Users create an avatar and then find themselves in a representation of Beijing International Airport. From there, they may interact with NPCs and other world objects to learn more about Chinese language and culture, as well as communicate with other players to practice their language skills. As they progress through the system, they move up in rank from Tourist to Resident, and finally to Citizen -- at which point they may create their own content for the world.
We learned of Zon through the blog of Areae president Raph Koster, who had an interesting anecdote to add. During his stint at SOE, the company worked with college campuses to use EverQuest II for total immersion language education. So this is not a new idea -- just a really cool one!