NIP Group Inc. announced on June 17, 2025, a major expansion of its live entertainment business through the formation of NIP Culture & Entertainment (Beijing) Co., Ltd., a new joint venture. This strategic initiative extends NIP Group’s capabilities beyond its core esports business to include large-scale music festival production across the Chinese market.
The new venture made its debut with the 2025 Qianfan Music Season - Wonderland Music Festival, held in Beijing from May 31 through June 1, which attracted over 70,000 fans. This event set a new record as one of the largest single-site outdoor music festivals ever hosted in the city, blending performances from 19 leading musicians with appearances by championship esports teams.
This move aims to capture new opportunities in the broader live entertainment and cultural experiences market, further diversifying NIP Group’s revenue streams. China’s live-entertainment market reached RMB 79.6 billion (US$11.0 billion) in 2024, with audiences under 30 accounting for nearly 75% of large-scale festival attendance, indicating a significant addressable market for the new venture.
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