The first Legoland park in China has officially opened in Shanghai, marking a new chapter in the global expansion of the iconic Danish toy brand. The park, covering an area of 300,000 square meters, features more than 75 rides and attractions and showcases a staggering 85 million Lego bricks.
Shanghai’s Legoland fuels tourism boom
The opening weekend of China’s first Legoland boosted hotel bookings across Shanghai. Thousands of visitors flocked to experience the new park, underlining both the city’s growing appeal as a tourist destination and the enduring global popularity of Lego.
Shanghai’s Legoland joins a network of ten other Legoland parks worldwide, located in Billund (Denmark), California, Florida, New York, Malaysia, Dubai, Windsor (UK), Japan, South Korea, and Germany. The original Legoland in Billund remains a central symbol of Denmark’s design and creative industries, closely tied to the company’s headquarters.
Denmark’s Lego expands cultural influence
Founded in Billund in 1932, Lego has evolved from a small family business into one of the world’s most recognised toy manufacturers. The opening of a major park in China highlights how the brand continues to extend its cultural and commercial influence far beyond Europe.
While the Shanghai park primarily targets the vast Chinese family market, it also serves to strengthen Denmark’s soft power, projecting an image of creativity, play and high-quality design. This strategy aligns with broader trends where Nordic brands leverage culture and lifestyle to build international visibility.
