Shanghai’s cultural and entertainment landscape just got a vibrant new addition. On July 1, 2025, China’s first-ever Legoland officially opened its doors to the public in the suburban district of Jinshan, Shanghai. This milestone marks not just a new era for family entertainment in China but also a significant expansion of the Lego brand into one of the world’s most lucrative tourism and leisure markets.

The Journey from Billund to Shanghai

The story of Lego begins in the small Danish town of Billund in 1932. From a wooden toy workshop, Lego has grown into a global cultural icon. Over the decades, the brand’s colorful plastic bricks have become synonymous with creativity, learning, and joyful conjure. The first Legoland park opened in Billund in 1968, setting a precedent for combining Lego’s imaginative universe with the physical world of theme parks.

The Shanghai Legoland project was announced in 2019, a collaborative venture between Merlin Entertainments (the operator of Legoland resorts), the Shanghai Jinshan government, and local investors. Despite delays due to the COVID-19 pandemic and regulatory adjustments, construction resumed with vigor in 2021. By mid-2025, the park was ready to embody the spirit of Lego for millions of Chinese families.

A Massive Playground of Imagination

Occupying over 31 hectares, Shanghai’s Legoland is among the largest Lego resorts worldwide. The design cleverly integrates traditional Lego themes with unique Chinese cultural elements, making it not just an imported concept but a deeply localized experience.

Upon entering, visitors are greeted by an enormous dragon sculpture built from over two million Lego bricks — an homage to Chinese mythology and Lego’s masterful engineering. The dragon is more than a static display; it breathes smoke, roars, and even “winks” at the crowd, instantly immersing guests in the playful magic of Lego.

The park features seven themed zones:

1. Brick Street — The central avenue inspired by Lego City, lined with shops, cafes, and creative building stations.

2. Mini China — A Chinese adaptation of the classic Miniland concept, showcasing miniature Lego recreations of landmarks like the Great Wall, the Forbidden City, and the Shanghai skyline.

3. Adventure Land — Jungle explorations and treasure hunts for young adventurers.

4. Lego Castle — A medieval realm with knights, dragons, and a charming castle, offering interactive experiences and stage shows.

5. Lego Ninjago World — An immersive area themed around the popular Ninjago series, featuring cutting-edge motion-based rides and ninja training activities.

6. Lego Friends Heartlake City — A pastel-hued paradise where visitors can meet characters from the Lego Friends series and enjoy music and dance performances.

7. Lego Water World — A refreshing space with water rides and splash zones, perfect for Shanghai’s humid summers.

Beyond the Bricks: Cultural Integration

Unlike its Western counterparts, Shanghai’s Legoland carefully weaves Chinese storytelling and symbols into its DNA. For example, Mini China doesn’t simply replicate iconic architecture — it also includes dynamic dioramas illustrating classic folktales such as “The Legend of the White Snake” and “Journey to the West.”

The food offerings also pay homage to local tastes. Alongside the typical burgers and pizza stands, visitors can find dim sum, spicy Sichuan noodles, and traditional Shanghai-style dumplings, bridging international playfulness with domestic comfort.

This cultured tailoring aligns with the broader trend of “glocalization” — global brands adapting products and experiences to local markets. By doing so, Legoland Shanghai positions itself not merely as an international amusement park but as a uniquely Chinese destination.

Educational Play at Its Core

Lego has always championed learning through play. This educational philosophy is alive and thriving at Legoland Shanghai. Various interactive workshops invite children to build robots, experiment with mechanical engineering concepts, and even design their own Lego stop-motion films.

In the “Lego Academy,” guided sessions teach kids about basic principles of physics and architecture using simple yet profound Lego experiments. Parents appreciate this dual value: while children enjoy the fun, they also absorb valuable STEM concepts.

Additionally, the park hosts seasonal educational programs, including sustainability workshops focused on environmental awareness — a topic increasingly important to young Chinese families.

The Resort Experience

The full Legoland Shanghai resort includes not only the theme park but also a Lego-themed hotel. The hotel features over 250 rooms, each decorated with different Lego themes such as pirates, knights, and ninjas. Guests can participate in nightly treasure hunts, character meet-and-greets, and exclusive early park access.

The resort’s architectural design resembles a stack of colorful Lego bricks from afar, making it a landmark in itself. With spacious family suites and child-friendly amenities, it aims to make multi-day visits seamless and enjoyable.

Economic and Social Impression

The opening of Legoland Shanghai is more than an entertainment headline; it’s a testament to China’s ongoing push to diversify its cultural and tourism offerings. The Jinshan district, traditionally known for its manufacturing industry and coastal scenery, is now poised to become a key leisure destination, potentially driving job creation and regional economic growth.

Local authorities estimate that the park will attract more than 10 million visitors annually, including a significant portion of domestic travelers eager for family-oriented activities within China. In a post-pandemic context where international travel remains unpredictable, such domestic tourism initiatives are crucial.

Moreover, the park’s construction and operation have created thousands of jobs, from engineers and designers to service staff and performers. For many local youths, it offers a glimpse into careers in entertainment, hospitality, and creative design.

A Global Brand Reinvented for China

Lego’s expansion into China reflects a broader strategy to capture new markets while nurturing brand loyalty among young generations. The brand has seen impressive growth in China over the past decade, thanks to its educational toys and a rising middle class eager to invest in quality play experiences for their children.

By embedding local cultural elements and prioritizing family engagement, Legoland Shanghai represents a smart and sensitive approach to international brand expansion. Rather than imposing a European or American model wholesale, it builds a dialogue with Chinese consumers, acknowledging and celebrating their stories.

Environmental Commitment

Sustainability is another pillar of Legoland Shanghai’s mission. The park utilizes solar panels to power sections of the facility, rainwater recycling systems for landscaping, and eco-friendly building materials wherever possible.

The resort has also implemented green transport options within the park, including electric shuttles and bicycle rentals. These initiatives align with China’s national goals for carbon neutrality and provide a valuable educational message for young visitors.

Early Reviews and Future Prospects

In its first week, Legoland Shanghai has already drawn large crowds. Early reviews from visitors highlight the friendly staff, the high quality of attractions, and the seamless blend of Lego’s universal charm with local Chinese touches. Families praise the abundance of interactive experiences that allow children to create, explore, and learn rather than passively consume entertainment.

Looking forward, Merlin Entertainments has announced plans to continually update the park, adding seasonal events, special collaborations (potentially even with Chinese artists and brands), and new rides tailored to Chinese pop culture trends.

The success of Legoland Shanghai could pave the way for further Lego resorts in other Chinese cities or even inspire similar culturally adapted parks across Asia. As the global market for family entertainment evolves, Shanghai’s Legoland stands as a blueprint for how international brands can resonate deeply in local contexts.

Impression

China’s first Legoland isn’t just a new place to visit — it’s a living celebration of creativity, cultural exchange, and shared joy. For children and adults alike, the park offers a chance to step into a world where imagination has no boundaries and every brick is a building block toward adventure.

As Shanghai cements its status as an international cultural hub, Legoland adds yet another dimension to its kaleidoscopic allure. In the end, it’s a testament to the enduring power of conjure — a universal language that continues to build bridges, one colorful brick at a time.

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