Based on reporting from 暗涌Waves
MUJIAN, an AI interactive entertainment platform, recently closed two consecutive rounds of financing totaling tens of millions of US dollars. The rounds were led by Jinqiu Capital and Sky9 Capital, with participation from several game industry veterans, including former NetEase Vice President Shaoyun and former Moonton CEO Justin Yuan.
Unlike traditional Character AI products focused on emotional companionship or AI-generated interactive dramas/games, MUJIAN takes a more emotional and imaginative approach. It positions itself as a UGC(User Generated Content)-based AI simulator platform to redefine the relationship between humans and AI.
The founder, Roi, was previously a co-founder and Product Lead at LiblibAI, where she spearheaded the development of early AI “free canvas” design tools. Earlier in her career, she worked at Happy Elements and Lilith Games as a game Producer and Lead Designer, leading the development of several nationally popular games She later joined ByteDance’s education division, where she was responsible for gamified product design.
This diverse background has given Roi a sharp understanding of C-end entertainment users and a strong intuition for AI-native product design.
During its closed beta, the platform saw several high-narrative “native simulator” cases that replicate complex social scenarios:
- Livestream Tipping Simulator: Players play a top donor in a virtual livestream room, tipping dozens of AI streamers and watching them create “show effects” to boost popularity.
- Stock Market Simulator: Features a sharp-tongued LLM named DeepRich as a financial advisor, guiding players through the growth of a beginner in a simulated Chinese A-share market.
- Female Celebrity Simulator: An entertainment-centric world where players experience the “idol daily life,” including participating in dating shows, managing trending topics, and navigating fan dynamics.
MUJIAN is not a traditional AI game; rather, it is a comprehensive online “amusement park” integrating elements of escape room, script-based role-playing, short drama, and gaming. Creators use provided AI tools to build diverse “worlds,” and players can choose which worlds to enter and immerse themselves in. Compared to traditional games, MUJIAN is:
- Lighter and more fragmented.
- Focused on completely personalized feedback.
As mentioned above, the platform’s ability to generate a vast number of personalized worlds relies heavily on its creator community. Unlike the rigid, high-cost pipelines of the traditional gaming industry, MUJIAN’s content vitality stems from a more organic and grassroots creative mechanism.
One surprising discovery during the startup phase, according to Roi, was that the platform’s earliest core creators were not professional game developers or programmers. Instead, many were cross-disciplinary enthusiasts, particularly Gen-Z girls. Driven by the desire to “sculpt” an ideal partner or build a dream narrative, they have taught themselves prompt engineering and interaction design to “vibe code” complex, beautiful simulator worlds.
To support this, MUJIAN provides a highly modular toolkit:
- Producer Agent: Allows creators to build high-playability systems by combining “Skills” like directing, gameplay, and interaction.
- Multimodal Rendering: Provides tools like MJV variables, cross-terminal LUI, and Cloud Identity to create stunning, easy-to-use multimodal experiences.
On the community side, MUJIAN has assembled an operations team with strong enthusiast DNA to provide 1-on-1 support for core creators. This approach both increases product stickiness and strengthens creators’ ability to design experiences tailored to users.
The platform also hosts regular training sessions, assigns creative exercises, and organizes community competitions and feedback loops, encouraging creators to continually refine their works.
Through this community-driven strategy, MUJIAN maintains a high density of innovation in content creation while simultaneously building a powerful competitive moat. The creator ecosystem—formed through shared community context, toolchain proficiency, and emotional resonance—has high switching costs, making it difficult for traditional industrialized game studios to replicate in the short term.
According to the team, MUJIAN plans to launch a larger-scale test and a Simulator Development Competition in mid-to-late March. The categories of “world simulators” will also expand into broader themes such as cultivation fantasy, workplace simulations, and historical evolution.