The event is developed in partnership with the Tourism Authority of Thailand, the Ministry of Culture, and corporate partners such as Trip.com, UnionPay, Alipay, and WeChat Pay. 

Key features from the festival include an immersive display based on a popular Chinese drama that will be installed in collaboration with iQIYI, as well as a replica of Guan Yu Heavenly Temple where visitors can practice traditional rituals for good fortune.

Food and shopping experiences will also be available for visitors, with over 3,000 dishes curated from local restaurants and Michelin Bib Gourmand-listed establishments across The Mall Group properties. The EM District will additionally host the Chinese Boulevard Food Market and Yunnan cultural showcases, featuring regional cuisine, crafts, and interactive workshops.

Privileges for international travellers will also be available in the form of shopping rewards and cash incentives until March 2026. 

The activation underscores the cultural significance of Chinese New Year in Thailand, particularly within the Thai-Chinese community. The Mall Group said the festival aims to drive both travel and consumer activity in the country, offering locals and tourists a combination of cultural, entertainment, and retail experiences during the Chinese New Year period.

The post Joy, luck, and love inspire The Mall Group’s Chinese New Year festival in Bangkok appeared first on MARKETECH APAC.

Covering roughly 10,000 square metres, iQIYI LAND features a compact indoor design that allows for year-round operation and rapid IP refresh cycles. Unlike traditional outdoor theme parks, it uses digital production and immersive engineering to enable fast iteration and seamless content integration.

The park includes seven core experience zones. Immersive theatres feature a flagship ride combining VR, motion systems, scent, wind, sound, and live actors. Visitors enter story worlds such as Strange Tales of Tang Dynasty, participating in interactive missions and reliving key scenes with synchronised voice acting, motion platforms, and sensory effects.

Light-and-shadow spaces recreate cinematic environments from series such as To the Wonder and Love Between Fairy and Devil. Visitors can walk through dynamic visual settings and trigger story elements through their movements. Immersive stage performances integrate LED screens, rotating stages, projections, and live actors. For instance, Mysterious Lotus Casebook blends martial arts choreography with cinematic effects, combining drama and technology.

The park also features iconic film-and-TV scene photo spots, reconstructing recognisable locations such as Gao Qiqiang’s house from The Knockout, Zhang Fengxia’s grocery store from To the Wonder, and canal teahouse scenes from Northward.

Live character interactions allow performers to act as IP characters, creating surprise storylines and role-play experiences. Visitors can unlock hidden plots and immerse themselves directly in the narratives. Social game zones provide multiplayer competitions projected on LED screens, adding a layer of spectator engagement. Themed restaurants and merchandise shops round out the experience, offering IP-inspired menus and limited-edition collectibles as part of the storytelling.

iQIYI LAND aims to extend IP lifecycles and deepen fan engagement, supporting future content releases. The Yangzhou park is the first of several planned locations, with new sites under development in Kaifeng, Henan Province, and Beijing. By blending local culture with storytelling and digital innovation, iQIYI seeks to attract audiences beyond screens and contribute to China’s cultural tourism sector.

As the country’s first immersive indoor theme park developed by a streaming platform, the launch represents a major milestone in iQIYI’s strategy to integrate technology with creativity and expand its IP value beyond streaming.

The opening ceremony brought together iQIYI executives, local partners, industry leaders, celebrities, and members. Cast members from hit dramas made surprise appearances across themed zones, marking the transformation of popular screen narratives into interactive experiences for the park’s first visitors from across China.

Yu Gong, founder and CEO of iQIYI, said, “At iQIYI, we have spent 15 years forging emotional bonds online. With iQIYI LAND, we’re bringing that connection into the real world. By blending original Chinese IP with immersive technologies such as VR and AI, we are pioneering a next-generation, interactive theme park deeply tied to our content. As demand for offline entertainment surges, we see iQIYI LAND as a new driver for our long-term growth.”

The post iQIYI debuts tech-driven indoor theme park in Yangzhou appeared first on MARKETECH APAC.

The partnership integrates iQIYI’s Asian entertainment catalogue with Vision+’s sports programming, offering access to C-dramas, sports events, movies, variety shows, and anime.

“Combo Asia” will be introduced as a bundled package that brings together iQIYI VIP Standard and Vision+ Premium Sports. The product will be available on both the iQIYI and Vision+ apps, supported by joint promotional campaigns with Telkomsel, Tokopedia, and GoPay.

iQIYI and Vision+ said they plan to expand collaboration across content, marketing, and product development to improve the integrated viewing experience and broaden advertiser reach. Both companies also indicated interest in exploring local content production and further commercial partnerships.

The partnership was announced at a launch event attended by iQIYI International Global Ambassador Esther Yu.

Dinesh Ratnam, senior managing director at iQIYI Indonesia, Malaysia and Singapore, said, “In the rapidly changing landscape of digital entertainment, we believe strong partnerships are key to meeting growing user demands. The launch of ‘Combo Asia’ perfectly blends Vision+’s strengths in sports and local content with iQIYI’s popular Chinese and Asian entertainment, providing Indonesian viewers with a comprehensive and affordable entertainment solution.”

He added, “Facing the continued growth in demand for Chinese dramas and micro-dramas in the Indonesian market, we will continue to increase content investment and leverage the ‘iQIYI Starship Project’ to bridge the distance between Chinese artists and Indonesian fans.”

Meanwhile, Clarissa Tanoesoedibjo, deputy CEO of Vision+, stated, “‘Combo Asia’ seamlessly integrates Vision+’s proud exclusive sports resources—such as AFC and Bundesliga—and locally rooted original series with iQIYI’s world-class Asian entertainment content. This powerful synergy of ‘Premium Sports + Premium Asian Entertainment’ not only greatly enriches viewing choices for users but is also dedicated to connecting wider communities through the combination of online content and offline experiences, setting a new value benchmark for the Indonesian streaming market.”

The post iQIYI International and Vision+ launch “Combo Asia” joint membership in Indonesia appeared first on MARKETECH APAC.

Dinesh was previously with iQIYI for more than three years, from 2020 to 2023, where he oversaw the company’s early expansion in Southeast Asia. After stepping away to explore new opportunities, he most recently served as managing director for Singapore and Malaysia at Warner Music Group before rejoining iQIYI.

Building from a stronger base

Speaking exclusively to MARKETECH APAC, Dinesh reflected on his comeback to iQIYI, describing this new chapter as a chance to build on the foundations laid during his first stint with the company.

“What excites me most is the chance to build again—this time from an even stronger base,” he shared. “When I was previously at iQIYI, we were still laying the foundation in the formative years of our Southeast Asian expansion—educating the market, building brand trust, and localising the platform. Now, we’re entering a new phase where audiences are much more familiar with the platform and the category. That opens up space to take even bigger creative and commercial swings.”

Part of his new mandate is Indonesia, which Dinesh says is a particularly exciting addition to his scope. “It’s dynamic, youthful, and culturally rich—with a huge appetite for both local and regional content. It’s a high-growth market where we have room to scale quickly and where local partnerships and original productions can really move the needle.”

“I see it as a market where we can plant new creative flags and continue to expand iQIYI’s reach and engagement in Southeast Asia,” he added.

Dinesh also noted how the broader landscape has evolved significantly. “Viewers in Indonesia, Malaysia, and Singapore are increasingly sophisticated – they’re just as likely to binge a Chinese costume drama, a Korean thriller, or a locally produced romance, often within the same week. And they want stories that speak to them, surprise them, and/or reflect where they’re from – the bar for quality and differentiation is higher than ever. There’s more competition, sure, but also more opportunity to collaborate and experiment.”

Strategic priorities in Southeast Asia

For Dinesh, the focus now is on sustainable growth. “Our top priorities are about growing with intention—not just chasing scale, but building sustainable relevance in each market,” he said.

He outlined three key pillars guiding his strategy:

1. Deepening local engagement through content that reflects the stories, humour, and social dynamics of each country. This means investing in original productions that feel rooted and relatable, while also showcasing the quality and storytelling that iQIYI is known for.
2. Strengthening distribution and access by working closely with telcos, digital wallets, and other ecosystem partners to make iQIYI more easily accessible, discoverable, and valuable across price points.
3. Building cultural and brand visibility anchored around flagship Chinese content. Beyond ads or launches, this means showing up in moments that matter to audiences and creating opportunities for deeper engagement and interaction.

“Our iQIYI Starship programme is a great example of that, where we plan to bring Chinese artists over to Southeast Asia to engage with their fans in the region. Over the last couple of years, we have started bringing artists over to Thailand, Malaysia, Singapore, and Indonesia, and we plan to accelerate this further,” Dinesh shared.

He also highlighted the need to tailor strategies for each market. “Indonesia is about rapid expansion and content creation; Malaysia is about reinforcing brand leadership; Singapore is about growing share through smart positioning and premium experiences.”

Investing in content and local storytelling

Dinesh emphasised that while Chinese content remains iQIYI’s natural strength, local productions are key to long-term growth.

“Chinese content is our natural strength and continues to be a core anchor of the platform. It brings scale, consistency, and strong fan loyalty,” he explained. “But our ambition is to be the home of beloved Asian entertainment, and to do that, we need to also invest meaningfully in local storytelling.”

Having seen first-hand the impact of local productions in building emotional connection, cultural relevance, and long-term loyalty, Dinesh said original content is a top priority. “[It’s] not just for stickiness and brand love, but also to attract new audiences who may not have engaged with us before.”

“We’re looking to work with the right creative partners, tell stories that reflect real human truths in each market, and do it at a level of quality that earns attention locally and across the region,” he added.

Partnerships and leadership vision

Partnerships, according to Dinesh, remain central to iQIYI’s regional growth. “We’re looking to expand in four key areas: telcos and payment channels, production houses and creative studios, consumer brands and cultural platforms, and influencers and community builders. Ultimately, the best partnerships are those where both sides grow—not just in numbers, but in cultural presence and trust.”

On leadership, he reflected on his cross-industry experience. “I’ve learnt that leadership in this region is about adapting swiftly and openly, without losing clarity. You can’t lead teams across multiple countries with a one-size-fits-all playbook – but you also can’t be so fragmented that you lose momentum.”

He continued, “My experience across streaming, tech, and music taught me to listen first, act fast when needed, and stay focused on what truly moves the needle – whether that’s creative, commercial, or team morale. I try to create space for different working styles and cultural lenses, while pushing toward a shared goal.”

Ultimately, Dinesh said, “My role is to bring clarity of purpose, help teams connect the dots between local insights and broader strategy, and ensure we’re growing not just as a business, but as a team that takes pride in creating meaningful, culturally resonant work.”

The post Dinesh Ratnam returns to iQIYI as senior managing director for Indonesia, Malaysia, and Singapore appeared first on MARKETECH APAC.

Under the agreement, the two companies will collaborate on content production, bundled service offerings, and joint marketing efforts. The partnership is expected to accelerate the availability of premium content for Indonesian viewers while offering advertisers new avenues to engage targeted audience segments.

Advertisers stand to benefit from the combination of iQIYI’s content portfolio and Telkomsel’s expansive user base. Through targeted ad campaigns, the collaboration aims to boost brand visibility and deepen audience engagement. The move also reinforces iQIYI’s ongoing relationships with key partners such as Omnicom Group, Adlink, and Mata Air, setting the stage for future innovations in advertising strategy.

As part of the content push, iQIYI will work with Telkomsel’s MAXstream platform to launch a slate of original Indonesian series. These locally produced titles are designed not only to grow iQIYI’s footprint in the country but also to serve as a platform for contextual advertising targeting engaged viewer communities.

Short-form content, particularly micro dramas, has also emerged as a driver of growth in Indonesia. Upcoming efforts will focus on localised storytelling and celebrity-led projects to appeal to younger audiences and broaden advertising possibilities.

Advertisers will be able to take advantage of customised ad formats, including product placements and interactive elements, across both local and international content on iQIYI. Telkomsel’s distribution infrastructure further enables brands to reach diverse audience segments, from general users to VIP subscribers, creating pathways for broader integrated campaigns.

The partnership was announced at a launch event featuring iQIYI International global ambassador Chen Zheyuan, highlighting the role of celebrity influence and fan engagement in driving brand connection.

iQIYI said it plans to build on this collaboration by leveraging local partnerships and content strategies to drive long-term value across the Indonesian entertainment and advertising landscape.

The post iQIYI, Telkomsel forge strategic alliance to boost streaming and ad solutions in Indonesia appeared first on MARKETECH APAC.

According to the data, iQIYI generated a total of $180 million in gross revenue globally during the first half of 2023, securing the sixth spot among the world’s top-grossing OTT entertainment platforms, standing tall among giants like Disney+, which secured the first spot, and Max from Warner Bros. at second.

The data further shows that exclusive content plays have driven adoption. Recorded data identifies August 2021 as a standout month for iQIYI, as the OTT streaming service garnered a combined total of 12.5 million installs across both the iOS and Google Play stores globally.

Top markets for iQIYI are concentrated in the APAC region, and the surge in downloads coincided with iQIYI’s strategic move to cater to a broader viewership base by producing and streaming Southeast Asian shows as exclusive iQIYI originals.

The post iQIYI surpasses $3b in global in-app spending across App Store, Google Play: report  appeared first on MARKETECH APAC.

The expansion also adds Australia’s premium commercial broadcasters, signing agreements with Nine Entertainment, Seven Network, ViacomCBS/Network Ten as well as SBS and Foxtel Media.

The said platforms in Asia and Australia have signed on to use Xandr’s strategic selling platform Xandr Monetize, bulking up Xandr’s video offering in the APAC region.

Xandr’s Senior Account Director Shilpa Kolte said that the adtech company remains committed to improving the experience for advertisers, content owners, and consumers in the region in a privacy-first and brand-safe environment. 

“We are thrilled to see the region’s leading OTT players coming on the Xandr platform to provide premium video ad inventory at scale. As an innovator at the intersection of TV and digital, Xandr provides an open platform to support the growing demand in CTV buying and selling across multiple verticals,” said Kolte. 

In June, Xandr has also announced a renewed partnership with Microsoft, which will see both working on expanding Microsoft’s ad space inventory. Similarly, Microsoft will also be utilizing Xandr’s sell-side platform (SSP), Xandr Monetize. The partnership also entails Xandr augmenting its marketing spend using Xandr’s demand-side platform (DSP). 

As it bolsters its business in adtech, Xandr is further claiming its part in the ecosystem as it recently launches its industry guide called ‘Shaping the Future of Identity’. The guide aims to prepare buyers, sellers, and market participants for a future without third-party cookies.

As the deprecation of third-party cookies further nears, the guide aims to offer insights from Xandr executives and industry leaders to look at how the identity landscape is changing and what number of solutions are best responses, such as from industry IDs to contextual targeting and curated marketplaces.

The post Xandr expands video inventory in APAC, adds OTT platforms Viu, iQIYI, True Digital appeared first on MARKETECH APAC.

The partnership was forged in 2019 and has resulted in the only iQIYI linear TV channel in the region made exclusively available for Astro customers. 

With the extended tie-up, Astro’s collection of top library hits will be made available on the streaming platform including the much-anticipated title, Biar Mereka Cemburu. Featuring an all-star cast of Aiman Hakim Ridza, Nabilah Razali, and many more, it tells a will-they-won’t-they love story. 

The title was released on Dec 1, 2020, and each episode is made available on iQIYI just an hour after the show airs on Astro Ria.

Dinesh Ratnam, iQIYI International’s country manager for Malaysia, Singapore, and Brunei said, “We aim to be the destination for users who are looking for good quality content, both local and from around the region. In that regard, we will continue to strive in offering more local content to our Malaysian users on top of the already strong collection of Korean and Chinese titles we possess. We started offering local content to our users in July, and the receptivity was overwhelming.”

He added, “Astro has an amazing selection of local content and a good track record of producing great local hits that appeal to a wide range of viewers. To that end, we look forward to adding more high quality, premium content from Astro through the extension of our partnership. There is definitely more to come here.”

The post iQIYI International partners anew with Astro Malaysia to add more local content to platform appeared first on MARKETECH APAC.