Core Insights - The opening of the largest LEGO park in Shanghai marks a significant development in China's theme park economy, showcasing a blend of international and local entertainment brands [1][3] - The popularity of local IPs like Labubu from Pop Mart highlights the growing trend of integrating cultural elements into theme parks, enhancing their appeal and commercial value [5][6] Group 1: Theme Park Developments - The LEGO park in Shanghai features eight themed areas and thousands of LEGO models made from over 85 million bricks, attracting significant public interest since its trial operation began [1][3] - The park's opening day was characterized by high visitor engagement, with social media showcasing impressive LEGO constructions and immersive experiences [3][5] Group 2: Cultural Integration and Consumer Trends - The rise of theme parks reflects a shift in consumer preferences towards experiences that combine entertainment, culture, and leisure, driven by increasing living standards [6] - Many theme parks are incorporating traditional Chinese cultural elements, enhancing visitors' cultural identity and pride while providing diverse experiences [6] Group 3: Economic Impact - The development of theme parks is contributing to the integration of the cultural and tourism industries, creating a one-stop consumption ecosystem that boosts local economies [6]

Group 1 - Shanghai LEGO Park officially opened on July 5, 2025, becoming the largest LEGO park globally, indicating a strong confidence in the Chinese market and its potential for international theme parks [1][2] - The park covers an area of 318,000 square meters and features eight themed areas, over 75 interactive rides, performances, and attractions, constructed with more than 85 million LEGO bricks [2] - The project took ten years from conception to completion, with collaboration between Chinese and British companies starting in 2015 and a formal investment agreement signed in 2019 [2] Group 2 - Merlin Entertainment Group operates the park, which was developed through investments from multiple companies, including Shanghai Guoyi Investment Management Co., LEGO Group's parent company Kirkbi Group, and Chinese cultural enterprises [5] - The Chinese consumer market is evolving, with a significant increase in demand for theme parks, as evidenced by a 70% rise in bookings for theme parks this summer compared to the previous year [5] - The park is expected to attract both domestic and international tourists, contributing to the growth of the tourism sector in Shanghai, which saw over 3.396 million inbound visitors in the first five months of the year, a 37.7% increase year-on-year [7]

Group 1 - The Shenzhen Legoland Resort is a key tourism project in Dapeng New District, with a total investment of 69.45 billion yuan and a planned area of 583,400 square meters [3] - Currently, 57 out of 81 individual buildings are under construction, with 38 already topped out, including the largest building, "Legoland Creative World," which has completed its roof panel installation [1] - The project aims to integrate local history, culture, and ecological elements, providing interactive experiences for families while emphasizing sustainable development throughout its construction and operation [3] Group 2 - Dapeng New District is focused on high-quality tourism development, aiming to create a world-class international tourism resort, with the Legoland Resort being a cornerstone project [2] - Merlin Entertainments Group is committed to accelerating the construction of the Legoland Resort, which is expected to attract nearly 20 million visitors annually, enhancing its appeal [2] - The surrounding infrastructure, including transportation and accommodation, is also being rapidly developed, with over 20 supporting projects underway [1]

Core Insights - Shanghai LEGO Resort officially opened on July 5, 2023, with a "Grand Opening Celebration Week" from July 5 to 13, transforming the area into a festive wonderland filled with themed decorations and immersive experiences [1] Group 1: Company Overview - Merlin Entertainment Group's CEO, Fiona Eastwood, emphasized the deep understanding of Chinese consumers and over ten years of operational experience in China, marking the launch of the first LEGO Resort in the world's second-largest theme park market [3] - LEGO Group's CEO, Niels B. Christiansen, stated that the Shanghai LEGO Resort will be a key component of the LEGO brand ecosystem in China, providing immersive and interactive experiences beyond existing retail networks [5] Group 2: Attractions and Features - The resort features exclusive attractions, including the world premiere of the LEGO Monkey King live show and a LEGO-themed boat ride showcasing a 25-fold enlarged LEGO model of the Jiangnan water town and modern Shanghai [7] - The park includes new themed areas such as the LEGO Ninja Zone with three major rides, a driving school for children, and various dining and retail options, including 10 retail stores and 6 themed restaurants [9] - Covering an area of 318,000 square meters, the resort is designed for families with children aged 2 to 12, featuring eight immersive themed zones and over 75 interactive rides and attractions built from more than 85 million LEGO bricks [9]

Core Insights - Shanghai Lego Park officially opened on July 5, coinciding with the Shanghai Tourism Festival summer season, significantly boosting hotel and homestay bookings in the surrounding area [1][3] Group 1: Company Overview - Merlin Entertainment Group's CEO Fiona Eastwood expressed the company's desire to engage more with Chinese consumers, highlighting the unique aspects of Shanghai Lego Park [1][5] - The park includes a theme park and a hotel, with plans for future expansion over the next 5-10 years [1] - The total estimated investment for the resort and surrounding commercial projects exceeds 10 billion yuan, involving multiple stakeholders including the Shanghai Jinshan District government [3] Group 2: Market Impact - The opening of Shanghai Lego Park has led to a 3.5 times increase in hotel bookings and a 6 times increase in homestay bookings in the vicinity [1][8] - The search interest for "Lego Park" on the Tujia platform has surged, with a tenfold increase in searches from March to June, indicating strong consumer interest [7][8] - The park is expected to attract 55 million potential visitors from the Yangtze River Delta region, enhancing Shanghai's appeal as a tourist destination [5] Group 3: Consumer Trends - Families, particularly those with children aged 2-12, are the primary target demographic, with a notable increase in bookings for family-oriented accommodations [5][8] - The demand for family-friendly amenities in homestays has risen, with hosts adapting their offerings to include features like children's beds and play areas [8] - The overall hotel bookings in Jinshan District have increased by 3.5 times compared to the previous year, with a significant portion of visitors coming from outside Shanghai [8][9]

Group 1 - The Shanghai Lego Park is set to officially open on July 5, and its anticipated consumer "multiplier effect" is already evident, boosting tourism in Jinshan District, Shanghai [1][5] - In June, the search volume for Shanghai Lego Park increased fivefold compared to May, and by July, ticket bookings ranked among the top five attractions in Shanghai [1] - Hotel bookings in Jinshan District for the summer season (July 1 to August 31) have surged 3.5 times compared to the same period last year [1] Group 2 - Jinshan District has transformed into a new choice for family tourists, with approximately 30% of hotel bookings from local travelers and over 70% from out-of-province visitors this summer [2] - Major sources of visitors to the Lego Park area include cities like Shanghai, Beijing, Qingdao, Chengdu, Nanjing, Ningbo, Guangzhou, Nanchang, Wuxi, and Xi'an [2] - Local hotels and homestays are adapting to the influx of tourists by offering services such as free shuttle and luggage storage, and creating themed family suites [2] Group 3 - The popularity of theme parks is driving regional cultural and tourism consumption, with examples like Zhengzhou's theme parks leading to a 50-fold increase in hotel bookings compared to 2019 [2] - Other theme parks, such as Changzhou Dinosaur Park and Beijing Universal Studios, have also seen significant increases in hotel bookings, with a 30% and nearly 40% rise respectively [3] Group 4 - As of October 2024, there are 385 theme parks in China, with 87 being large or extra-large, highlighting the competitive landscape for IPs [4] - The domestic theme park market is divided into three main camps: international IP giants, local chain operators, and emerging local IPs [4] - The economic impact of theme parks is substantial, with every 1 yuan of revenue generating 3.8 yuan in urban economic income, further stimulating the upstream and downstream industries [4][6] Group 5 - The trend of leveraging theme parks to stimulate regional consumption is growing, as seen in Jinshan District and Zhengzhou [5] - Theme parks contribute not only ticket revenue but also enhance the development of transportation, accommodation, dining, and cultural industries [6] - The success of theme parks relies on content operation, supporting infrastructure, and sustainable development capabilities [6]

Core Insights - Shanghai Lego Park is set to open on July 5, with a significant increase in search volume on travel platforms, showing a 5-fold increase compared to May [1] - Hotel bookings in the vicinity of Lego Park have surged, with a 3.5-fold year-on-year increase as of July 4 [1] - The opening of Lego Park is expected to boost the local economy, attracting a larger number of tourists from outside Shanghai [1] Group 1: Economic Impact - The search volume for hotels around Lego Park has increased significantly, particularly for family-friendly accommodations, which saw a 5-fold increase in search volume year-on-year [1] - The proportion of hotel bookings from local Shanghai travelers has decreased to 30%, with over 70% coming from out-of-province tourists, compared to over 50% last year [1] - Major cities contributing to hotel bookings include Beijing, Qingdao, Chengdu, Nanjing, Ningbo, Guangzhou, Nanchang, Wuxi, and Xi'an [1] Group 2: Broader Trends in Theme Parks - Since March, the search interest for "Lego Park" on Tujia platform has increased, with a 10-fold rise in June compared to March, marking a historical peak [3] - Jinshan District, where Lego Park is located, has become a popular summer travel destination, with a 6-fold increase in homestay bookings, ranking first among Shanghai's 16 districts [3] - Theme parks, especially those with major IPs, have consistently driven economic growth in surrounding areas, as seen in other regions like Zhengzhou and Changzhou [3]

上海乐高乐园主题度假区坐落在上海金山区枫泾镇，占地面积达31.8万平方米，项目投资额为5.5亿美 元，主要为2~12岁亲子家庭打造，拥有8大主题区、超75项玩乐体验、超8500万块乐高积木拼搭的数千 个乐高模型，以及250间乐高主题房间。不仅复刻了乐高积木的经典元素，还创新融入中国传统文化特 色，打造多个全球独家游乐项目。此前据官方预计，乐园有望为金山北部地区带来每年300万-500万人 次的稳定客流。 为迎接乐园开业，园区周边相关的交通设施不断完善：首条配套公交线路——乐园环线于近日开通运 行。乐园环线为单向环线，起讫站均设置在乐高乐园公交枢纽，线路长度为7公里，线路途经金山北 站，便于游客一站直达上海乐高乐园。 作为上海市金山区打造文旅金名片的代表性重点项目之一，乐高乐园的开业，让金山区不再局限于只是 上海人的周边游目的地。去哪儿旅行数据显示，今年暑期，金山区上海本地旅客的酒店预订占比仅三 成，超七成为外省旅客。而在去年同期，上海本地旅客预订占比超过五成。截至7月4日，预订乐高乐园 周边酒店的用户主要来自上海、北京、青岛、成都、南京、宁波、广州、南昌、无锡和西安。 南都记者还从途家了解到，上海乐高乐园在正 ...

Investment Environment - Shanghai continues to demonstrate strong investment attractiveness, with significant foreign investment projects such as the Lexus New Energy project and the opening of the LEGO Resort in Jinshan District [1][15] - The choice of these projects to establish in Jinshan reflects a high recognition of Shanghai's quality business environment and the confidence of foreign investors in the region [1] Lexus New Energy Project - The Lexus New Energy project broke ground on June 27, 2023, in Jinshan District, with rapid progress made since its inception [2][4] - Lexus (Shanghai) New Energy Co., Ltd. was established in February 2023 with a registered capital of 5.35 billion yuan, and the project is expected to be completed by August 2026 and commence production in 2027, with an initial annual capacity of 100,000 vehicles [4][10] - The project exemplifies Jinshan's optimized business environment through innovative measures such as specialized service teams and a dual-line collaborative work mechanism to facilitate project execution [10][13] LEGO Resort - The Shanghai LEGO Resort, set to open on July 5, 2023, is the first LEGO Resort in China and the largest in the world, covering an area of 318,000 square meters [15][18] - The resort aims to enhance local tourism and drive consumption upgrades in surrounding services, contributing to a robust tourism ecosystem in Jinshan [18][31] - The park features eight immersive themed areas and over 75 interactive rides and attractions, showcasing thousands of LEGO models made from over 85 million LEGO bricks [15][22] Economic Impact - The introduction of the Lexus project is expected to significantly boost the development of the new energy vehicle industry in Jinshan, with plans to create a high-level industrial ecosystem [14] - Jinshan aims to leverage its geographical advantages and manufacturing capabilities to establish a competitive, billion-level intelligent connected new energy vehicle industry cluster [14]

奥一新闻注意到，7月1日-7月3日，亚洲国际主题乐园及游乐设备展览会（IAAPA Expo Asia）在上海新国际博览中心举行。 脉驰文化总裁赵阳表示："作为大湾区的核心城市，深圳拥有众多的主题娱乐业态，此次落地国际IP项目业态将会展现出蓬勃的产业活力和丰富的体验内 容，丰富了大湾区文旅体验内容的同时，也在国际上提升了大湾区文旅项目的知名度。" 会上，深圳市龙华区重点区域建设推进中心与脉驰文化在现场签署了战略合作协议，宣布将在深圳市龙华区打造国际IP室内乐园综合体。 图源：深圳卫视深视新闻 据悉，该项目是由脉驰文化独家引入中国的第三个大型国际IP室内乐园综合体项目，包含了多个室内主题乐园、主题酒店、主题餐饮、主题零售及主题演 艺。届时，还将有首次亮相中国的国际IP项目，作为亚太区首店落地深圳。继去年脉驰文化和全球领先的现场体验娱乐公司RWS 国际集团成立合资公司 后，RWS 国际集团也将为此次项目引入多部国际百老汇音乐剧和国际IP主题秀。 脉驰文化是专注于国际IP主题娱乐项目引进及运营管理的国际化娱乐文化公司，麾下拥有多家国际IP实景娱乐业态（LBE）版权业务。脉驰文化已与多家 国际知名IP品牌集团建立深度合 ...