Tomorrowland Targets Chinese Dance Fans with First Indoor Event

"Are you prepared, Shanghai?!" shouted the DJ, his illuminated booth located at the center of a massive, complex creation of vibra...

"Are you prepared, Shanghai?!" shouted the DJ, his illuminated booth located at the center of a massive, complex creation of vibrant colors and intense music.

Thousands cheered "yes!" as Tomorrowland, one of the largest dance music festivals globally, launched its first event in China this weekend.

The decision reflects trust in the nation's compact yet vibrant electronic dance music (EDM) community — and its financial viability, even amid weak consumer spending in other areas of the economy.

Celebrated for its impressive lineup of top artists and amazing stage design, the home edition of Tomorrowland in Boom, Belgium, is a must-visit for serious dance music enthusiasts.

"For me, Tomorrowland represents a dream," mentioned Chinese EDM enthusiast Mark, who was wearing sunglasses and a vibrant yellow arrow headdress.

EDM was "somewhat limited" in China, he mentioned, but this might change.

"During the past decade, it has really taken off, and now I believe everyone around me — including my parents — have begun to learn about EDM," he stated.

Tomorrowland is counting on the rising excitement within a young urban middle class who aim to "premium-ise" their nightlife experiences, according to Cameron Sunkel from the specialized platform EDM.com.

"China, from my perspective, is where the demand curve is most pronounced for this kind of experience," he stated, contrasting it with established European and American markets where "production costs are rising" for minimal growth.

A representative from Tomorrowland stated to AFP that they have a strong belief in the long-term prospects of China.

She likened it to Brazil, where Tomorrowland has been holding events since 2015.

"It was also a specialized market when we first came, but now we witness a rapidly expanding community and remarkable local talent rising," she stated.

Feel-good economy

"The Magic of Tomorrowland" marks the festival's inaugural indoor event.

On Saturday, many who entered the main building were stunned by the view of the castle-themed stage occupying one side of the large hall, positioned in front of a 374-square-metre (4,000-square-foot) video wall.

At the second, more compact stage, dancers screamed as confetti cannons erupted at the same time as a deep bass hit, glitter cascading like sparkling rain.

Slow domestic demand is troubling Chinese officials, yet young people seem eager to spend on "emotional purchases" – items that bring them joy.

In 2024, income from tickets for major and mid-sized concerts and festivals increased by 66.5 percent, reaching nearly $4.2 billion, according to an annual industry report.

Tomorrowland is not the only one looking at the opportunities -- major events such as Ultra and Creamfields have also launched versions in China.

The momentum was lost during the pandemic.

"Ten years back in Shanghai, there were numerous EDM bars, but now it's not as many," Grace, a 29-year-old Chinese influencer wearing hot-pink flares, said to AFP.

So, for a major (brand) like this to enter China, I'm clearly very enthusiastic.

Tightly managed

The Shanghai event, with a capacity of 10,000, is small in comparison to the Belgian one, which attracted 400,000 attendees over two weekends this year.

In China, Tomorrowland has collaborated with entertainment firms Hero Esports and INS Land, with backing from local authorities aiming to enhance the city's status as a global hub.

The specially designed primary stage structure was finished in only five months, featuring more than a thousand moving lights, 118 speakers, and numerous laser, smoke, and bubble machines.

The goal is to deliver "a fairy tale, an entire experience," stated Hero Esports' Jay Lu, the event marketing chief.

Sunkel from EDM.com mentioned that the indoor event served as "a method for Tomorrowland to assess how their universe is received in China, under strictly controlled circumstances."

It was typical for such gatherings in China to have a noticeable security presence, with the final performance — featuring international star Dimitri Vegas alongside Chinese rapper Masiwei — concluding at 10pm.

Some Europeans expressed confusion upon discovering that the bar's payment system permitted each individual to purchase only two alcoholic beverages for the occasion.

None of the organizers were willing to reveal the expenses associated with the event, nor the precise duration of the collaboration.

"We're looking forward to a long-term collaboration that will help educate the Chinese community about EDM... and raise the standards for the entire industry," said Clinton Lau, CEO of Hero Esports, during an interview with AFP.

When asked if this year would result in a profit, Lau smiled.

"Each time you create something magnificent... it requires time for the market to develop," he stated.

"So we're starting here."