LEGOLAND Shanghai Resort opens its doors to the public on July 5, 2025. Photo: Courtesy of LEGOLAND Shanghai Resort

LEGOLAND Shanghai Resort opened to the public on Saturday, becoming China's first LEGOLAND resort and the largest of its kind worldwide, marking a new milestone in the country's cultural and tourism development.
 
Visitors began lining up early in the morning, many coming from Shanghai and nearby cities. Families with children were a common sight, as both adults and kids were visibly excited. Despite the scorching summer heat and long queues, enthusiasm ran high, with eager crowds undeterred by the wait, according to a Xinhua live interview.

Fiona Eastwood, CEO of Merlin Entertainments, said China is the world's second-largest theme park market and holds strategic importance for the company. She noted that building LEGOLAND Shanghai, the largest LEGOLAND park globally, took nearly a decade of careful planning and development. Merlin has been operating in Shanghai since the opening of Madame Tussauds in 2006, gaining nearly 20 years of experience engaging with Chinese consumers, according to a statement the company sent to the Global Times.

She added that the opening of the first LEGOLAND resort in China, the world's second-largest theme park market, marks an important step toward the company's goal of becoming a leading global branded entertainment destination.

Liu Dingding, a veteran internet industry observer, told the Global Times on Saturday that the opening of LEGOLAND Shanghai Resort, together with Amazon China's major summer sales event, reflects growing confidence among foreign businesses in China's recovering consumer market. "These developments send a clear signal that foreign enterprises remain optimistic about China's consumption potential," Liu said.

Zhang Yi, CEO of the iiMedia Research Institute, told the Global Times on Saturday that foreign enterprises' continued investment in China is a smart choice, as the country offers the world's largest consumer market by purchasing power. 

Zhang noted that sustained foreign investment strengthens China's integration with the global economy, injects new momentum into global recovery, and brings mutual benefits. "China's stable economy, improving household incomes, and large middle class—now nearing 500 million—provide a solid foundation for long-term growth," he added.
 
He also pointed out that cultural and tourism consumption, especially family-oriented activities, is one of the fastest-growing markets in China. "New-generation parents are driving demand for diverse experiences that combine physical activity, creativity, and wellness, such as outdoor exploration, camping, and adventure sports," he said.

"Popular IPs like Disney and Universal Studios create emotional bonds across generations, boosting family travel and spending. This trend, along with the rapid growth of China's e-commerce, reflects the steady evolution and upgrading of the country's consumer market," Zhang said.

The resort also introduced a series of exclusive attractions designed to offer Chinese families a world-class entertainment experience while inspiring creativity. Visitors can enjoy the global debut of the LEGO Monkie Kid live show, set in the iconic Flower Fruit Mountain, as well as take a ride on the world's first LEGOLAND boat cruise, featuring a scaled-up LEGO version of a traditional Jiangnan water town alongside a miniature LEGO-built modern Shanghai skyline, according to the statement. 

Eastwood said the resort blends the brand's signature attractions with Chinese elements and local culture, creating a destination that resonates with domestic visitors and connects children to their culture heritage through imaginative play.

The opening of the resort has also boosted nearby consumption, with hotel bookings increasing 3.5 times and homestay reservations surging sixfold in recent days, according media reports.

Experts both pointed out that the steady arrival of international theme parks, from Disney and Universal Studios to LEGOLAND, underscores, to some extent, China's consumption upgrade. Such projects thrive on a growing middle class and rising incomes—both signs of China's continued economic strength.

Liu added that the trend highlights China's commitment to openness and its rejection of protectionism. "China is welcoming global businesses to share in the growth of its vast consumer market," he noted.

Spanning 318,000 square meters, LEGOLAND Shanghai Resort features eight themed lands with over 75 interactive rides, shows, and attractions, as well as thousands of LEGO models built from more than 85 million bricks, according to the statement.