RWS Global is set to bring its creative and operational firepower to a new international IP-themed entertainment complex in Longhua District, Shenzhen, following the announcement of a strategic cooperation agreement between Max-Matching Entertainments and the Longhua District Key Area Construction Center. Unveiled at IAAPA Expo Asia, the deal marks a pivotal step in the evolution of China’s themed entertainment landscape.
As the creative production partner on the project, RWS Global will design, produce, and deliver a portfolio of IP-themed live shows and musicals, reinforcing its position as a global leader in immersive entertainment experiences. The Shenzhen complex, to be located in Dalang Fashion Town, will integrate themed family entertainment centers (FECs), hotels, retail, dining, and live attractions. It is the third major international IP project launched by Max-Matching Entertainments in China—and one of the most ambitious to date.
The partnership cements RWS Global’s growing footprint in Asia, where it is already active in delivering complex, multi-format entertainment for brands and destinations. With a global team of over 8,000 creatives and performers, and offices spanning New York, London, Shanghai, Orlando, Sydney, Riyadh, and beyond, RWS is uniquely positioned to scale IP-led live experiences in fast-growing markets like China.
The project site—Dalang Fashion Town—is a culturally rich area within Longhua District, a region strategically located within the Greater Bay Area and home to Shenzhen’s key transport hubs. With a regional population of over 87 million, the district is positioning itself as a destination for both domestic tourism and international investment in creative industries.
For RWS Global, the project offers a high-profile opportunity to showcase its full-service capabilities in themed entertainment. The company is known for producing more than one million live moments every day across theatre, cruise, resort, and cultural tourism sectors. Its client roster includes global names such as Warner Bros., Apple, MSC Cruises, Crayola, Six Flags, Europa-Park Resort, and the FRIENDS™ Experience by Original X Productions.
This latest collaboration further underscores RWS Global’s role in defining the future of location-based entertainment. By aligning with Max-Matching Entertainments—an experienced partner with licensing relationships across Hasbro, Mattel, WildBrain, Sesame Workshop, and Aardman—the firm continues to position itself at the heart of IP-driven attraction development in Asia.
Max-Matching President Owen Zhao emphasized Shenzhen’s position as a key market for younger consumers and the Longhua government’s rapid support in advancing the project. “The integration of global IP with local culture and tourism infrastructure is a compelling formula, and RWS Global brings world-class capability to the live entertainment elements of this destination.”
As IP-led experiences become increasingly central to the strategic planning of destination developers in Asia, this partnership demonstrates how global creative leaders like RWS Global are shaping the region’s next generation of cultural and commercial attractions.
