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 ...

Core Insights - Shanghai LEGO Land is set to open soon, aiming to become a new cultural tourism landmark in the Yangtze River Delta amidst competition from Disney and local theme parks [1][12] - The park integrates LEGO's unique culture and interactive experiences, focusing on the needs of Chinese families with children aged 2-12 [6][8] Company Background - LEGO was founded in 1932 in Denmark and has evolved from wooden toys to plastic building blocks, becoming a global symbol of creativity and innovation [3] - The first LEGO park opened in 1968 in Billund, Denmark, and has since expanded globally, with Shanghai being the 11th LEGO park worldwide [4] Investment and Development - The Shanghai LEGO Land project involved over 10 years of negotiations and is a collaboration between Chinese media and entertainment company Huayi Brothers and Merlin Entertainments [3][4] - The total investment for the Shanghai LEGO Land resort is approximately $5.5 billion, making it one of the largest LEGO parks globally [14] Market Positioning - The park features eight themed areas, over 75 interactive rides, and attractions, along with thousands of LEGO models made from over 85 million bricks [6][8] - Shanghai LEGO Land aims to differentiate itself from competitors by emphasizing creativity and family interaction rather than replicating existing theme park models [6][12] Cultural Integration - The park incorporates Chinese culture and local characteristics, showcasing miniature landscapes of famous Chinese landmarks [9][11] - The collaboration between Huayi Brothers and Merlin has facilitated a better understanding of the Chinese market and local government support [9][11] Future Prospects - A second phase of development is planned, which will include a LEGO-themed water park, indicating a forward-looking approach to meet future demands [8][12] - The park is strategically located near transportation hubs, enhancing accessibility for visitors from Shanghai and the broader Yangtze River Delta region [15][16]

Group 1 - The Shenzhen Lego Resort is the largest Lego theme park in the world, with 57 out of 81 buildings under construction, and 38 of those have been topped off [1] - The total investment for the Shenzhen Lego Resort is 6.945 billion yuan, and it covers an area of 583,400 square meters [1] - The project aims to integrate local Chinese history, culture, and ecological elements, providing interactive experiences for families while emphasizing sustainable development [1] Group 2 - The Dapeng New District has actively supported the acceleration of the Shenzhen Lego Resort's construction by introducing state-owned enterprises as strategic investment partners [2] - Over 20 supporting infrastructure projects, including railways, highways, hotels, and parks, are also under construction, with a total investment reaching 30 billion yuan [2] - Key infrastructure projects, such as the new Dapeng station and the New Sea Avenue, are progressing well, with successful completion of major construction milestones [2]

Core Insights - The parent-child travel market is expected to reach a transaction volume of 300 billion yuan by 2025, driven by the popularity of top-tier IP theme parks like Shanghai Disneyland and Beijing Universal Studios [1][2][10] - The parent-child demographic is projected to account for over 60% of the summer travel market in 2025, marking a shift from recovery growth to structural upgrades in the tourism sector [2][10] - New-generation parents, particularly those aged 25 to 30, are increasingly participating in parent-child travel, favoring outdoor challenges and nature exploration over traditional amusement park experiences [10][11] Market Trends - The parent-child travel market has shown rapid growth, with cities like Guangzhou, Chengdu, and Beijing seeing over 300% increase in "parent-child vacation" searches during the recent May Day holiday [2] - The introduction of new attractions, such as the Pixar immersive exhibition at Shanghai Disneyland, enhances the appeal of these parks to families [4] - The trend of integrating popular IPs into theme parks is becoming a key strategy for attracting visitors and enhancing competitiveness in the tourism market [8] Consumer Behavior - Parents are increasingly focused on the "photo opportunity" aspect of their outings, leading to a rise in professional photography services at theme parks [3] - The demand for instant retail services is growing, allowing parents to order necessary items quickly during their trips, thus improving the overall travel experience [10][11] - The new generation of parents is more inclined to allow their children to engage in outdoor activities, reflecting a shift towards valuing experiential learning and growth [10] Attractions and Experiences - Shanghai Disneyland and Beijing Universal Studios remain the most popular destinations for parent-child travel, offering immersive experiences with beloved characters [4][5] - The newly opened Shanghai LEGO Resort features a variety of interactive attractions and is designed to appeal to families with children aged 2 to 12 [6][7] - Theme parks are increasingly offering diverse experiences, such as the "Universal Cool Summer" event at Beijing Universal Studios, which includes interactive performances and themed areas [5][8]

Group 1 - Shanghai LEGO Park, the first LEGO theme park in the country, has faced equipment malfunctions during its trial operation, raising public concerns about safety [1][2] - On June 28, the "LEGO Big Roller Coaster" experienced a malfunction, halting a car with 12 passengers on an incline, prompting an emergency evacuation [1] - The park's team provided cooling items to guests during the evacuation and apologized to affected visitors, ensuring the ride was safe before resuming operations [1][2] Group 2 - The malfunction of the "LEGO Big Roller Coaster" was attributed to a safety sensor detecting a minor anomaly, triggering an automatic shutdown to ensure visitor safety [2] - The ride, located in the "Creative World" area, features a 530-meter track and has become popular, with wait times reaching up to 60 minutes during peak hours [2] - All operating equipment at the park has passed rigorous inspections by national safety authorities, and staff are professionally trained to maintain safety standards [3]

Core Insights - The Shanghai LEGO Park aims to differentiate itself in a competitive market dominated by international theme park giants like Disney and Universal Studios by focusing on the family market for children aged 2-12 [2][5] - The park integrates traditional Chinese culture into its offerings, exemplified by the "Wukong Xiaoxia" theme area, which creatively adapts classic Chinese mythology into interactive experiences [3] - The park is positioned as a catalyst for regional cultural tourism transformation, promoting a shift from a "ticket economy" to a "whole area economy" in the Jinshan district [4] Group 1: Market Positioning - The LEGO Park's strategic focus on the 2-12 age group allows it to avoid direct competition with larger theme parks, offering a more cost-effective pricing strategy for families [2] - The park emphasizes a "child-centered" design philosophy, encouraging parental participation in activities, thus fostering a unique "participatory growth" experience [2] Group 2: Localization Strategy - The park's deep localization efforts include embedding Chinese cultural elements into its attractions, moving beyond mere adaptation of Western models [3] - The integration of local narratives and aesthetics into the park's design enhances cultural recognition and strengthens its competitive edge [3] Group 3: Regional Development - The LEGO Park is expected to drive regional tourism development, creating a network of attractions that includes farms and gardens, thereby enhancing the overall tourism experience in the area [4] - The establishment of a "one-hour traffic circle" through improved transportation links facilitates access to the park and surrounding attractions, promoting regional tourism synergy [4] Group 4: Challenges Ahead - The park faces challenges related to its location in Jinshan, which is relatively far from the city center, potentially impacting visitor numbers [5] - The increasing presence of similar international IPs in Shanghai may lead to intensified competition, necessitating a focus on retaining existing customers in a limited market [5]