Merlin Entertainments recently attended the China International Import Expo (CIIE), where it featured the Legoland Shanghai Resort with a booth event themed “Here in Shanghai, let the imagination land with fun” and officially announced the resort’s grand opening is set for Summer 2025. The company also demonstrated its holistic park experience through the full resort concept video.
Legoland Shanghai Resort also launched its membership program during the event, inviting the public to sign up for exclusive sneak peeks of construction progress, ticket launches and limited product launches.
“Legoland Shanghai Resort shares a strong connection with the CIIE, and we’re delighted to have been part of the pivotal platform for China’s opening-up for the last 3 years,” says John Jakobsen, chief operating officer at Legoland Resorts.
“China represents a key pillar of the Merlin Entertainments’ global growth strategy, and Legoland Shanghai Resort marks a crucial advancement in our strategic expansion plans for the Chinese market. As construction of Legoland Shanghai Resort advances positively, today, we unveiled the concept video showcasing the entire resort for the first time, launched a membership recruitment program, marking a new milestone.
“We eagerly anticipate that upon its opening next year, Legoland Shanghai Resort will emerge as a new cultural tourism landmark in the Yangtze River Delta region.”
See also: Merlin Entertainments: meeting demand in China
New concept video
At the CIIE booth, Legoland Shanghai Resort showcased its resort concept video, highlighting its unique charm as the first international IP family entertainment theme park in the Yangtze River Delta.
The Legoland Shanghai Kids Reporters debuted at the CIIE, revealing a concept video. Visitors can explore the LEGO-themed hotel and eight lands through a virtual tour featuring over 75 interactive rides and attractions. Targeting families with kids aged 2 to 12, Legoland offers custom experiences such as a first roller coaster ride, driver’s license at Driving School, and firefighting missions at Fire Academy.
The concept video also showcases unique attractions inspired by oriental culture and Jiangnan Watertown. Attendees previewed the thrills that await at Legoland Shanghai Resort upon its opening next year, including the first “Monkie Kid” themed zone and Legoland Creative World, which will enhance the park’s immersive experiences.
At the CIIE, Legoland Shanghai Resort launched its membership program. By registering, visitors can receive the latest news, build a digital avatar minifigure and be among the first to experience the resort. It was also announced that the resort will join the Lego membership system. By becoming a member of Legoland Shanghai Resort, attendees can become Lego insider members, unlocking opportunities to enjoy future benefits from Legoland and Lego membership.
“In recent years, Jinshan District has leveraged Legoland Shanghai Resort as a great opportunity to promote the transformation of Jinshan District,” says Li Zelong, deputy party secretary of the CPC Jinshan District Committee and director of the district government. “Looking ahead, we will continue to support the development and construction of Legoland Shanghai Resort, promoting the development of catering, accommodation, transportation, and other service industries in surrounding areas, and further elevating the regional tourism brand image.”
Most rides at LEGOLAND Shanghai Resort are locally delivered and installed. The Dragon Coaster’s mechanical track and towers are complete. Installation of the mechanical track for The Big Lego Coaster and the Monkie Kid Flower Fruit Mountain Adventure is underway. The resort aims to begin ride testing by late 2024 to ensure an exceptional visitor experience. Additionally, landscaping and paving projects have begun amid ongoing interior and exterior work.
Building “the ultimate Lego theme park”
“We’re striving to build the ultimate Lego theme park and hotel destination where Lego possibilities come to life on an epic scale, sparking a lifetime of play, creativity, and imagination at its opening in 2025,” says John Ussher, senior divisional director of Legoland Developments.
The booth at this year’s CIIE showcased the first Lego IP inspired by a traditional Chinese story, Lego Monkie Kid. Additionally, the popular Legoland attraction, The Dragon Coaster, was featured, increasing visitors’ anticipation for the opening of Legoland Shanghai Resort.
“Legoland Shanghai Resort is a major tourism project in Shanghai’s ‘14th Five-Year Plan’, but also the tourism business card of Jinshan District,” says Zhuang Jian, chairman of JUIG & chairman of Legoland Shanghai Resort Ltd.
“Its completion is of great significance in promoting the local culture and tourism industry to a higher quality and higher level of development. Currently, with the support of government at all levels, the development of key projects such as commercial streets, hotels and homestays surrounding Legoland Shanghai Resort is in full swing. Transportation, ecological features, and supporting facilities are steadily improving and becoming more comprehensive.
“Right now, we are developing Legoland Shanghai Resort to world-class theme park standards, aiming to leverage the strength of leading family-themed park to drive the integration and enhancement of regional tourism resources.”
