese amusement equipment from “function-oriented” to “value-oriented”, and creating “story-rich, warm-hearted” growth spaces for children worldwide.
With the conclusion of the 137th Canton Fair, East China Amusement’s Journey to the West Myth slide is taking culture as its wing, helping the Chinese amusement industry soar into a broader global market.
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