Legoland Shanghai's strong first year signals China market potential

Legoland Shanghai has become the fastest Legoland worldwide to reach 2 million visitors since opening, an executive said Sunday, calling it proof of China's family market potential and a boost to confidence among foreign-funded enterprises in China.

A one-year anniversary celebration is held at Legoland Shanghai Resort in Shanghai, July 5, 2026. [Photo courtesy of Legoland Shanghai Resort]

"Legoland Shanghai delivered a very strong first year, ranking top in both visitor numbers and guest satisfaction among Legoland Resorts globally," said John Jakobsen, chief strategic portfolio development officer of Merlin Entertainments.

"This not only confirms the huge potential of China's family market, but also gives us strong confidence in the vitality of China's cultural tourism market," Jakobsen said. "China represents a key pillar of Merlin Entertainments' growth strategy. Going forward, we will deliver even richer play experiences to Chinese families."

Sunday's celebration featured a 2.7-meter-tall Lego birthday cake at the theme park's square and lively band performances, drawing representatives from the Shanghai municipal government, the Lego Group, Merlin Entertainments and Chinese stakeholders, along with thousands of invited guests and visitors. The park's classic characters, Mike and Amy, joined in for group photos to mark the milestone.

Spanning 318,000 square meters in Shanghai's Jinshan district, Legoland Shanghai Resort is China's first and the world's largest Legoland, featuring eight themed lands with 75 interactive rides, shows and attractions, along with thousands of Lego models built from more than 85 million bricks.

The resort posted the highest first-year visitor growth of all Legoland Resorts globally. It has also seen a high repeat visitation rate and stronger-than-expected annual pass sales. Its visitor base is expanding beyond the core Yangtze River Delta market, with a growing share of long-distance travelers arriving from Beijing, Guangdong province and Shandong province.

Families with children remain Legoland Shanghai's core audience, accounting for over 80% of visitors, according to the resort. The park has increasingly emphasized attractions that let parents play alongside their children rather than simply watch, and collaborative parent-child rides have become popular draws.

The park's "learning through play" philosophy also continues to gain traction. In its first year, eight creative workshops at the park hosted more than 8,000 sessions, attracting over 170,000 participants. The workshops cover activities including building, mechanical principles and basic programming, aimed at building children's creativity and logical thinking skills.

The resort said it will further deepen partnerships with schools, aiming to become a "creative incubator" that sparks children's curiosity and imagination.

Legoland Shanghai also reported some notable figures from its first year. Nearly 60,000 visitors celebrated birthdays at the park, and more than 230,000 Lego minifigures have been sold, nearly a quarter of which were custom-designed by guests as souvenirs.

The resort also launched its "Play and Grow Program" on Sunday, a long-term initiative dedicated to children's healthy development, giving disadvantaged children the chance to spark imagination and creativity through play.

Legoland Shanghai has also made efforts to integrate with local culture. Its Lego Monkie Kid themed zone, exclusive to the Shanghai park, has remained popular since opening and become a signature attraction for Chinese families.

Legoland Shanghai has also become a landmark project for Jinshan's cultural tourism sector, with 20% of its employees drawn from local residents. The resort has boosted business at nearby hotels, homestays and restaurants, adding momentum to Jinshan's cultural tourism industry.

"We look forward to bringing Lego's creativity and joy to life right here, growing together with Jinshan, bringing every family closer through play," said Chen Jie, general manager of Legoland Shanghai Resort.