INS Land

INS is a cultural innovation platform under Hero Group, which also includes Hero Esports and Hero Games (Black Myth: Wukong). INS specializes in commercial real estate and offline user experiences across entertainment, nightlife, and youth culture. With projects in Shanghai, Shenzhen, Chengdu, and Xi’an, INS is expanding its model to key cultural districts across China and internationally. The flagship complex, INS Land Shanghai, is located in the heart of Fuxing Park. Spanning seven stories and over 20,000 square meters, it houses more than 20 interconnected venues, including clubs, restaurants, and live performance spaces. INS also produces large-scale music festivals and cultural events, bridging global IPs with Chinese audiences while incubating original festival brands. By integrating Hero Group’s strengths in digital ecosystems, cultural production, and community engagement, INS is building the next generation cultural hub where esports, nightlife, music, and immersive storytelling converge.