Core Insights - Sony showcased its immersive experience project "Insectopia" at the China International Import Expo, emphasizing its commitment to redefining entertainment through technology and local collaboration [1][2][14] - The company introduced a next-generation tactile controller prototype that enhances user interaction by simulating various physical sensations, marking a significant advancement in tactile feedback technology [5][6] Technological Advancements - "Insectopia" features a 10-meter wide and 1.5-meter tall LED screen, creating a micro-natural environment that engages multiple senses, allowing users to experience the sensation of insect movements [2][3] - The tactile controller can simulate impacts and weight changes, providing realistic feedback in XR and LBE scenarios, enhancing user immersion [5][6] Business Strategy - Sony's entertainment business accounts for 60% of its revenue, with a focus on LBE as a key application area for its tactile feedback technology, aligning with its overall business strategy [6][8] - The company is exploring diverse applications for its tactile technology, including collaborations with cultural institutions and potential uses in healthcare and sports training [8][10] Local Collaboration - Sony emphasizes local R&D and partnerships in China, focusing on LBE development, content creation support, and sensor technology for mobility [11][13] - The company aims to foster an open ecosystem that empowers local creators, enhancing the creative possibilities and user experiences through technology integration [13][14] Future Outlook - Sony's mission is to "touch the world with the power of creativity and technology," and it plans to continue evolving its tactile feedback technology for various industries, including entertainment, culture, and healthcare [14] - The company views the Import Expo as a platform for learning and collaboration, aiming to build a competitive creative entertainment ecosystem in partnership with local enterprises [14]

Core Insights - Sony's Dream Factory has relocated to a new venue in Dongcheng District, Beijing, marking its first media communication since the move [2] - The new facility aims to blend scientific education with entertainment, showcasing Sony's achievements in creative entertainment over the past two decades [2] - The project, referred to internally as the "Stonehenge Project," symbolizes cross-departmental collaboration within Sony [2] Summary by Sections New Venue Features - The upgraded Sony Dream Factory is now a pilot base for "Location-Based Entertainment" (LBE), incorporating advanced technologies such as haptic feedback, spatial display, robotics, and 3D audio [2] - The new venue includes four main exhibition areas: "Learn," "Play," "Create," and "Watch," focusing on scientific inspiration, technology experience, creative practice, and community interaction [3] Visitor Experience - Visitors can engage with various interactive experiences, including XR Studio, digital human creation, 4K 3D films, toio programming robots, and aibo robotic dogs [3] - Creative workshops are available for animation production, voice acting for short films, and virtual filming [3] Retained Elements and Future Plans - The new facility retains popular exhibits from the old venue, such as the "Carousel" [3] - A "Dream Shop" will offer cultural and creative products, IP figurines, and coffee, with plans for regular updates to exhibition content [3]