China’s first Legoland theme park recently opened its doors in Shanghai, drawing large crowds and marking a significant move in the country’s efforts to expand its tourism industry and attract both local and international visitors.
The launch adds to a growing list of Western-themed attractions in China, with Warner Brothers’ Harry Potter and Hasbro’s Peppa Pig parks also in the pipeline.
With domestic consumer spending still under pressure, authorities are banking on major entertainment venues like Legoland to stimulate economic activity and revive growth in the world’s second-largest economy.
Although large investments from local governments are helping attract theme park developers, companies entering the market face tough competition from well-established players such as Disney and Universal Studios.
The $550 million (around £410 million) Legoland Shanghai is now the largest of its kind operated by UK-based Merlin Entertainments. It features 75 rides across eight themed zones and showcases intricate Lego constructions — including a detailed miniature of Shanghai’s iconic skyline.
The resort also includes a 250-room hotel with themed rooms such as castles and pirate ships, designed to appeal to families with children.
The park’s development is the result of years of partnership between Merlin Entertainments, Lego’s parent company, and local government authorities. Officials hope the attraction will appeal to both frugal Chinese families and foreign tourists alike.
At the opening ceremony, a local government representative praised the project for its potential to drive economic growth by creating jobs and boosting retail activity in the surrounding area.
The Chinese government has played a key role in supporting large-scale entertainment projects. For instance, state-owned firms are major stakeholders in Disneyland Shanghai.
Legoland and other global brands are expected to tap into China’s vast population — over 1.4 billion — and its strong youth market. Xiaofeng Zeng, vice president of market research firm Niko Partners, noted that despite general economic caution, Chinese parents continue to spend generously on their children.
“Even as overall consumer spending slows, there’s a clear trend of increased spending on child-focused entertainment,” Zeng said.
China’s long-term plans for economic development also emphasize domestic tourism and leisure infrastructure. In its most recent five-year plan, the government pledged support for building more resorts and entertainment facilities across the country.
To attract investors, authorities are offering financial incentives, including tax breaks and subsidies. Legoland Shanghai, for example, benefited from improved transport links and public infrastructure development.
According to Nandini Roy, a senior analyst at Future Market Insights, nearly 570 million yuan (around £59 million or $80 million) in tourism vouchers and discounts were distributed nationwide to encourage travel and leisure spending.
“These incentives help lower the cost of family outings, which increases attendance at attractions like Legoland,” Roy explained.
Theme parks serve multiple purposes, says economist Gu Qingyang from the National University of Singapore. They draw investment, attract tourists, generate employment, and help China present a more globally connected image.
Still, the competition is fierce. With around 400 theme parks already in China, newcomers like Legoland need to differentiate themselves.
Influencer and student Artem Kapnin, who previewed Legoland Shanghai, noted that while the park made efforts to localize its offerings, it didn’t quite match the immersive experience of Disneyland.
“I prefer Disneyland — the atmosphere, the characters, the fireworks — it all feels more magical,” he said.
Despite current economic headwinds, Professor Gu believes that investors are playing the long game. “A major theme park project can take close to ten years from concept to completion. So, the vision must be long-term,” he added.
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