Earlier this month, China’s first Legoland theme park opened in Shanghai, drawing crowds of tourists as part of the nation’s attempts to become a major international vacation destination. It is the most recent theme park in China to open under a Western brand. Next up are Hasbro’s Peppa Pig and Warner Brothers’ Harry Potter.
Beijing expects that major attractions like this would draw tourists from both China and beyond in order to help revitalize the second-largest economy in the world, since consumer spending is still slow.
Although local government funding attracts theme park developers, they must contend with a very competitive industry that is controlled by well-known companies like Disney and Universal Studios.
The largest theme park operated by Merlin Entertainments, a UK-based company, is Legoland Shanghai, which costs $550 million (£410 million). The park features eight sections, 75 rides, and structures constructed from millions of plastic bricks, including a miniature skyline of Shanghai.
Its hotel can accommodate hundreds of guests, with rooms themed around castles and pirates. After years of cooperation between the local administration and Merlin, the parent company of Lego, the park opened. They hope it will draw both foreign tourists and the renownedly thrifty home people.
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