A New Start Amidst Weak Consumer Spending and Market Saturation
Accidents Occur During Trial Operations
The world's largest Legoland Shanghai Resort opened on the 5th.
According to China's state-run Xinhua News Agency, the official opening ceremony was held at 10 a.m. at Lego Plaza, centered around the giant figure "Dada," with a welcoming event for visitors.
This resort covers an area of 318,000 square meters and is the 11th Legoland in the world. In Asia, it is the fourth Legoland, following Johor in Malaysia (2012), Nagoya in Japan (2017), and Chuncheon in Korea (2022). The resort features over 75 interactive rides and attractions across eight themed zones.
Among the main attractions are the world's first "Big Lego Coaster" and the "Legoland Observation Tower," which stands 60 meters tall and offers views of the Shanghai skyline. Ticket prices vary by season, but for the first month after opening, admission is set at 549 yuan (approximately 105,000 won) per person. The hotel package, which included accommodation, sold out within a single day before the grand opening.
Shanghai Legoland is a joint investment project between the global leisure company Merlin Entertainments from the United Kingdom and China's China Media Capital (CMC). Fiona Eastwood, CEO of Merlin Entertainments, stated, "Shanghai Legoland is not just a destination for Chinese visitors, but is expected to become a world-class tourist attraction thanks to Shanghai's international appeal."
However, foreign media have expressed concerns about Shanghai Legoland. Bloomberg reported that 25% of theme parks in China posted losses last year, pointing out that popularity alone is not enough to ensure sustained profitability. Another foreign outlet noted that Legoland is likely to depend on stable domestic tourism demand and the trend of experiential consumption.
Controversy arose even before the opening, as several safety incidents occurred during the pre-opening test period. Last month, during trial operations, the popular roller coaster "Lego Big Speed Ride" came to a halt above the tracks, and there were also reports of ceiling leaks in the 4D theater. This roller coaster is the longest facility in the resort, with a track length of 530 meters.
Legoland Chuncheon in Korea has yet to turn a profit. According to the Financial Supervisory Service's electronic disclosure, revenue dropped from 62.2 billion won in its first year of operation to 49.4 billion won last year, while net loss increased significantly from about 11 billion won to 28.8 billion won.
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