SHANGHAI – In a burst of colorful creativity and boundless imagination, LEGOLAND Shanghai Resort threw open its doors to the first wave of excited visitors on Saturday, heralding the arrival of China's first LEGOLAND resort.

A grand opening ceremony, held at around 10 am in the vibrant LEGO Plaza, featured the iconic giant LEGO figure "Dada" as a backdrop, drawing cheers from a diverse crowd of local and international guests.

Spanning 318,000 square meters, LEGOLAND Shanghai Resort is the 11th LEGOLAND Resort globally and the largest LEGOLAND park at the time of its opening. It is a collaborative project between Shanghai Guoyi Investment Management Co, Ltd, KIRKBI, Merlin Entertainments, and the CMC Inc.

Designed specifically for children aged 2 to 12 and their families, the resort features eight themed areas, including "LEGOLAND Creative World" and "LEGO Monkey King," offering over 75 interactive rides, shows and attractions.

Adekunle Adedeji from Nigeria had been eagerly awaiting its opening. He came with his wife and daughter for their very first experience at a LEGO resort. "The whole setting is amazing," he told Xinhua.

Having lived in Shanghai for over 20 years, Adedeji loves the city, describing it as "full of opportunities, super comfortable," which is why he has made it his long-term home.

Dai Ruoyan, 25, traveled with two friends from the city of Hangzhou, a 45-minute trip by bullet train. They arrived a day early and are particularly excited to experience the dragon roller coaster and other recreation facilities.

Journey of cultural understanding

The idea of building a LEGO-themed park in China was conceived in 2015. The project's investors officially signed a preliminary investment cooperation agreement in 2019. Over 300 teams and more than 10,000 workers from more than 10 countries and regions participated in the construction process.

"From the first sketches to the final LEGO brick, this resort is the result of years of vision, collaboration, and passion, and is a testament to the dedication of our teams and the unwavering support of all our partners," said Fiona Eastwood, chief executive officer of Merlin Entertainments.

"Our deep understanding of the Chinese consumer and our experience of operating in China for over a decade has allowed us to create LEGOLAND Shanghai as the ultimate theme park and hotel destination," noted Eastwood. "It blends the tried and tested LEGOLAND experience...with rich Chinese cultural elements, creating a destination that is both globally recognizable and locally resonant, connecting children with their heritage through imaginative play."

To mark the resort's opening, a grand opening week has been launched, which will run until July 13. The resort will be transformed into a festive wonderland of themed decorations, immersive experiences and exclusive offers.

Growing market for theme park

For over a decade, China's consumer market has undergone a continuous transformation, with demand becoming increasingly diverse. According to the International Association of Amusement Parks and Attractions, China currently has over 4,400 large-scale amusement parks and attractions. The industry is projected to maintain rapid growth over the next three years.

In Shanghai alone, Shanghai Disney Resort, which opened in 2016, welcomed 14 million visitors in 2023. Jinjiang Action Park, currently undergoing renovation, is set to introduce a Harry Potter studio tour project in 2027.

Lou Jiajun, a professor from East China Normal University, said that with the continuing improvement of the business environment, the steady upgrade of infrastructure, and the gradual release of consumer potential, China is redefining the reach of theme parks.

"Traditionally, theme parks are believed to easily attract visitors from within a one-hour drive radius beyond the local market. However, in China, theme parks are now extending their reach to broader areas along the country's ever-expanding high-speed rail network," Lou added.

Booking data from the Chinese travel services platform Qunar reveals that in Jinshan District – home to the LEGOLAND resort – visitors from outside Shanghai comprise approximately 70 percent of summer tourism orders, a notable rise from the 50 percent recorded last year. This summer, the booking volume for theme parks nationwide has increased by 70 percent year on year.

Eastwood added that LEGOLAND Shanghai Resort is not only expected to attract Chinese visitors but will also become a global tourist destination due to Shanghai's international appeal.

She said that during the construction and trial operation of the project, Merlin Entertainments has fully experienced the huge potential of the Chinese market and the excellent business environment in Shanghai, and that the company is already considering future expansions.