It is a milestone for China’s leisure industry – and a promise to millions of families: With the opening of Legoland Shanghai Resort, China received its very first Legoland on July 5, 2025. Spanning 318,000 square meters in Jinshan District, about 60 kilometers southwest of central Shanghai, a colorful world made of more than 85 million Lego bricks unfolds – a place built to house dreams. Eight themed experience zones, over 75 interactive rides, shows, and attractions – the new resort is not only the first of its kind on Chinese soil but also a tailor-made playground for children aged two to twelve. Even at the grand opening ceremony, it was clear what is at stake here: nothing less than the fusion of global brand experience and local cultural identity. "Our goal at Merlin Entertainments is to bring people together and create unforgettable experiences for families," said Fiona Eastwood, CEO of Merlin Entertainments, during the opening ceremony. "With Legoland Shanghai, we are taking it one step further - in a country that represents the second-largest theme park market in the world." Accompanied by music, dance, and the beloved Lego characters Mike and Amy, representatives of the City of Shanghai, Jinshan District, the Lego Group, and the New Jinshan Investment Group gave the go-ahead for a new era of leisure entertainment in China.
And this is a theme park that is more than just an import of Western success formulas. "We have gathered deep experience with Chinese consumers - and incorporated that into the design of every detail," Eastwood continued. The result is a place that weaves Lego magic with elements of Chinese culture - from miniature water towns in Jiangnan style to exclusive formats like the world’s first live show featuring the Lego hero Monkie Kid. At the heart of the park stands Legoland Creative World, home to the largest Lego minifigure to date, named Dada. And while Lego City turns children into firefighters and drivers, Ninjago Land offers action-packed rides like Kai’s Sky Master or Jay’s Gravity Force Trainer. The world of knights, dragons, and wizards unfolds in the Lego Castle area, where adrenaline and imagination merge. A special highlight is the recreated water town ride - a leisurely boat journey through enlarged Lego versions of traditional Chinese architecture and the modern skyline of Shanghai. "We wanted to capture the unique charm of this region," said John Jakobsen, Chief Portfolio Officer at Merlin. "Miniland showcases China’s iconic sites - recreated in millions of bricks."
The offering is complemented by ten shops, including Asia’s largest Lego store, The Big Shop, and the world’s first Monkie Kid merchandise store. Six themed restaurants, numerous food carts, and the Legoland Hotel with pajama parties and children’s activities round off the experience. That such a complex does not arise overnight goes without saying. More than 10,000 workers from over 300 teams and 15 countries were involved in the construction – a mammoth project that also provides economic momentum. Zhuang Jian, Chairman of the Shanghai New Jinshan Investment Holding Group, speaks of a "new cultural landmark" that will bring fresh energy to tourism – not only in Jinshan but throughout Shanghai. Fittingly, the 36th Shanghai Tourism Festival Vacation Summer also kicks off with the opening – and with it, a tourism month that is set to catapult Legoland Shanghai onto the international map of family entertainment. Until July 13, the resort invites visitors to the festive Brand Opening Week – with exclusive decorations, special promotions, and daily welcome shows at Lego Plaza. It is an invitation to millions of families to embark on an adventure that unites imagination, play, and culture - brick by brick.
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