Chinese Theme Parks Cast Actors as In-Character NPCs to Draw Tourists

Scenic locations and theme parks across China are recruiting established actors to work as non-player characters, or NPCs, appearing in full historical costume and remaining in character while interacting with visitors. Among those recently spotted are Zheng Guolin, known for his emperor roles, and TVB veteran Ma Jingtao.

Instead of delivering scripted performances on closed sets, the actors engage directly with audiences in highly immersive environments. For the venues, the appearances deliver an immediate boost in foot traffic along with extensive social media attention.

For the performers, the format offers a way to stay relevant in a fast-paced entertainment landscape and to connect with fans more intimately than screen roles allow.

The trend also aligns with a wider shift toward immersive, experiential travel, a style that Chinese youth increasingly favor.

Industry experts are questioning whether the model can outlast its initial novelty. A star NPC can be a powerful short-term marketing stunt, they note, but sustainable tourism requires deeper integration of culture and consistent experiences.

For now, China's tourist spots are operating like live-action role-playing games, with visitors encountering celebrities in character.