Summary of the Key Points
Using non-player characters (NPCs) in tourist attractions is a highly profitable business model. It not only boosts the attraction’s reputation and attracts more visitors but also overturns the traditional concept of making money—tourists transform from consumers into free promoters for the attraction. The essence of this business lies not in individual NPC performers but in a comprehensive “NPC system” that includes scripts, character design, and interactive mechanisms. These performers are more like interchangeable “consumables.” While this business is still in its prime, it faces challenges such as homogenization, vulgar content, and monopolization by leading attractions. Both attractions and performers need to be aware of these issues and respond accordingly.
1. Why Are NPC Businesses So Profitable? The Examples and Logic Are Clear
There are numerous examples of attractions generating significant profits from NPCs:
- In Taiyuan’s Ancient County, the “peddler” (similar to Guangtouqiang) brought in 200,000 visitors within 9 days, with daily attendance exceeding 20,000, a 170% increase compared to the previous year.
- At Tonglu’s Chuiyun Tongtianhe, the “Turtle Immortal” (who could engage in conversations in Chinese, English, and Russian) helped attract over 10,000 visitors on peak days, with night tours attracting 600–700 people.
- Kaifeng’s Wansui Mountain Martial Arts City saw its revenue soar from 80 million in 2022 to 1.27 billion in 2025, and then to 940 million in the first half of 2026 (a 50% increase).
The most crucial factor is the change in the way visitors generate revenue: previously, they just bought tickets; now, after interacting with NPCs, they actively share experiences on social media platforms like WeChat and Douyin, essentially promoting the attraction for free. Since tourists pay to enjoy the attractions and act as promoters themselves, how can this business not be profitable?
2. Don’t Overestimate Individual NPCs! The Core of the Business Is the “System,” Not the People
Many attractions think that having a few interactive performers is enough, but this is a misconception:
- Individual NPCs are like “fast-moving consumer goods”—tourists’ preferences change quickly; what they like today may change tomorrow. If an NPC becomes unpopular, the attraction might suffer.
- What really drives profits is the “NPC system.” Attractions need to create scripts (e.g., for characters like “Wang Po” and “Fatty Doctor”), design interactive experiences, and find ways to monetize them (e.g., by having NPCs sell souvenirs), creating a closed loop. Performers are just part of this system; they are selected based on their suitability and replaced when they become less effective.
Why do Disney’s NPCs remain popular for decades? It’s because they have well-established IPs (like Mickey Mouse) supported by decades of animation and film production. Domestic attractions lack these resources, so their NPCs are often one-time uses.
3. The Golden Period Is Still Here, but Challenges Are Looming
You can still make money now, but pay attention to these signs:
- Signs of a golden period: A steady stream of performers (from established stars like Ma Jingtao to lesser-known actors), low costs (e.g., Zheng Guolin’s monthly income is just over 20,000 RMB), and ongoing interest from tourists.
- Tourists’ willingness to participate: Many people prefer attractions with NPCs as long as they provide entertainment.
- Platform support: Platforms like Douyin and REDnote continue to promote NPC-related content, providing traffic for attractions that encourage users to share videos.
However, challenges are also evident:
- Homogenization: All attractions seem to have similar characters (e.g., Li Bai and Du Fu), which can become tiresome after a while.
- Vulgar content: Some NPCs engage in borderline vulgar behavior, which has attracted regulatory attention.
- Monopolization: Leading attractions like Kaifeng Wansui Mountain and Hangzhou Songcheng dominate the market with a large number of high-quality NPCs, making it difficult for smaller attractions to compete.
4. What Should Attractions and Performers Do?
For attractions: Focus on building your own “NPC system”—develop good scripts, design unique characters, and test interactive experiences. This way, even if one NPC becomes unpopular, you can rely on others.
For performers: Recognize that you are part of a system and don’t mistake platform traffic for your own talent. Take advantage of the current opportunities to monetize (e.g., through commercial gigs or live broadcasts), or look for career transitions (e.g., like the “Snow Cake Monkey” from Changchun Zoo, who moved into the entertainment industry).
Finally, remember: The competition in this industry is fierce, and you might be eliminated faster than you realize. Take advantage of the current trends while you can; once they pass, you’ll need to find your own means of success.
(The entire text is written in plain language without technical jargon, making it easy to understand the intricacies of the NPC business model.)