Max-Matching Entertainments, a leading developer, investor, and operator of IP-themed location-based entertainment in China, joined officials from the Shanghai Chongming District Government and representatives from leading toy and game company Hasbro for a launch ceremony to announce the construction of the world’s largest stand-alone Peppa Pig outdoor theme park in Asia. With an investment of over 2.4 billion Chinese Yuan ($331 million), Max-Matching Entertainments has signed on as a strategic long-term local partner.
When it opens in 2027, it will become Hasbro’s first Peppa Pig outdoor theme park in Asia. The mega-theme park will cover around 48 acres and be located on Changxing Island in Chongming, Shanghai, 91 kilometres north of Shanghai city centre.
Peppa Pig’s popularity soars in China
The island of Changxing is important for tourism, and the new park will be its first global offering of IP-themed entertainment.
Cai Xiaofei, deputy director of the Changxing Island Administrative Committee, says: “The Peppa Pig outdoor theme park will further enhance Shanghai as a global tourism destination and propel its economy. The greater footfall will lead to more exposure for Changxing Island, Chongming, and Shanghai and benefit overall infrastructure and connectivity.
“We believe this theme park can serve as a flagship attraction for the island, helping to establish its own unique brand identity and will have a positive long-term effect to promote the island’s reputation. We are excited to witness Peppa Pig Outdoor Theme Park landing in Changxing Island. This project will further boost the construction of Changxing Island as a unique and key island for sight-seeing and tourism.”
Peppa Pig has amassed a large following in China since its 2015 debut, boasting over 10 billion views and a diverse product line accessible at major Chinese retailers.
A significant milestone for Hasbro
“Construction of the Peppa Pig outdoor theme park in Changxing Island in Chongming marks a significant milestone for Hasbro in China and a natural evolution for the Peppa Pig brand, reflecting the scale of opportunity in the country and our commitment to developing our business with the support of strategic licensing partner Max-Matching Entertainments in China,” says Matt Proulx, senior vice president, global experiences, partnerships and music at Hasbro.
“We will continue to work closely together to develop more projects in China, including bringing Peppa Pig outdoor theme parks and memorable live experiences to more cities for Chinese children and families to enjoy.”
Speaking at the event, Owen Zhao, president of Max-Matching Entertainments, says:
“Max-Matching Entertainments is honoured to work with Hasbro in bringing this Peppa Pig outdoor theme park project to China and is committed to bringing more quality attractions to visitors in China and across Asia.
“The new Peppa Pig theme park will boast innovative features, new themed areas, rides, an immersive show, and a themed hotel specifically designed for the China market, especially with its three-generation family in mind. The attraction will be a must-see and must-experience for millions of families looking to immerse themselves in the magic of Peppa’s expansive world.”
Nee Nellie L, CEO of Shanghai Peiqi Co., Ltd., the investment company for the theme park, adds: “With the empowerment of all parties, Shanghai Peppa Pig outdoor theme park is poised to be another landmark for Shanghai. We look forward to meeting our guests in 2027!”
Last year, Max-Matching revealed details of Top Park, which will be the largest international IP-themed Family Entertainment Centers (FEC) cluster in Asia. The attraction is set to open in Beijing in 2026.
