LEGOLAND Shanghai Resort opened to the public on July 5th, becoming China’s first LEGOLAND resort in China and the largest worldwide.
LEGOLAND with Chinese Characteristics
The 318,000-square-meter LEGOLAND Shanghai boasts eight themed lands with more than 75 interactive rides, shows, and attractions. There are also thousands of models built using over 85 million Lego bricks.
The resort integrates distinctive Chinese elements throughout. Signature attractions include the world’s first Lego Monkie Kid live show, inspired by the Chinese classic novel Journey to the West. A boat tour features miniature versions of Chinese water towns and modern Shanghai cityscapes built from Lego bricks at 25 times magnification. At the center of the park, Legoland Creative World features the largest-ever Lego minifigure, Dada, standing 26 meters tall and weighing 136 metric tons.
Visitors began lining up early in the morning, many coming from Shanghai and nearby cities. Families with children were a common sight, as both adults and kids were visibly excited. Despite the scorching summer heat and long queues, enthusiasm ran high, with eager crowds undeterred by the wait.
“We have huge confidence in the Chinese market and its strengths, with 55 million people living within a two-hour drive of the resort,” said John Jakobsen, chief strategic portfolio development officer of Merlin Entertainments, which operates the resort. He noted China’s position as the world’s second-largest theme park market and Chinese consumers’ growing appreciation for Lego’s educational and creative values.
Faith in the Chinese Market
LEGOLAND offers a new amusement option for Chinese citizens and foreigners visiting Shanghai
The cultural and tourism industries are becoming important growth drivers — as the Chinese economy shifts to a consumption-driven pattern.
Earlier this year, the Chinese government made it one of its major priorities to boost consumption and stimulate domestic demand. It urged more efforts to foster new forms of cultural business and vigorously develop the tourism industry. Meanwhile, authorities also pledged better services and support for foreign investors, aimed at making China a favored destination for them.
Foreign-funded theme parks have both attested to and benefited from these commitments. Notably, Shanghai Disney Resort and Universal Beijing Resort have achieved great success.
Zhang Yi, CEO of the iiMedia Research Institute, said that foreign enterprises’ continued investment in China is a smart choice, as the country offers the world’s largest consumer market by purchasing power.
Zhang noted that sustained foreign investment strengthens China’s integration with the global economy, injects new momentum into global recovery, and brings mutual benefits.
He also pointed out that cultural and tourism consumption, especially family-oriented activities, is one of the fastest-growing markets in China. “New-generation parents are driving demand for diverse experiences that combine physical activity, creativity, and wellness, such as outdoor exploration, camping, and adventure sports,” he said.
Written by Yetao Gu, additional reporting by China Daily, Global Times and Xinhua.
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