Under the booming AI robot trend, domestic cultural tourism equipment leader Jinma Rides is brewing a strategic transformation.
Recently, Jinma Rides, in collaboration with YH ENT, Weifeng Electronics, Beifeng Technology, and Maoxiaole, held the &#34;Lechuang Future Strategic Upgrade and Ecological Partner Conference.&#34;
All parties plan to build a market-oriented operation platform and joint venture company with &#34;same shares, same rights,&#34; integrating their respective advantages in cultural tourism technology, entertainment IP, smart products, and channel resources to jointly promote the research and application of cultural tourism intelligent robots and the promotion of trendy IP derivatives.
Jinma Rides has previously provided amusement facilities for well-known theme parks both domestically and internationally, such as Universal Studios, Overseas Chinese Town, and Huaqiang Fantawild.
Based on years of deep cultivation in cultural tourism scenarios, the company believes that several core technologies it has mastered can be well transferred and adapted to the research and production of embodied intelligent robots. At the same time, the target customer group and application scenarios highly overlap with existing businesses, providing an important collaborative foundation for this transformation.
As the two major research and production bases gradually go into operation, Jinma Rides has initiated the mass delivery of over a thousand embodied intelligent robots, which will cover diverse scenarios such as theme parks, commercial circles, and cinemas.
On this basis, the addition of YH ENT will inject emotional value and repurchase motivation into products through IP empowerment, addressing consumers' questions of &#34;why to buy.&#34;
YH ENT is known for its star management business, including Wang Yibo, and has been continuously increasing its investment in IP operation and commercialization exploration in recent years.
In 2025, it launched the trendy IP &#34;WAKUKU&#34; in collaboration with Qimeng Island through a joint venture, receiving positive market feedback and initially validating its capabilities in IP incubation and operation.
Recently, the &#34;YHT Smart Adoption Store&#34; jointly created by Jinma Rides and YH ENT has been established in Beijing Chaoyang Heshenghui.
The store covers an area of about 7 square meters, with humanoid robots providing full-service, mainly selling trendy IP products such as &#34;WAKUKU,&#34; supporting functions like product recommendations, information inquiries, and purchase guidance.
YH ENT CEO Du Hua revealed on-site that the first batch of 50 stores is planned to be opened successively starting this January.
The integration of IP embodiment and cultural tourism scenarios has already shown promising prospects for implementation.
Recently, Walt Disney Imagineering publicly announced a robot designed based on &#34;Olaf&#34; from &#34;Frozen,&#34; showcasing autonomous walking, interactive dialogue, and emotional expression capabilities, able to recognize the age of visitors and generate different styles of dialogue. This robot is expected to be launched in Hong Kong and Disneyland Paris in early 2026.
This may provide a scenario reference for the next stage of product development for Jinma Rides.
Currently, Jinma Rides has planned ten series of products, including sales series and guided tour series, based on market demand.
Chairman Deng Zhiyi further revealed to Xinfeng that service robots, performance robots, and parade robots, combined with IP, to create integrated immersive experience venues, have all been included in the company's key exploration directions

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- Jinma Amusement is undergoing a strategic transformation to integrate AI robots into its offerings in the cultural and tourism sector through a collaboration with Lehua Entertainment and others.  
- The company plans to establish a market-oriented platform to enhance the development and application of smart tourism robots and related IP products, leveraging its existing technology strengths.  
- The launch of the "YHT Smart Adoption Store" in Beijing, featuring humanoid robots and the popular "WAKUKU" IP, exemplifies this innovative approach, with plans to expand to 50 more stores.

Jinma Rides partners with YH ENT to jointly bet on the trend of IP embodiment