China's first Legoland resort opens

Niels B. Christiansen, president and CEO of the Lego Group, expressed optimism on the resort's role in enhancing the company's presence in China, complementing its retail network and brand events.

"I look forward to Legoland Shanghai becoming a new cultural landmark for family interaction and bringing unique joy to all Lego fans in China and beyond," Christiansen said.

A mother who traveled from Shandong province with her 8-year-old daughter shared their excitement about visiting on opening day.

"My daughter loves Lego, and we particularly wanted to experience the opening day activities," she said. "The indoor attractions, especially Miniland, are very appealing."

To mark the launch, the resort is hosting a "Grand Opening Week" through July 13, featuring themed decorations, immersive experiences and exclusive offers. Daily welcome shows are being held at Lego Plaza, giving visitors opportunities to interact with Legoland characters.

The resort also includes 10 retail outlets, six themed restaurants and a Legoland Hotel offering character meet-and-greets and nightly activities.

Construction of the resort began in November 2021, with more than 10,000 workers from 300 teams across 15 countries involved in the project.

Zhuang Jian, chairman of the Shanghai New Jinshan Investment Holding Group Co, said the resort has brought advanced international theme park management concepts and cultural connotations, injecting new vitality into the tourism market in Jinshan and Shanghai.

Following Shanghai Disneyland, Legoland is the city's second world-class entertainment theme park. US entertainment company Warner Bros is also set to launch a Making of Harry Potter studio tour at Shanghai's Jinjiang Action Park in 2027, the first of its kind in China and the third globally.

zhengzheng@chinadaily.com.cn