[Edaily Reporter Kwon Oh Seok ] The traditional model of theme parks—which involved investing massive amounts of capital to build large-scale attractions—is changing. As the burden of initial facility investments and reinvestments due to aging infrastructure grows, major leisure companies are trending toward restructuring their revenue models using digital technology, intellectual property (IP), and data-driven operational systems.

The strategies of domestic leisure companies broadly fall into two categories: maximizing the efficiency of existing facilities and commercializing operational systems. Everland, operated by SAMSUNG C&T CORPORATION(028260), is focusing on combining mobile platforms with its own IP. Following the introduction of a mobile app-based “Smart Queueing” system in November 2020 to streamline waiting routes, the park launched the integrated membership program “Cotton Candy” in November 2023 to collect customer data. In addition, it is implementing a strategy to increase average revenue per visitor by expanding merchandise and content linked to its proprietary character IP, such as “Bao Family.”
E-WORLD(084680)Instead of introducing large-scale new attractions, the company has opted to boost the utilization rate of existing spaces through seasonal content. This approach—featuring specialized programs tailored to specific times of day and seasons, such as the cherry blossom season and nighttime light festivals—minimizes the burden of facility investment costs while maintaining repeat visit rates.
Daesung Fine Tech. Co., Ltd(104040), a KOSDAQ-listed company, has gone a step further by transforming its data-driven operating system itself into a B2B (business-to-business) export product. “9.81 Park Jeju,” which held its pre-opening in 2019, collects data on steering angle, brake pressure, and lateral acceleration in 0.2-second intervals via Inertial Measurement Units (IMUs) attached to non-motorized racing vehicles.
The collected driving data leads to immediate software updates. Recognizing the demand among users to compete for the fastest lap times, the company introduced features such as “Battle Rooms” and carried out 10 software overhauls last year alone. In effect, new content was delivered through digital updates alone, without the need for hardware expansion. As a result, as of last June, the park had surpassed 3 million cumulative visitors and 100,000 repeat visitors (those who have visited at least twice).
DSM Corporation is expanding this operational know-how into a licensing model. Under this structure, the company supplies hardware and systems worth approximately 20 billion won per park to external sites and then collects annual royalties and maintenance fees totaling 3 to 4 billion won. The company is currently pursuing overseas projects, such as one in Jian’de City, Zhejiang Province, China, and is developing an indoor “9.81 Incheon Airport” with a total project cost of 130 billion won, targeting an opening next spring.
The industry is taking note of this trend toward evolving from a simple space leasing and operations business to a provider of technology solutions.
An industry official explained, “In the past, the core competitive advantage in the theme park industry was securing large tracts of land and amusement facilities, but recently, the industry is shifting toward enhancing the value of existing spaces and expanding the visitor experience by leveraging digital technology and differentiated content.”
The source added, “In particular, leisure platforms that combine mobility technology with data-driven operational systems hold growth potential distinct from traditional theme park businesses, as they can supply core equipment, software, and operational systems to external markets beyond the operation of their own facilities.”