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E-mail China Daily, January 5, 2024
Legoland Shanghai Resort, the international IP-based theme park operated by British entertainment group Merlin Entertainments Ltd, is set to open in the spring or summer of 2025. It is expecting 3 to 5 million visitors per year.
The announcement was posted on the official website of the Shanghai Jinshan district government on Thursday.
The resort highlights the fusion of Lego brick themes and local culture.
Comprising a theme park and a hotel, the 10 billion yuan ($1.4 billion) investment features eight diversified lands, such as Lego city, Ninjago and Monkie Kid.
These are expected to provide an immersive experience for family tourists and escalate competition in the theme park tourism industry.
John Jakobsen, chief operating officer of Legoland Resorts, said in November that China represents a key pillar of Merlin Entertainments' growth strategy. The group will continually explore investment opportunities in other locations across China.
Three Legoland resorts are under construction currently, including Shenzhen Legoland Resort in Guangdong province with an investment of more than 7 billion yuan, and another in Sichuan province with an investment of over 3 billion yuan.
Jakobsen said, over the next decade, China will be a strategic growth market supporting the growth of Merlin Entertainments, which has been operating 13 attractions in the country in the last 18 years.
The Lego-themed park projects align with the growing toy business in China, complementing toy maker Lego Group's expansion with more than 460 branded stores in over 120 cities across the country.
Meanwhile, a tourism boom has fueled the theme park market in China.
In 2022, about 80 theme parks in the country saw their revenue grow 15.3 percent to 15.4 billion yuan, with 75.7 million visits, according to a report on the nation's theme park industry published by the Institute for Theme Park Studies in China.
Shanghai Disney Resort, Universal Beijing Resort and Shanghai Haichang Ocean Park rank as the top three in revenue. The number of parks is on the rise, according to the report.
The influx of international investments such as Disney's newly added Frozen-themed land in Hong Kong and Zootopia-based attraction in Shanghai last year, has highlighted the industry's momentum.
In 2023, Shanghai Disney Resort and Hong Kong Disneyland posted strong performances, driving Disney's park and experiences business, according to the financial results of The Walt Disney Co.
