Hengdian World Studios lets tourists act in short dramas for US$30 per person

ZHEJIANG PROVINCE, CHINA, 31 AUGUST 2026 —

Hengdian World Studios pivots to interactive tourism as AI reshapes China’s film industry, offering short drama shoots for US$30 per person

The move comes as the studio grapples with a slump in demand driven by the rise of AI-generated content, which now accounts for 95% of newly released vertical short dramas in the country.

The initiative reflects a broader trend in China’s tourism sector, where attractions are increasingly monetising visitor engagement through interactive experiences—ranging from acting workshops to themed photo ops—rather than relying solely on passive sightseeing. For Hengdian, which employs thousands of crew members and has long been a pilgrimage site for fans of Chinese dramas, the pivot is both an economic lifeline and a creative adaptation to an industry under siege by automation.

The studio’s transformation underscores the existential threat AI poses to traditional media jobs, even as it opens new revenue streams by turning tourists into temporary performers.

Previously, Hengdian attracted millions of visitors annually to its sprawling 30-square-kilometre complex, home to over 100 sub-studios recreating iconic sets from Chinese history and modern storytelling. The site, a national 5A-rated tourist attraction, drew fans eager to walk through the same backdrops as their favourite dramas.

But by the first quarter of 2024, the landscape had shifted dramatically: of the 128,000 short dramas released that year, 95% were produced using AI, according to China National Radio. This surge in AI-generated content—cheaper and faster to produce—has devastated demand for human-led productions, leaving many in Hengdian’s informal workforce, dubbed "heng piao" (or "people who float in Hengdian"), unemployed.

The new tourist programme, launched in August, offers tiered pricing: 218 yuan (US$30) for a basic acting session, 388 yuan (US$52) for packages including makeup and styling, and group rates starting at 3,800 yuan (US$570) for corporate team-building activities. The studio’s sub-studios, which once thrived on drama shoots, are now repurposing their sets for these interactive experiences.

Director Zhang, who previously struggled to secure just two drama projects in 2024, now reports producing up to 20 short films in a single day under the new model. Some directors, including those who once worked as extras, are leveraging their on-set experience to coach tourists, offering tips on facial expressions, timing, and even emotional delivery.

The most popular plots among tourists revolve around dramatic role reversals, such as a character who begins as arrogant but later discovers a hidden, powerful identity—reflecting a cultural fascination with cathartic storytelling. Director Wu Yizhuo, speaking to China Newsweek, described the appeal as a pursuit of "emotional value," allowing participants to inhabit narratives they might otherwise only consume.

One tourist, a young mother, commissioned 17 short dramas featuring herself within six months, comparing the experience to "psychological consultation." Online reactions have been equally enthusiastic: netizens joked about playing "that character who slaps people in their face all day long," while others declared, "Finally, I can be in show business."

For Malaysia’s entertainment and tourism sectors, Hengdian’s model offers a case study in adapting to technological disruption. While AI has yet to reach the same saturation in local media production, the rise of digital content—from K-drama-style short films to AI-assisted editing tools—could similarly reshape demand for traditional studio work.

Malaysian film studios, such as those in Selangor’s Shah Alam or Kuala Lumpur’s Taman Melawati, may face parallel pressures as global streaming platforms prioritise cost-efficient, AI-assisted content. Meanwhile, interactive tourism experiences—such as those pioneered by Malaysia’s theme parks or cultural heritage sites—could draw inspiration from Hengdian’s approach, blending entertainment with revenue diversification.

The outlook for Hengdian remains uncertain, but the studio’s ability to monetise tourism through participation rather than passive observation sets a precedent for other entertainment hubs. As AI continues to redefine media production, the line between audience and performer may blur further, with attractions like Hengdian leading the charge in turning visitors into temporary stars—one US$30 drama at a time.

Related: Hengdian World Studios